The New Mainstream

About the Author

Guy Garcia is an award-winning journalist, novelist, and multimedia entrepreneur. A staff writer at Time magazine for 13 years, Garcia has also been a long-time contributor to the New York Times and other publications. His literary prowess extends to two novels, Skin Deep and Obsidian Sky. With a keen eye for cultural shifts and demographic changes, Garcia delves into the transformation of American business through the lens of multiculturalism in his book, The New Mainstream: How the Multicultural Consumer Is Transforming American Business.

Main Idea

A new America is emerging, characterized by unprecedented diversity and a strong connection to the global community. This new reality is driven by the multiculturalism of Hispanics, African Americans, Asians, and new immigrants. These groups are forging a New Mainstream culture and economy that will soon surpass the traditional Anglocentric Mainstream. With non-Anglos projected to make up 47.2 percent of the population by 2050, American businesses, politicians, institutions, and media must embrace and integrate into this New Mainstream to thrive.

Table of Contents

1. Introduction: A New America
2. Terra Incognita: The Uncharted Markets of the 21st Century
3. Ethnicity Inc.: The Cultural and Economic Shift
4. Latino Growth Opportunity
5. The Tiger Effect: The Power of Multicultural Celebrities
6. Eye of the Beholder: Multiracial, Multiethnic Trends
7. Diversity.com: The Digital Revolution
8. Cohesion and Trust: Building Social Environments
9. America’s Future is its Past: The Historical Context
10. Immigrant Destinations: Modern Migration Patterns
11. The Unfinished Pyramid: Symbols of Diversity
12. Creative Consumption: The New Mainstream Consumer
13. Beyond the New Mainstream: The Future of American Culture

Terra Incognita: The Uncharted Markets of the 21st Century

The New Mainstream is a dynamic intersection of demographic, cultural, and economic forces reshaping American society. As population trends and profit-driven interests converge, the "creative class" joins to create and maintain the infrastructures, systems, and content of the information age. This new force is a stark contrast to the old ethnocentric nativism, thriving on the diversity of ethnicity and consumers. Companies that recognize and integrate with the New Mainstream, rather than treating it as a separate entity, will drive the future economy.

"It thrives on the diversity of ethnicity, but also on the diversity of consumers." - Guy Garcia

Ethnicity Inc.: The Cultural and Economic Shift

The New Mainstream is catalyzing a cultural shift that will transform the business landscape. While marketers have long translated commercials into Spanish and featured Asians on billboards, these efforts are just the beginning. Ethnicities such as Latinos come from various countries and have diverse preferences. As these differences fade, diversity initiatives will become intrinsic to corporate strategies, with panethnicity becoming the norm. The convergence of ethnicities within companies will naturally integrate cultural understanding and market insights.

"Diversity initiatives and in-culture knowledge will be unnecessary components of strategy, because the New Mainstream will be the strategy." - Guy Garcia