Explanation:

“The Asian consumer behaviours seem very similar to other groups; nothing is setting you apart.” That’s what a colleague told me when she was doing research on Marketing with Purpose, a Microsoft Advertising campaign that calls for building trust with customers to grow business results through inclusion. She looked through various sources but could not find any unique data points on Asians.
 
I realised in the race to fit in, the value of Asians and Asian Americans may be lost to marketers. It wasn’t until recently, with the rise in violence against Asians, that more stories about the Asian community are told and can no longer be overlooked.
 
I remember carrying around a dictionary with me in the sixth grade, walking around my middle school in the Midwest, trying to communicate with new classmates. I had just immigrated from China with my family, and the newness was exciting – from food I’ve never tasted before (if you count Twinkies as food) to cultural concepts I’ve never experienced, like the ability to walk around the classroom while the teacher is talking.