Immigration 
Immigrants are increasingly maintaining and celebrating their unique cultural traditions, not giving them up to integrate into their new culture.
Throughout the U.S. and the world, this "assimilation by addition" is creating new audiences, all of whom expect to be recognized and respected.
RECOMMENDED READING »
The Average American: The Extraordinary Search for the Nation’s Most Ordinary Citizen
Kevin O'Keefe
To be the perfectly average American is harder than it might seem: You must live within three miles of a McDonald's, and two miles of a public park; you must be better off financially than your parents, but earn no more than $75,000 a year. This fact-filled book is an extraordinary journey in finding out who an average American really is.
The New Mainstream: How the Multicultural Consumer is Transforming American Business
Guy Garcia
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.
SUCCESS STORIES »
Washington Bank
The nascent Washington Bank seeks to tap Northern Virginia's growing Hispanic community, a population estimated near a quarter-million people with annual buying power of $5 billion.
The 12-member board of directors includes some of the area's top Hispanic business leaders, and all of the bank's organizers have very close ties to the Hispanic community.
The local Hispanic population is mostly unbanked, which, coupled with a very high increase in purchasing power, means that Washington Bank is looking at a growing market.
Wal-Mart
Wal-Mart is now printing its monthly ad circulars in Spanish and English, and launched its own Spanish magazine which it distributes at stores heavily shopped by Hispanics.
It is also teaming up with Sprint to offer a new pre-paid wireless service which is expressly targeted to Hispanics, stocking products whose designs are inspired by Mexican art and culture, and offering cut-rate fees on money wire transfers.
Western Union
Few companies capitalize on the financial power of immigrants like Western Union. Each year thousands of immigrants use Western Union to send money home.
Case-in-point: According to the Inter-American Development Bank, Mexicans will wire home nearly $22 billion in cash this year - and this number is only expected to grow. By recognizing and catering to this cultural shift, the company has been able to significantly increase its revenue, along with the number of locations worldwide.