The Intercultural New Mainstream

The Advertising Research Foundation (@The_ARF) features a video of Guy Garcia (@guygarcia), author of The New Mainstream: How the Multicultural Consumer Is Transforming American Business, speaking on the enormous shift in buying power from the diversity that is now the "new normal" driving force of American capitalism. He cites numerous cases that illustrate why "any organization that ignores the lessons of The New Mainstream [the new consumer] is doomed to fail."

Watch the video. What implications does this have for book publishing? As it relates to cover design? Content? Distribution? Marketing?

Somersault Group

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