US-based consumer research consultancy EthniFacts has appointed author and journalist Guy Garcia for the newly created position of President of New Mainstream Initiatives.

Dallas-based EthniFacts uses a nationally representative panel of Hispanic consumers and a proprietary suite of measurement scales for explaining and forecasting consumer behavior.

Garcia (pictured) is author of ‘The New Mainstream: How the Multicultural Consumer is Transforming American Business’. In addition, he co-founded urban web site TotalNewYork.com, worked on the development of AOL Latin America and AOL International, and launched the first iteration of AOL Latino. He is a contributing writer for CNN.com, The Huffington Post, and the National Journal, and has lectured and consulted with companies on ‘new mainstream’ consumer markets and the convergence of technology, ethnicity and American identity.

Carlos Arce, a co-founder and Chief Scientist of EthniFacts, comments: ‘Guy will provide us a rich perspective on the intersection of media and technology with societal trends and consumer culture. His continued speaking and writing engagements also provides us a strong voice for extending our reach in the marketplace.’

Web site: www.ethnnifacts.com .

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