As the fastest-growing minority segment in the US, the Asian American Pacific Islander (AAPI) continues to attract the attention of brands and marketers, representing a significant business opportunity in several markets.
However, to overcome the stereotypical (and sometimes prejudiced) old approach to this segment, brands must seek voices that authentically represent its multifaceted and complex nature.
One of these voices is Bernice Chao, an award-winning creative leader, author, and industry maverick. Recently, I had the opportunity to share the stage with Bernice at a client event, that inspired the below conversation:
Isaac Mizrahi – Can you talk about your background?
Bernice Chao – I grew up in Cupertino, in the heart of Silicon Valley, where my love for technology and art flourished. I vividly recall the day my Taiwanese ‘tiger mom’ proudly hung a pencil drawing, which I had crafted as a five-year-old, on the wall of her bedroom. That simple encouragement fueled my passion for pursuing a creative career, which isn’t always common for Asian Americans. I’m immensely grateful for her support.
As a seasoned creative director, I’ve worked to tell stories for the world’s most renowned brands, including Google, Uber, and HBO. Being one of the few female Asian American creative leaders in the industry, my commitment to empowering the AANHPI (Asian American, Native Hawaiian, and Pacific Islander) community is exemplified through my work with ‘Asians in Advertising,’ a global non-profit organization. Our mission is to inspire the next generation of creative talent through various initiatives, from podcasts and events to mentorship and scholarship programs.
Beyond my role as a creative professional, I’ve co-authored the award-winning bestseller, The Visibility Mindset, and have had the privilege of speaking at over 100 esteemed platforms, including SXSW, the World Bank, and TEDx.
Mizrahi – How’s your experience being an Asian American top creative in an industry with so few women and Asians in leadership positions?
Chao – I’ve experienced significant isolation in terms of diversity. In most creative departments where I’ve worked, I’d say they were 10% female and maybe 2% were people of color. Tack on being a mother, and I’m the only one.
Mizrahi – As someone closely connected to culture and consumer behaviors, what’s your opinion on the state of the Asian American consumer?
Chao – I’m hopeful as I observe an increased presence of individuals who share my background in commercials, a phenomenon that was a rarity during my formative years. This shift represents a significant step toward a more inclusive and diverse media landscape. However, the journey is far from over. While it’s remarkable to see the progress in representation, there remains ample room for growth in authentic Asian American storytelling.
I believe these narratives hold immense potential for effecting change, not just within the Asian American community but in reshaping the broader societal perception of Asians. For too long, Asian Americans have been burdened with the stereotype of perpetual foreigners, seen as outsiders even if they’ve spent their entire lives in the United States. The power of storytelling lies in its ability to humanize, connect, and foster understanding. Authentic Asian American narratives can dismantle these outdated stereotypes and reveal the multifaceted lives, experiences, and contributions of Asian Americans.
These stories can transcend borders, fostering a sense of shared humanity and dispelling misconceptions. They can challenge preconceived notions and spark dialogue, bringing us closer to a world where diversity is accepted and celebrated. By pushing for greater authenticity in storytelling, we are not only providing Asian Americans with a platform to share their rich and diverse experiences, but we are also contributing to a more inclusive and enlightened society for everyone. This is a journey worth embarking on, and the path forward is paved with the power of narrative.
Mizrahi – I understand you created a non-profit organization to help the next generation of Asian American advertising professionals. Can you tell me a bit more about it?
Chao – Several jobs into my career, I found myself at an agency where I was one of five Asians, a significant number considering the company’s 200-person size in Los Angeles. For the first time, I saw an opportunity to connect with my peers, who likely shared similar experiences. This spark of an idea eventually grew into what we now know as Asians in Advertising (AIA). Soon after, I purchased the URL for Asians in Advertising and devised a comprehensive action plan.
I initiated a series of meetings with my fellow Asians, but after about two gatherings, I noticed a decline in interest. There was reluctance to create an Asian-only group, because culturally making space for ourselves is uncomfortable. Consequently, I put AIA on hold, believing I might have been the sole advocate for such a collective group.
During the pandemic, I began reassessing my career and felt somewhat stagnant. Seeking a way forward, I started reaching out to other Asian women leaders on LinkedIn, soliciting their career advice. The sense of camaraderie I discovered was immensely motivating. In January 2021, I participated in a virtual webinar, where I crossed paths with my co-founder, Jessalin Lam. Despite living on opposite coasts and having no mutual connections, our initial conversation was a revelation.
I shared my vision for Asians in Advertising with Jessalin, and she wholeheartedly embraced the idea without hesitation. I built the website on a Saturday, and she reviewed it on a Sunday. Our first LinkedIn post that week garnered 25,000 views, and more than 650 individuals from around the world signed up for our inaugural virtual networking event. It became clear that the need for our community was palpable.
Now Asians in Advertising has grown over 5,000 members and global. This journey has been inspiring, with people crediting us for helping them find jobs, demonstrating the need for this community. We provide mentorship, scholarships, and events to support our members.
Mizrahi – As a creative leader involved in several creative ideas, how hard is it to convey culturally authentic messages for a brand versus being perceived as condescending or stereotypical?
Chao – Striking the right balance can be a formidable challenge in branding and advertising. It’s essential to avoid coming across as performative, where a brand’s message feels insincere and driven solely by the aim of capturing a new audience segment. Authenticity is key, and brands must identify their genuine place and purpose within the cultural conversation.
In recent times, it’s truly heartening to witness advertising that effectively navigates this challenge. Consider, for instance, commercials that seamlessly transition between languages, like the Google Pixel 6 ad featuring Simu Liu. This approach not only highlights linguistic diversity but also demonstrates the brand’s commitment to recognizing and respecting the multifaceted nature of its audience. It emphasizes inclusivity and cultural relevance in advertising.
Furthermore, campaigns such as Procter & Gamble’s ‘The Name’ tackle the concept of being perceived as ‘different’ simply because of one’s ethnic name. These initiatives strike a chord by shedding light on the personal experiences and challenges many individuals face due to their names. Such efforts humanize the brand and deeply resonate with diverse audiences.
In a world characterized by evolving demographics and global connections, brands need to approach their role in these narratives thoughtfully and authentically. Executing with integrity strengthens the brand’s bond with consumers and contributes to a more diverse, inclusive, and understanding society.
Mizrahi – What are your thoughts on ‘total market;’ the idea that one message should be strong enough to connect with all consumers, regardless of their background?
Chao – The term ‘total market’ is a relatively new concept to me until recently. From what I understand, it’s a marketing approach aimed at being inclusive of all backgrounds and demographics. It seeks to create content that resonates with a broad and diverse audience. While this approach might be the prevailing norm in the advertising industry, it’s been my personal experience that such all-encompassing depictions often fail to elicit a deep emotional connection from me.
For me, the pivotal shift occurs when I encounter culture-specific advertising. At that moment, I fell a strong sense of identification and connection with the content. When ads are infused with a particular culture’s nuances and values, they speak directly to me and my experiences, making me feel seen and understood. This sense of cultural relevance grabs my attention and encourages me to engage more with the brand or product, as it reflects a deeper understanding and appreciation of my background and identity.
Mizrahi – What advice do you have for a CMO who hasn’t invested in the US AAPI segment yet?
Chao – Get on it! Asian Americans represent the fastest-growing minority population in the United States, and their collective purchasing power has surged to a staggering 1 trillion dollars. For those brands that still need to tap into this market, there’s a golden opportunity waiting to be seized. This realm remains relatively untapped, with only a handful of brands participating and only around ethnic holidays. By recognizing and catering to the unique cultural aspects and preferences within the Asian American community, brands can unlock a valuable and largely unexplored consumer base, thus forging more meaningful connections and driving sustained growth in the marketplace.
While our industry tends to focus on creating effective ideas that connect with diverse segments, it is also pertinent to discuss the importance of having diverse representation at the decision-making level to allow these ideas to flow across agencies and clients properly. Bernice’s story and efforts to support other Asian American voices in advertising are a great example of this direction.
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