Brands Uplift AAPI Heritage to Stop Asian Hate

Yesterday, President Biden signed new legislation aimed at addressing the rise in anti-Asian hate crimes in America. This is a crucial stride forward for the Stop Asian Hate movement, and a timely milestone as we celebrate Asian American and Pacific Islander (AAPI) Heritage month. As the government works to set laws into motion to cease violence against Asians in the U.S., brands are taking this month to simultaneously uplift Asian voices. Today, we dive into three different approaches companies are taking to empower and give equity back to the AAPI community.

• Amazon Studios is elevating Asian stories through an initiative titled VOICES: API Representation in Film & Media. This microsite includes musical performances, panel conversations and speakers that honor “the richness, diversity and beauty of Asian American and Pacific Islander communities.” The streaming service also partnered with nonprofits, Producers Guild of America and Gold House, to drive “conversations that examine Hollywood’s complicity in anti-Asian racism and how leaders can drive change.”
• Last year, Bank of America announced a $1 billion 4-year commitment to “advance racial equality and economic opportunity. ” Now the financial institution is expanding this undertaking with an additional $25 million specifically to people of Asian descent. “The urgency we feel to address long-standing issues of inclusion and racial inequality has only increased following the attacks and hate speech directed at Asian people over the last year,” explains Chairman and CEO Brian Moynihan. With that in mind, the additional funding also includes an immediate $1 million in aid for the Asian community, including a grant to the civil rights nonprofit, Asian Americans Advancing Justice.
• Earlier this month, Comcast NBCUniversal, launched its ‘We Belong’ campaign for AAPI Heritage Month. The $12 million initiative spotlights “the extensive and often unrecognized contributions that the AAPI community has made to American history, culture and everyday life with a cross-portfolio campaign that spotlights how the community is woven into the fabric of this country.” This commitment includes $10 million towards airing the campaign and an additional $2 million in donations to organizations working to #StopAsianHate.

Our research found that 60 percent Americans believe that when companies talk about social justice issues, like Stop Asian Hate, it can actually help prevent further violence or prejudices. Today’s brands showed the variety of ways that companies can leverage their powerful platforms to drive important conversations about and honor the heritage of Asian Americans. Whether a brand is just starting to engage in social justice or are long-time advocates, it’s important to remember the weight the corporate sector has in creating change.