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Nielsen Commemorates Asian Pacific American Heritage Month with Report Launch and Cross-Continental ERG Forum

3 minute read | July 2017

We recently recognized and promoted the power of Asian-American consumers during Asian Pacific American Heritage Month (APAHM) by releasing our fifth annual Asian-American consumer report. It highlights the culturally influenced shopping behaviors and preferences, leadership in tech adoption and trend-setting beauty purchasing of Asian-American women. To spread the word, our leaders hit the road in May, sharing the trends and insights from the report directly with consumers and community organizations. Also, for the first time internally, our employee resource groups (ERGs) collaborated across borders in celebration of APAHM, holding a professional development forum attended by associates in the U.S. and China. Here’s a sample of a few of these activations.

Asian Business Association’s Women Business Pioneers Symposium

At the Asian Business Association’s Women Business Pioneers Symposium, Nielsen leaders joined about 260 industry and community leaders to celebrate both the power of Asian American consumers during APAHM and the accomplishments of Asian women entrepreneurs. We also supported the event by sharing Nielsen insights.

As a precursor to a panel discussion featuring three distinguished Asian-American business owners, Mariko Carpenter, vice president, U.S. Strategic Community Alliances, presented the findings from our latest Asian-American consumer report. Each panelist spoke about their unique success stories and shared tips on succeeding in the fashion and lifestyle industries.

Mariko Carpenter presents highlights from the 2017 Diverse Intelligence Series Asian American consumer report to an audience of Nielsen associates in Columbia, Md., and via webcast to associates around the world

AAL and N-GEN Cross-Continental Symposium

The mid-Atlantic chapter of the Asian Affinity Link (AAL) and Nielsen Generation (N-GEN) Employee Resource Groups (ERGs) in China broke new ground by collaborating during an inaugural cross-continental Nielsen Next Forum during APAHM, designed to bring associates from around the world together for a cultural exchange and to introduce them to professional development opportunities. Speakers presented on business imperatives, industry landscapes and growth opportunities in both countries. Each presentation streamed live and remained available for rebroadcast for associates around the world.

“Our ERGs have a presence in over 70 countries with membership greater than 8,000 members,” said Nian Yang, administrative assistant and AAL Mid-Atlantic lead. “By leveraging our presence to host events with a global scope, like this forum, we are enriching the experiences of our associates around the world, and showcasing our global approach to diversity and inclusion.”

The first session featured Susan Chaika, vice president, product marketing, who described the parallel rise in consumer connectivity in China and the U.S., and how that rise is shaping what consumers watch and buy. She also talked about how Nielsen is designing its products to help our clients drive growth in an increasingly fragmented marketplace. As a follow up to Chaika’s presentation, Julien Moine, director, Innovation, and James Huang, senior director, Marketing Effectiveness, elaborated on the relationships we’re building with data partners in China to help clients gain a more complete understanding of consumer behaviors and preferences.

Nielsen associates in Shanghai, China watch a broadcast of Susan Chaika’s presentation during the AAL/N-GEN Nielsen forum.

Also, as part of the forum, attendees heard presentations on career growth opportunities in both the U.S. and China. In China, Jane Lai, director, Human Resources, talked about the region’s talent development philosophy and opportunities. She also spoke to her specific experience of cultural adaptation, having moved from a Nielsen role in the U.S. to China. In the U.S., Debbie Morisie, vice president, Human Resources, detailed the specific tools available to U.S. associates looking to advance their careers at home or abroad.

Finally, Mariko Carpenter presented highlights from our recent Asian-American consumer report. Carpenter’s presentation was a milestone, as it was one of the first times insights from the Diverse Intelligence Series has been presented to an international audience.

“Nielsen’s global scope presents associates with a unique opportunity to expand their cultural horizons across continents,” said Jane Lai, N-GEN China lead. “While this was just the first cross-continental forum held by our ERGs, the value of the information that was shared was such that cultural exchanges like these will become the norm for Nielsen associates seeking professional development opportunities.”