With Black History Month well underway, we want to explore how the rich history among Asian, Black and Afro-Asian communities has influenced present-day culture and politics and what that means for brands.
The history of Afro-Asian solidarity dates back decades and has shaped the way Asian and Black communities interact today. There are significant historical examples of such solidarity, including Asian Americans who were at the forefront of the Civil Rights movement, with advocates such as Grace Lee Boggs and Yumi Kochiyama supporting change in the face of injustice. The 1955 Bandung Conference was another instance where Asians residing in Africa came together to address the need for decolonization. In the 1980s, Thich Nhat Hanh and Dr. Martin Luther King fought against white supremacy to support Vietnamese fishermen.
Today, especially within the past two years, young Asian Americans have encouraged each other to confront anti-Blackness within their families and social circles. Since 2020, hate crimes targeting Black individuals rose by almost 49%, and for Asian Americans by over 70%. These circumstances have bound communities in supporting one another’s voices and experiences.
Importance of Subcultures Among Asian American and Black Communities
Asian Americans and Black Americans are often treated as homogeneous groups, but in reality, they represent a diverse array of ethnic backgrounds, beliefs, and subcultures. The multicultural Black population has grown by 89% between 2010-2010, and AANHPI multicultural audiences will comprise the largest population cohort by 2060. Marketers must recognize and understand these distinct identities and heritages in order to connect authentically with these communities. By acknowledging the subcultures of Afro-Asians, marketers can create niche marketing opportunities and connect with audiences in a meaningful way.
Empowering Asian American, Black, and Afro-Asian Audiences Through Marketing
To effectively engage with Asian American, Black, and Afro-Asian audiences, brands must stay up to date on how these cultural groups interact and inform each other. In today’s global environment, where individuals are more likely to experience negative racial experiences, brands have an opportunity to empower these communities and promote solidarity. For example, The Asian American Advocacy Fund has advocated for effective allies towards Black communities. Through education and community engagement efforts, Asian, Black, and Afro-Asian communities have come together to elevate their voices to rally for justice.
How My Code Media is Supporting Solidarity
To promote solidarity between Black and Asian communities, My Code’s A Code and B Code has partnered with Mochi Magazine to sponsor a Black Allyship writing contest and editorial column. By providing a platform for user submissions of articles, resources, and opinions, we are bringing attention to racial injustice and the oppression of Black people in America.
For more cultural insights and recommendations for multicultural marketing strategies, visit ACodeMedia.com.
