Category: Blog

The economy may be shifting, but one thing is clear: consumers are shifting faster. They’re cutting back, trading down, and reevaluating what’s truly worth their money. For brands, staying relevant in this climate means moving beyond short-term promotions and focusing on long-term value.

But value isn’t a one-size-fits-all concept. It’s emotional, it’s social, and it’s defined by the consumer, not the company. Our new guide for brands, Building a Recession-Proof Value Strategy is designed to help marketers bridge the gap between shrinking wallets and rising expectations. Because in 2025, showing up on social media isn’t enough. You need to show up with clarity, consistency, and purpose.

Here are three key takeaways from the report:

🔍 Value is multi-dimensional, and consumers define it.

Today’s consumers are looking for emotional reassurance, durability, social alignment, and convenience. Brands should take the time to understand how value is perceived in their category and adjust their messaging accordingly on social platforms.

📊 Social media is the new recession barometer.

Platforms like TikTok, Reddit, and Instagram have become spaces where people share spending habits, product recommendations, and brand perceptions in real time. If you want to understand where your brand stands, look there and not just at economic indicators or internal dashboards.

💬 Creators and community feedback are strategic tools.

Relatable creators often hold more influence than traditional ads, and social comments offer direct insight into what matters most to your audience. Tapping into micro-creators, monitoring comment trends, and embracing Comments as Creative (CasC) are key ways to build trust and relevance.

For more insights and examples, watch the replay of our virtual event and download the report below!

Vaysians, VaynerMedia’s community resource group for Asian/Asian American, Native Hawaiian, and Pacific Islander (AANHPI) employees, has created space for connection, cultural celebration, and community. What began as a small, informal gathering in 2017 has grown into a global network of AANHPI members and allies focused on increasing visibility, multi-dimensional storytelling, and support.

This May, Vaysians led a company-wide celebration of AANHPI Month through a social content series, in-person events, and multi-office activations. From the “Vayner Voyages” storytelling takeover spotlighting individual career journeys to a joint event with VaynerMusic, and intimate interviews exploring identity in creative fields, the programming focused on creating human-to-human connection.

We spoke with some Vaysians co-leads (Jennifer Bang, Kim Wong, Nicole Enrile, Kara Kung, Geethika Bathini, and Cristy Sotelo) to reflect on this year’s activations, how the group has evolved over the past 11 years, and what the future holds for the next generation of Vaysians.

What was the intention behind this year’s AANHPI Month content series and social takeover?

Since last year, Vaysians has been working closely with the MarComms team to amplify AANHPI voices through the VaynerX platform. Some of the key contacts within MarComms are Vaysians members themselves, which made planning smooth and feasible. The value of the content series is to reach AANHPI communities outside of VaynerX and connect with people on a human-to-human level.

What stories or themes stood out most from the interviews with Vaysians members?

The biggest theme that stood out was cultural identity. Many AANHPI people are working and living in an individualistic society in North America while balancing a cultural identity that is collectivist by nature. There was also a shared experience around the pressure to follow more traditional career paths — the familiar idea that our parents wanted us to be doctors, lawyers, or engineers — but instead, many of us have found our way into creative industries or roles in creative spaces.

Why is it important for AANHPI people to feel safe, seen, and represented in the workplace?

Why wouldn’t anyone want to feel safe, seen, and represented in the workplace? There is not much difference among diverse groups when it comes to this need — it should be the bare minimum that everyone feels all three.

How did the broader Vayner community engage with the content? Anything that resonated more than expected?

In the Los Angeles office, cultural phrases of the week were introduced, and it was endearing to hear non-AANHPI peers using them in meetings. A scavenger hunt helped rally weekly participation, and the office was decorated to keep awareness and spirit high.

In the New York office, Vaysians hosted a “Yap + Sip Social Hour” sponsored by Sasha Group President Matt Garcia, who is also an investor in the soju brand Yobo Spirits. Attendees showed genuine curiosity about the flavors they were trying and stayed to connect with one another.

In the Toronto office, an Asian Heritage Month collage sparked organic conversation and connection. Sharing personal facts and new information brought people together in a meaningful way.

Vaysians has been around for 11 years. How has the group evolved since Jennifer Bang and Denise Chan first started it?

In 2017, Jennifer Bang and Denise Chan brought together a small group of Asian American colleagues who had expressed an interest in meeting monthly. Invites were shared by word of mouth, agendas were fluid, and attendance was inconsistent — especially since there was no clear precedent for prioritizing internal or cultural initiatives over client work. At the time, there also weren’t many AANHPI employees at the company. But Jennifer and Denise made time to plan weekly conversations that naturally flowed toward topics like current events, representation in media and entertainment, and personal experiences both in and outside the workplace.

What has been the most meaningful shift or milestone in Vaysians’ journey so far?

Retention and expansion. There has been a shift toward prioritizing active internal members, recruiting new members, and creating leadership positions within the group.

How has the mission or purpose of Vaysians expanded or shifted over the years?

The mission has remained remarkably consistent: to promote multi-dimensional narratives about AANHPI people.

What are your hopes or plans for the next chapter of Vaysians, either this year or in the longer term?

The goal for the rest of 2025 and into 2026 is to see continued growth in the newer chapters in Toronto and Los Angeles, and to reactivate the London chapter. There is also excitement around collaborating more with other CRGs to support and celebrate one another.

What advice would you give to new members or future co-leads who want to shape the next 11 years?

Continue to reclaim what this means — that being Asian American, Native Hawaiian, and/or Pacific Islander is part of our identity every day. While it’s important to honor special macromoments like Lunar New Year, AANHPI Month, or Mid-Autumn Festival, it’s equally important to celebrate the small, everyday micromoments.

Want to learn more from our Vaysians crew? Check out our content series over on Instagram.