International at Home: Asian Americans as Buyers of Legal Services

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The U.S. population is becoming ever more diverse. If current trends continue, demographers say, the entire United States will have a nonwhite majority by the year 2050. There are few major fast-moving consumer goods companies that do not practice a subculture approach, and carefully segment and target diverse ethnicities. However, such an approach is still rare in legal marketing today.

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In order to successfully target diverse subcultures, such as Asian Americans, law firms have to understand each culture and its distinct consumer behavior. Asian Americans are an interesting target group for law firms for a number of reasons. The population continues to grow at a significantly faster rate than the general population or any of the other subcultures in this country. According to the U.S. Census Bureau, Asian Americans are also the most affluent group, with 28 percent of Asian American …