One million new immigrants enter the United States annually, and one-third of all Americans are minorities. People from diverse cultures present a tremendous opportunity for companies to sell more products and services … if businesses are willing to adjust their practices to meet the unique needs of the fastest-growing consumer group in the country. The buying power of Hispanics, African-Americans, Asians and Middle Easterners is growing rapidly, and they spend over $2 trillion annually.Many Americans wrongly believe that multicultural customers only want to do business with people from their own culture. In most cases, nothing could be further from the
