Frequently Asked Questions
What does "third culture" mean?
The term Third Culture describes the unique identity that emerges when someone grows up between two or more cultures. For example, a person might be raised in a household that celebrates the traditions of their family’s home country while living in a place with very different customs and values. Over time, they blend elements of both worlds to form a third culture—one that’s uniquely their own.
Why should I do influencer marketing for the diaspora? Won't they find our products through their family?
Not necessarily. What’s a household name in the homeland may be completely unknown or just a niche reference to diaspora communities abroad. Relying on word of mouth alone means you risk missing a large, highly engaged, and affluent market.
By working with diaspora influencers, you ensure your message reaches the right audience in a way that truly resonates. These creators understand how to connect with people from their home and host cultures along with particular third culture references that matter to their communities, allowing your brand to connect on a deeper, more authentic level. This not only strengthens your branding but also drives higher engagement, loyalty, and ultimately, more sales.
What industries do you serve?
We focus on industries that regularly produce products designed to engage with specific ethnic or diaspora communities, such as beauty, entertainment, food, and fashion. However, we’re open to working with any industry looking to authentically reach and engage diaspora audiences around the world.
Which communities do you work with?
We primarily work with South Asian, East Asian, and Continental African communities across North America.
What does the market look like for diaspora communities in the US?
We specialize in serving South Asian, East Asian, and continental African diaspora communities—each uniquely positioned for strong brand engagement:
South Asian communities: In the United States, Indian Americans consistently lead in household income for all ethnic groups, with a median annual of around $151,200 in 2023. In Canada, South Asians are the largest visible minority group.
East Asian communities: Asian Americans have household incomes notably higher than the national U.S. average, with substantial non-housing wealth holdings.
Continental African communities: African immigrants to the U.S. are among the most educated—with 40% holding at least a bachelor’s degree, significantly above the national average. In particular, Nigerians and South Africans lead with 61% and 58% holding bachelor’s degrees, respectively.
All three communities are growing rapidly in North America. Asian immigration, for instance, has more than tripled from 1980 to 2000 and nearly doubled again by 2023. Forecasts also project continued growth for all of these communities.
How do you approach projects?
Our process starts with culture at the forefront. We take time to deeply understand the communities we’re working with and integrate it into our strategies; identifying cultural touchpoints, values, and references that will make a campaign truly resonate.
From there, we combine these insights with robust data analysis, using metrics like audience behavior, engagement trends, and platform performance to shape our decisions for influencer selection and campaign direction, while adhering to budgets. This balance of cultural understanding and data-driven strategy ensures that every campaign we design is both authentic and measurably effective.
Why should I partner with you instead of an agency focused on just the community I'm targeting?
While there are an extremely small number of agencies that take a culturally appropriate approach in the first place, we bring something else to the table: a global perspective. Because we work across multiple diaspora communities, we have a wider range of cultural references and creative touchpoints to draw from, fueling more innovative and cross-cultural campaign ideas than an agency focused on just one group.
For example, our founder’s research comparing the rise of Indian hip-hop to the earlier growth of reggaeton highlights how insights from one cultural movement can help predict trends in another. Additionally, we also have the ability to connect your brand to other communities or even the general public due to our widened perspective. With us, you get the best of both worlds: cultural authenticity and a broader, versatile perspective.
Wouldn’t this be more expensive than marketing in the home country?
Not only is influencer marketing pricing more globally standardized than many other forms of marketing, but the value far outweighs the costs. Marketing to diaspora audiences gives you access to a wealthier, less saturated market with far fewer competitors. These communities are also more brand-sensitive: when people abroad find the same products they associate with their homeland, they tend to develop stronger loyalty to the brands they recognize and trust.
Additionally, diaspora audiences can influence people from other communities that live near them. Just as Afrobeats music has gone mainstream in the UK, loyal diaspora customers can introduce your brand to new audiences back home. For businesses serving global customers, diverse Western markets like North America are critical hubs for growth.
This concept is at the heart of what we do. By understanding these third culture experiences, we help brands authentically connect with diverse audiences in ways that truly resonate.
Do you have case studies?
Yes we do! Scroll below to see some examples of our projects, or visit the "Our Work" section of our website.
How can I contact you?
You can reach us through our contact page or email us directly for inquiries.
