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

An economic revolution is transforming America. It's called The New Mainstream.
The New Mainstream 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.
In The New Mainstream, Guy Garcia offers us both a wake-up call and a road map to the new multicultural reality in America. The New Mainstream is a corporate survival guide for the uncharted markets of the twenty-first century as well as an intellectual toolkit for anyone hoping to get a handle on -- or get ahead of -- the demographic and marketing trends of today's increasingly diverse global society.
Somewhere between the moment when salsa replaced ketchup as the nation's most popular condiment and the rise of a pugnacious white rapper named Eminem to a top-selling recording artist, America changed for good.
The change was both subtle and seismic. The change was demographic and social, cutting across corporations and organizations, and putting a multicultural spin on everything from business and politics to entertainment and technology. Mainstream America, the way we knew it, was gone for good. But what has replaced it?
The New Mainstream is the most profitable sector of the U.S. economy, and it will be the one to have the deepest impact on the very nature of what it means to be an American.
Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is the loose coalition of minorities that have been forced to forge their own identity outside the Old Mainstream -- even as they use and consume mass-media and mass-produced products targeted to the general public. This new consumer economy is transforming how products and services are developed, marketed, and bought. And by tapping the core values that have helped to make the United States the world's most powerful country, the multicultural consumer is also America's best hope for the future.

Business & Money

Garcia, Guy

Management & Leadership

Rayo/Harper Collins

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 forced to forge their own identity in American culture - even as they use and consume goods and services targeted to the general public. This shift in consumer buying power is not only transforming how products are developed, marketed, and bought, it also illustrates that diversity is the driving force of American capitalism. As Garcia shows, The New Mainstream is both a wake-up call and a road map to this new economic reality.

Industries

HarperBusiness

In an eye-opening exploration of contemporary American manhood, Guy Garcia’s The Decline of Men shows how men are struggling to redefine what being a man means in today’s world. Packed with startling statistics, informed by pop culture, and narrated in the entertaining style for which Guy Garcia is known, The Decline of Men sheds light on a problem that has wreaked havoc on the American family and urges men and women to look past the gender wars to address this national emergency together.

The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future

History

Historical Study & Educational Resources

Harper

The Decline of Men: How the American Male Is Getting Axed, Giving Up, and Flipping Off His Future

Harper-perennial

David Loya, a second-generation Chicano, leaves the barrio of L.A. for Harvard Law and work with a New York law firm and finds his worlds colliding as he searches for an undocumented Mexican worker and his own identity

Skin Deep

Literature & Fiction

United States

Farrar. Straus and Giroux

The narrator of Skin Deep is David Loya, a second generation Chicano from the East L.A. barrio. With a degree from Harvard Law School he is a rising star in a major New York law firm. He returns to L.A. in response to an urgent request from a Harvard friend to find a missing illegal Mexican named Josefina Juarez. David's search for Juarez takes him deep into the barrio where the mystery of her fate upends his world and forces him to confront long-buried questions about family, love, friendship, and his own identity. Skin Deep is a novel about coming of age in the new America, a place in which races and cultures have not so much melded as collided and in which no identity is secure. Garcia chronicles this new urban landscape with acuity and informed sympathy.

Skin Deep (California Fiction)

University of California Press

Past and present mix in a fast-paced intellectual adventure, when Chicano graduate student Brian Mendoza discovers intrigue in Mexico City while researching the dark, mysterious religious journey of sixteenth-century shaman Xotl. By the author of Skin Deep.

Obsidian Sky

Simon&Schuster

Kin, a Lacando'n Indian boy explores the stone temples and pyramids near his home in Mexico and discovers his Mayan roots

Spirit of the Maya: A Boy Explores His People's Mysterious Past

Children's Books

Walker Co

Kin learns to appreciate his Mayan ancestry and take pride in his roots as he explores the ruined temples and pyramids of Palenque, Mexico, one of the greatest cities in the Mayan empire.

Spirit of the Maya: A Boy Exlores His People's Mysterious Past

Swarm

In this fast-paced high-tech thriller, Austin-based hacktivst Tom Ayana is already an infamous flash-mob impresario known as "Swarm" when experimental software code is leaked to him from the Defense Department. Tom's enhanced neuro-abilities and his encounter with the shadowy Meta Militia propel his online alter ego into becoming "the elusive alpha that controls the hive mind" with transformative and potentially lethal effects. As Swarm pursues his quest to jumpstart the next phase of human evolution, he becomes the target for Jack Duggan-a Homeland Security cyber-investigator with a reputation for going rogue. Duggan risks his career to untangle a web of corruption and betrayal that reaches from a military atrocity in Afghanistan and an Edenic video game virtual world to the highest echelons of U.S. government. Duggan soon enlists biologist Cara Park to help him stop Swarm before he ignites a crowd-sourced insurrection with the power to shatter the status quo and rewrite the rules of democracy.

Mystery, Thriller & Suspense

Mystery

Morphic Books

See the best price to sell, buy, or rent books by Garcia, Guy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Garcia, Guy

See the best price to sell, buy, or rent books by Garcia, Guy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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

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

The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future

The Decline of Men: How the American Male Is Getting Axed, Giving Up, and Flipping Off His Future

Skin Deep

Skin Deep (California Fiction)

Obsidian Sky

Spirit of the Maya: A Boy Explores His People's Mysterious Past

Spirit of the Maya: A Boy Exlores His People's Mysterious Past

Swarm