Meet
the South Asians: Author
Neeta Basin |
Save the Date |
South Asians - we see them
everywhere but not really
anywhere. There proof lies
in the increasing number of
doctors, engineers,
accountants, restaurant
owners, street vendors, taxi
drivers and more precisely
in the latest stats. However
they have very little
presence in the
presentations of the
corporate marketing
conference rooms - as
potential markets to tap
into. The reason for this is
the limited knowledge of
this vibrant group among the
American corporate world. It
will be my endeavor here to
bring to you some basic
facts about this community
and I assure you that (as is
usually the case) even the
tip of this iceberg is going
to enthrall you.
There
are more than 14 million
Asian Americans in the US
and this number continues to
grow in leaps and bounds. So
who is the South Asian? For
me to answer this question,
I will first have to tell
you who he/she is not. South
Asia is an intrinsic part of
Asia but there is a world of
difference between the two.
Asia, as Americans know it,
consists of China, Japan,
Korea and Philippines. A
South Asian does not belong
to any one of those
countries. Asia can in fact
be divided into 3 Asian
ethnic groups - East Asia
(or the “American Asia”)
consisting of China, Korea,
Japan, Taiwan and Hong Kong;
Southeast Asia housing
Philippines, Vietnam,
Indonesia, Cambodia and
Singapore and; South Asia -
home to Indians,
Bangladeshis, Pakistanis,
Sri Lankans, Nepalese,
Bhutanese and natives of
Maldives. Among the Asian
American group, it is the
South Asian community that
is not only the largest but
the wealthiest Asian
American community in the
USA. |
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Bias-Busting: It Can Be Done:- Author Sondra Thiederman, Ph.D |
“It’s
hopeless,” my friend Jim told
me, “We can’t stop bias. We’ll
just have to wait for this
generation to die off and a new
one to come along.” Even a man
as erudite as broadcaster Edward
R. Murrow believed we could
never rid ourselves of biases;
we could only learn to work
around them.
Fortunately,
both Murrow and Jim are wrong.
Of course some people refuse to
change. For each of those,
however, there are millions who,
given the right skills and
enough determination, can
correct their distorted vision
and see the world and its people
more clearly.
Those who argue that biases –
defined here as “inflexible
beliefs about particular
categories of people” – can’t be
fixed say that they are an
intrinsic part of human nature
and, therefore, impossible to
eradicate. Every time I hear the
phrases “human nature” or “We’re
only human,” my hackles go up.
To say that something is “only
human” implies that to be human
is to be incapable of change; it
connotes that there’s not a darn
thing we can do to improve
ourselves or our attitudes. I am
more optimistic. I, and most
researchers in the field,
believe that through awareness,
knowledge, and plain
old-fashioned effort we can, at
the very least, reduce our
biases to the point at which
they have a minimal influence on
our lives and work.
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Getting Networked:
Women of All Colors
& New Technology: by
Miriam Muléy |
Women’s desires to
network, form
meaningful
relationships, and
continuously gather
information from
trusted inner
circles make new
technology, such as
blogs and online
communities, a
growing medium of
choice. Women of
color—primarily
women of Hispanic,
African, and Asian
ancestry -- have the
same desire to
establish meaningful
connections. They
are increasingly
looking to new
technology as a
means to become
informed, learn new
skills, and connect
with others who
share similar
desires.
Suppliers
and business leaders
have an exciting
opportunity to
connect with these
customers. Consider
the following data
to support the
growing use of
non-traditional
media among diverse
audiences.
- According to
research, there
were
approximately
182 million
persons in the
U.S. using the
Internet in
2006; by 2011
that number will
increase to 211
million persons.
Of the 29
million new
persons using
the Internet
during this time
period, the
majority --
54%-- will be
diverse,
represented by
Hispanic,
African
American, or
Asian persons.
- Women have
surpassed men in
usage of the
Internet and new
technology (68%
of all women
browse vs. 66%
of men).
Similarly, 60%
of African
American women
surf the web
compared to 53%
of African
Americans in
general.
- Forty-four
percent of
Hispanics use
the Internet.
Several studies
have shown that
acculturation,
language and
education play a
role in Hispanic
Internet usage,
with a higher
degree of
involvement
among U.S. born
Hispanics (76%
internet usage)
and lower
involvement
among
foreign-born
Hispanics (43%).
Usage among
Spanish-dominant
Hispanics (32%)
versus
English-dominant
Hispanics (78%)
is expected to
grow as more
Spanish language
content and
online
communities
become
available.
- Asians are
well ahead of
the technology
curve and have
the highest
degree of
Internet usage
at 74%--higher
than the
population
overall. When
connecting to
Asian-American
women, marketers
need to isolate
this audience
into two very
distinct groups:
those who are
second and third
generation Asian
Americans and
those who are
foreign born. As
with the
Hispanic market,
the incidence of
usage will vary
by foreign vs.
U.S. born.
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