Now that Asian and Pacific Islander Heritage Month has begun, Snapchat put out some new research on how its users are planning to celebrate the month and also what they want to see from brands and other organizations in relation to the way they are showing their support for API communities.

The API community has faced heightened tension in the past few months, marked by soaring racially motivated attacks. It has made the event this year all the more crucial, and Snapchatters look to employ it as a prompt to increase their understanding of the key issues at play, as explained by Snapchat:

"We heard from so many Snapchatters, a desire to educate themselves on API communities and for brands to show public commitment to combating racial discrimination. Nearly 3 in 5 Snapchatters believe that brands have a responsibility to speak out against racism, hate, and discrimination."

The brand element here is crucial, and is, of course an important takeaway for businesses which are active on the app.

In fact, Snapchatters expect brands to leverage their voice to stand in support of API communities.

"Among Snapchatters in Canada (46%) and the US (39%), using their voice to speak out against anti-Asian hate crimes is the most important thing that brands can do during Asian Pacific Islander Heritage Month. Snapchatters believe that kindness and inclusivity are what drive people and would like brands to reflect the same," it added
That tallies with past studies which indicate that younger audiences seek alignment with social causes and movements, and thus are more likely to support brands that pursue similar directions.

But beyond this month, Snapchatters also want more brands to act beyond this period in showing their support for marginalized communities.

"Nearly 3 in 5 North American Snapchatters want to see brands continue to take action in support of API communities beyond the month of May. Nearly half of Snapchatters in Canada (48%) and the US (45%) said they want brands to publicly commit to supporting diversity, and they'd like to see more external campaigns to raise awareness."
There are some important takeaways here, not just in terms of demonstrating support for API communities but also beyond that to social good initiatives more broadly. As cited, prior research has already suggested that younger audiences are keen to affiliate, and in fact their spending, with organizations that want to make a difference, in various ways, and demonstrate support for relevant causes and movements as an integral part of that.
But now, in this time when such an overwhelming number of attacks on the API community is rising, we are trying to show support and to take a stand-and we must all try our best so that all people feel included and valued by showing wherever possible that.

Not only is it good from a business perspective, but it's better for society as well. And just as when some companies used to fear to appear to endorse social movements, lest they alienate would-be consumers, nowadays, more and more, this is what young people expect.