Guy Garcia – författare

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.

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.