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Brands are supporting the AAPI community by providing content that can “help the next generation.”

Jan 04 2022

Brands are supporting the AAPI community by providing content that can “help the next generation.” YPulse’s Representation in Action trend research found that 82% of 13-39-year-old Asian consumers think racism is getting worse in America. And for the last two years, there has been an increase in anti-Asian violence and hate crimes stemming from COVID, which also led to some Asian-owned businesses noticing a “steep decline” in revenue. L.A. County’s special report found that anti-Asian hate crimes rose 76% in 2020—the highest spike since 9/11, with a “three-fold increase” of hate crimes perpetrated against women. Since then, many organizations and brands have come up with ways to support the AAPI community: Earlier this year, the AAPI Community Fund was created to provide resources to grassroots organizations, businesses, and victims impacted by hate crimes. Meanwhile, Sesame Street launched special episodes about race and debuted a new Korean American puppet, while the Marvel Cinematic Universe recently introduced two new films featuring Asian Americans in lead roles, including Shang-Chi and the Legend of the Ten Rings and Eternals, both of which crushed box office records. To promote those movies and similar projects, groups like Gold House, the Coalition of Asian Pacifics in Entertainment, NALIP, RespectAbility, and Color of Change have been working together to encourage audiences to see them. (Adweek)