The New Mainstream
How the Multicultural Consumer Is Transforming American Business
About the summary
A new America is emerging. As the multiculturalism of Hispanics, African Americans, Asians and new immigrants comes together, they forge a New Mainstream-based culture and economy that will soon overcome the Anglocentric “Old” Mainstream. Corporations, politicians, institutions and the media will not only have to accept and understand the New Mainstream, but they will have to embrace it and become part of it. In The New Mainstream, journalist and multimedia entrepreneur Guy Garcia offers a wake-up call and a road map to the new multicultural reality in America, creating a corporate survival guide for the uncharted markets of the 21st century.