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The New Mainstream: How the Buying Habits of Ethnic Groups Are Creating a New American Identity
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******************************** The New Mainstream: How the Buying Habits of Ethnic Groups Are Creating a New American Identity http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1270 Americans love freedom of choice. In his provocative book, The New Mainstream: How the Multicultural Consumer Is Transforming American Business, Guy Garcia presents a powerful case that the ability of Americans to pick and choose for themselves is creating a new economic and social matrix in the U.S. as the country evolves from the mythical "melting pot" to a "salad bowl" of ethnic, religious and gender diversity. The growing influence of ethnic diversity in the marketplace is not a matter of a fickle change in taste, however: The "New Mainstream," as Garcia calls the emerging multi-ethnic power block, is gaining clout because of a confluence of factors -- some of which are as old as the American nation, while others are radical departures from the past.
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