Their spending power is now more than $1

Their spending power is now more than $1 trillion, yet they are the most overlooked market in America. They live the American Dream at rates that outpace “mainstream” whites—yet they can be reached for less.

They are ethnic Americans—and by the year 2005, they will represent one in three Americans. African Americans, Hispanic Americans and Asian Americans are increasing in population, and Alfred L. Schreiber, author of Multicultural Marketing: Selling to the New America, says it is time for marketers to capitalize on this lucrative expansion.