Trade organization celebrates 50 companies committed to the Asian American market

By Cristina DC Pastor

Filipinos are the second largest market in the Asian American community in terms of household income, according to Giancarlo Pacheco, vice president of the Asian American Advertising Federation (3AF), a trade organization connecting agencies with media, research and marketing companies.

With their impressive numbers, Filipino Americans are an important demographics for advertisers looking for an audience.

“The Filipino median annual income is a little more than $106,400 in 2023,” he said citing data from the U.S. Census Bureau.

The Filipino household income is derived mainly from jobs in the health care and medical fields, he said. FilAms, as a community, are mostly educated, speak English and have adapted many American traits, he added. Advertising agencies have this in mind when directing products toward different ethnic communities.

“They’re looking for an audience or a public to reach a certain audience,” he said when interviewed by The FilAm. “Ultimately, from the reach they’re trying to drive awareness and growth.”

He cited the example of a company that wanted to sell an automobile. Its advertising will try to reach a community with a high net worth, such as Filipinos, and target that community to sell their vehicle.

He said the Asian American market is projected to reach $1.9 trillion market in 2026. Advertisers are now paying attention  because of the increased Asian population and the fact that many Asians have achieved leadership roles in corporations and in government.

In celebration of Asian Pacific Islander American Heritage Month in May, the organization is announcing its 3AF Impact50, honoring brands from Fortune 500 companies – among them Apple, Amazon, BMW, Fox, Hulu, Loreal, McDonalds, Walmart, YouTube — who have demonstrated “exceptional commitment in engaging the 24-million strong Asian American consumer segment.”

“There are multiple reasons why Asian Americans are on the radar for many brands. And why these past few years they have started paying more attention to the Asian market. It started with COVID and Asian hate, but also brands have found out there is also an opportunity to engage in  increased revenue by targeting the audience,” he said.

He added, “To be honest there are still a lot of brands not looking at the community.”

Pacheco, a Filipino American, is the CEO and founder of PLAN C advertising company. He is regarded as a “visionary entrepreneur who plays a pivotal role in shaping the future of advertising for Asian marketing in North America.”

Pacheco’s academic background includes a B.S. in Organizational Communications with a Minor in Marketing from San Francisco State University, enriched by elite business certifications from The Wharton School, London Business School, and Harvard Business School. 

Cheryl Lee, president of the 3AF said, “The Asian American market continues to grow as one of the most influential and impactful consumer segments in the U.S. At 3AF, we’re proud to recognize and honor the advertisers and brands that have shown a genuine commitment to this vital community  through meaningful investment and culturally relevant marketing.”