At H/L, we’re committed to Making Momentum by deeply understanding the diverse narratives within the Asian American community. Our Multicultural team led a study on the nuanced experiences of both foreign-born and U.S. born Asians, revealing how these backgrounds shape their expectations and interactions.

As technology develops, it’s important to recognize Asian consumers’ tech proficiency varies. A thoughtful approach to digital innovation ensures that apps and platforms remain accessible and user-friendly for this varied audience.

Conducting our research amongst Chinese, Indian, and Filipino demographics in Northern California, helped us understand how to interact with and engage the Asian American community in meaningful ways. We discovered a shared focus in creating common ground for a better future.

Click to read more about our research and findings.

The difference between routes and roots

	Foreign born identities are tied to home country
	U.S. born experiences are split between embracing Asian identity and need to belong

Tracing two paths

	Foreign borns generally appreciative regarding representation
	U.S. borns value authenticity in representation