What to know

The term “new mainstream,” which is often credited to author and journalist Guy Garcia, refers to the transformation of the US consumer markets, highlighting how diverse groups have reshaped US identity by becoming the new majority. 

The term “mainstream” as we know it has proved to be insufficient to capture and represent the US demographic makeup. The “mainstream” is no longer culturally uniform but rather encompasses an increasingly wide range of cultures and demographics. 

Businesses evolving to meet the demands of the changing social and economic landscape calls for a shift in marketing strategies to center segments from diverse communities and recognize their influence, importance, and increasing buying power.

Additional resources

• Redefining Multicultural Marketing as the New Mainstream (Campaign US)