Are you trying to optimize your brand to speak to ethnic millennials? Ethnic millennials in the U.S. can be a huge target for your business—but only if you’re advertising to them the right way.

There are several things to know about millennials. First of all, there are a lot of them: according to Forbes, there are 77 million millennials worldwide, which comes out to 1.4% of the U.S. population. This means millennials wield a lot of spending power. And second, there’s more to your average millennial than student loans, hashtags, and short attention spans. Millennials are people, too. They strive to be kind to people, they want to be actively engaged, and they like innovation—and they’re passionate and willing to speak up for issues they care about.

Ethnic millennials, more specifically, make up a big part of the population. According to Brookings, millennials comprise 27% of the total minority population; 30% of millennials are Hispanics, Asians, and those identifying as two or more races; and minorities make up more than half of the millennial populations in 10 states (and more than 40% in other states).

As you work to make your brand speak to ethnic millennials, investing serious time in research will pay off in big ways. Diversity and representation are huge issues among millennials, and ethnic millennials in particular can smell whether a brand’s diversity is authentic from miles away. Take a step back and look at your brand with new eyes. Can it be described with the adjectives “authentic,” “honest,” “transparent,” “thoughtful,” and “considerate?” If so, you’re on the right track. If not, it may be time to re-evaluate your strategy.

Another way to self-analyze your brand and consider whether it’s effectively reaching ethnic millennials is to take a look at your content marketing. Millennials aren’t big on advertising; in fact, 84% of them have specifically said they don’t like it at all. Not only do they not like it, most of them don’t even see it: almost half of them have ad blockers enabled, and many watch Netflix instead of TV. This means that instead of traditional ads, content marketing—something that tells a story instead of just selling a product—is quickly becoming the new trend. Examples of content marketing include infographics, blog posts, whitepapers, podcasts, and more.

But while telling stories is important, you can’t just tell any story. You need to tell stories that are thoughtful, well researched, and important. Remember, millennials have strong opinions—they want to be seen and heard. And for ethnic millennials, this is more important than ever. Make sure your brand’s content marketing is carefully researched and truly diverse. Your marketing strategy to reach ethnic millennials should be different than your strategy to reach just any millennial; ethnic millennials look at the world through a different lens, and it’s up to you to do your research and take a peek through that lens yourself. It’s the only way you can tailor your marketing efforts to get results. Ethnic marketing needs to be built on a strong foundation of understanding, and you have to put in the effort needed to understand your ethnic millennial customers.

So what exactly do ethnic millennials want to see in brands? They want to see authenticity, honesty, and true deep-rooted diversity. Most of all, they want to see a brand that openly cares about them and their unique culture and story. Ethnic millennials want to be understood and celebrated, because that’s what they deserve.

In the end, you can be confident your brand speaks to ethnic millennials if you forget about the numbers and think instead about the people.