The new mainstream

A new America is emerging. Its population and culture are more diverse than ever before and it is more connected to the outside world than ever before. As the multiculturalism of Hispanics, African Americans, Asians and new immigrants comes together, they forge a New Mainstream-based cul- ture and economy that will soon overcome the Anglocentric “Old” Mainstream. Today, 80 million African Americans, Hispanics, and Asians make up more than one fourth of the country and spend more than $1.2 tril- lion a year. By 2050, non-Anglos will grow to 47.2 percent of the popula- tion. 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. The one constant in American culture is commerce, and to understand where the economy is heading, people will have to understand who determines it and makes it up.

In The New Mainstream, journalist and multimedia entrepreneur Guy Garcia offers a wake-up call and a road map to the new multicultural reali- ty in America, creating a corporate survival guide for the uncharted mar- kets of the 21st century.

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