May marks Asian American and Pacific Islander (AAPI) Heritage Month, a time to recognize the diverse cultures and experiences of AAPI communities across the U.S. It is also an important moment for campaigns and organizations to reflect on how they are engaging one of the fastest-growing and increasingly influential voter blocs in the country.
In the 2024 general election, we were proud to power the campaigns of several inspiring AAPI leaders. Check out those success stories in our 2024 recap.
Understanding Key Concerns in the AAPI Community
The economy remains a top concern, with 72% of Asian Americans naming at least one economic issue for the government to prioritize, and 42% citing personal financial challenges. With the rise in the cost of living for groceries, housing, and healthcare, it is evident that this strain contributes to financial stress, with 8 in 10 adults citing these factors as a major pain point.
Immigration policy is another key issue, directly impacting many Asian families. Nearly half of Asian Americans say increased enforcement actions, such as deploying National Guard troops and ICE agents, waste taxpayer dollars, and 73% hold unfavorable views of ICE, higher than the general population.
Healthcare is also a growing concern. Forty-four percent of AAPI adults report facing a healthcare-related issue, and 60% are worried about rising costs. Barriers like language access and culturally competent care persist, and proposed policy changes could further limit access to Medicaid, Medicare, and Marketplace coverage for immigrants. These shifts could have an outsized impact on AAPI communities, particularly seniors and multigenerational households.
These concerns are not abstract. They are actively shaping how AAPI voters show up and participate in this year’s primaries.
AAPI Voters and the 2026 Primary Landscape
The most consequential contests of this cycle are already underway. In California, AAPI voters made up around 17% of the 2024 vote share, while in New Jersey, Asian Americans are the fastest-growing voting group in the state.
As primary turnout continues to evolve, these shifts reflect the growing presence and influence of AAPI voters across key states. Yet their role is not always matched by consistent outreach or engagement.
In 2024, 42% of AAPI voters reported receiving no outreach from either major party. In a cycle defined by record primary turnout, there is a clear need for more intentional, inclusive, culturally competent engagement that ensures AAPI voters are engaged and heard.
Closing the Contact Gap
Closing that gap requires more than broad outreach. It calls for a more thoughtful approach that reflects how AAPI communities actually engage with media, language, and elections.
Rather than treating AAPI voters as a single audience, campaigns can pair primary propensity insights with more nuanced audience signals, like Asian American voter segments and in-language media preferences, to better understand who is likely to participate and where outreach gaps remain.
When paired with culturally competent messaging and the right media mix, these insights can help campaigns reach high-propensity, surge, and irregular voters who are too often missed by conventional strategies.
For campaigns navigating this environment, our Primary Strategy Package brings together key insights and approaches for reaching the voters who will shape 2026 primaries.
Conclusion
Honoring the AAPI community means building a more inclusive democracy where voters are meaningfully reached and heard. By combining data with authentic engagement, campaigns can make 2026 a landmark year for AAPI representation at the ballot box.