Study Shows Indian Immigrants Embrace Dual Identity in U.S.
March 16, 2009
New study by New American Dimensions and interTrend Communications finds that many Asian Indian immigrants living in the U.S. are proud of their Indian culture but consider themselves to be both Indian and American
LOS ANGELES, March 16 /PRNewswire/ — Many Asian Indians play a balancing act between celebrating their rich Indian culture and embarking on new experiences in the U.S. On one hand they are eager to embrace American culture, and on the other they hold dear to the traditions and values of their roots. Although 40% expressed that they will one day return to live in India, as the second largest group among Asian immigrants, many Asian Indians consider the U.S. their home. These insights come from an exciting new comprehensive study by Los Angeles based Asian American advertising agency interTrend Communications and multicultural research firm New American Dimensions. From multiple focus groups in Los Angeles to an extensive Internet survey of 458 Indian immigrant adults, this study captures unique insights into the daily lives and thoughts of this highly acculturated and successful group. The study is supplemented by a video snapshot of Asian Indians in Los Angeles to affirm and personify the findings from the research.
Highlights of the study are available at www.newamericandimensions.com and www.intertrend.com .
“Approaching three million in number, and with a household income which is the largest of any Asian segment in the United States, this is a consumer that can’t be ignored,” said
David Morse, President and CEO of New American Dimensions.
Julia Huang, CEO of interTrend Communications, states, “Many Fortune 500 companies, such as State Farm Insurance have recognized Asian Indians as a vital part of American culture and have begun a meaningful dialogue with them. This segment’s high income levels, advanced education, rate of acculturation, and success in the managerial workforce have proven to make effective marketing efforts a win-win situation.”
About interTrend Communications
interTrend Communications, Inc. is the leading, 100% minority owned, full-service marketing agency targeting a wide range of Asian American segments.
About New American Dimensions
New American Dimensions is a multicultural marketing consulting, research, and trends company based in Los Angeles, California that provides actionable multicultural marketing intelligence for its clients.
SOURCE New American Dimensions; interTrend Communications
Source: newswire
