Culture As Capital

For years, marketers looked to Paris and Milan to see what was next. That’s changed. Asian culture, from food and skincare to music and film, is now part of everyday American life, and it’s still growing.

We wanted to measure how far that influence goes. So Intertrend teamed up with Nexxt Intelligence on our first annual research report, AAPI Cultural Capital: Shaping Tomorrow Today.

• We surveyed 1,615 Americans across Asian, Hispanic, African American and General Market audiences.
• When we asked people which world cultures inspire them, 83% pointed to Asia. That’s more than Europe, Latin America and Africa/Caribbean combined.
• One result surprised even us. Hispanic (67%) and General Market (62%) respondents were more likely than Asian Americans (56%) to say Asian trends shape the mainstream.
• And about three in four expect that influence to keep rising over the next ten years.

What does that mean for brands? Music and beauty are changing how people live and shop, and most marketing budgets haven’t caught up yet.

Download the infographic here!

For full report, please email info@intertrend.com