Asian American

A Guide to Diverse & Inclusive Terminology, Including Definitions and Best Practices

  • Cultural Effectiveness Council

How can we more effectively understand and communicate with the diverse audiences of 21st century America? The ARF Cultural Effectiveness Council has created a guide to help accomplish this. It contains the latest information about diversity and inclusive terminology—an ever-evolving subject—specific definitions and best practices. This guide helps researchers and media and marketing professionals to recognize and understand preferred terms that are used to identify members of these audiences, to show proper respect and connect with them more effectively.

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DEI in 2024

In addition to the ARF event, DEI and diversity were recently addressed by the World Federation of Advertisers (WFA) strategic partners in their forecasts for 2024 priorities and in a new Morning Consult study.

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Improving Inclusive Advertising

A new study by Paramount looks at the current state of inclusive advertising and offers six tactical strategies to improve advertising for the benefit of consumers and brands.

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Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

Diversity (or lack thereof) in TV

Samba’s research study on the lack of diversity in TV sought to understand the state of representation in popular TV by asking who was watching content with diverse casts, whether the show actors were representative of the U.S. population, and if people were more likely to watch TV shows where they see themselves represented.

Although the results proving TV shows’ lack of diversity were not surprising, the value of diverse audiences is growing in tandem with these populations, putting advertisers on notice to improve the status quo.

Leading with Inclusive Insights

On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities.  Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy.  They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.

Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

New Lenses on Brand Identity

This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.