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

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.