The New Mainstream: How the Multicultural Consumer Is Transforming American Business

by Guy Garcia

Book Overview

An economic revolution is transforming America: the New Mainstream. In this groundbreaking book, Guy Garcia explains how Americans will eat, work, play, learn, and spend money in the twenty-first century--and why any organization that ignores the lessons of the New Mainstream is doomed to fail.

Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is a loose coalition of minorities who have been...

• Format: Paperback
• Language: English
• ISBN: 0060584661
• ISBN13: 9780060584665
• Release Date: October 2005
• Publisher: Harper Business
• Length: 336 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.9" x 5.6" x 8.8"

Customer Reviews

A cultural and demographic shift is occurring in America - this book will help you seize the rising

America has long been a nation of immigration, but the "old" mainstream immigration was primarily from Europe. In his new book titled - "The New Mainstream" - journalist and author Guy Garcia discusses the political, economic and social implications of the current changing face of America. Today, there are more than 80 million Asian, Hispanic and African Americans that comprise a quarter of the nation's population, and as consumers they spend more than $1.2 trillion a year on aggregate. It's estimated that within four decades, America's non-Anglo population will be near 50 percent of the total. These stats suggest a cultural shift that's now underway, which impacts every business, government agency and organization within this country. Soundview recommends this book for any group that heeds its clarion call of opportunity to meet the needs that will occur with the demographic move that's currently occurring and will continue for the foreseeable future.