Guy Garcia (born 16 July 1955 in Los Angeles, CA) is an award-winning journalist, novelist, and multimedia entrepreneur, specializing in multicultural consumerism and socio-economic trends.

Garcia is the current President & CEO of Mentametrix, Inc., a next-generation research, marketing and consulting company that combines: [1] multicultural consumer insight from a sociological phenomenon he coined The New Mainstream, for which he has written a book by the same name; and [2] the predictive power of the Implicit Association Test (IAT) and other online research technologies.

Garcia was a staff writer at TIME Magazine for 13 years, where he covered business, international and arts & entertainment, including a 1988 cover story on the emerging U.S. Latino culture, featuring famed actor Edward James Olmos.

He is a former Vice President at AOL, where he launched AOL Latino, the bilingual entity of AOL International, encompassing all 2 million of its Hispanic subscribers.

A three-time national magazine Awards judge, Garcia serves as a speaker and consultant for major international corporations, including Time Warner, Reebok, The National Ski Aeas Association, Kraft Foods, the Coca Cola Company, Nissan Motors, McKinsey & Co. and the Council on Foreign Relations. He is a nationally-recognized expert in multicultural markets and mega-trends, who has appeared on NPR, ABC World News Tonight, CNBC, PBS, and New York One.

He is currently chief consultant to the Warner Bros. Hispanic Marketing Project, The Time Warner Research Council Multicultural Consumer Study, and the PBS/BBC co-production Latin Music USA, a four-hour documentary on Latin Music and Culture to air in January 2009.

In the mid-90s, Garcia co-founded Total New York, a highly acclaimed Silicon Alley start-up and later became the Founding Editor of AOL Digital City, New York.

He currently owns or shares equity in: Mentametrix, Inc., Veritalk, and Montebello Entertainment. He is a member of P.E.N. and an Edward Albee Fellow.

Education more less

Executive History more less

2008: Publishes The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future (Harper Collins), a critical analysis of the economic, cultural and social malaise afflicting the American male, who is opting, instead, for superficial definitions of masculinity, self-destructive behaviors and virtual escapism, which Publishers Weekly called "an astute and well-researched meditation on how men might reclaim their identity and place in modern America and why such a transformation is important to future generations of both men and women."
2004: The New Mainstream: How the Multicultural Consumer is Transforming American Business Harper Collins, a critically acclaimed book about emerging demographic, economic and marketing trends in the increasingly multi-ethnic American population. Wins “Best of 2004” Award from Soundview Executive Books Summaries.
2002—Present: President and CEO of Mentametrix Inc....A multicultural research and marketing solutions company, focusing primarily on the concepts and insights of The New Maintstream.
2002: Vice President of AOL Broadband Programming/Music...Transitioned AOL Music to the new AOL Broadband Product and Programming group.
2001: Vice President, Content & Programming, AOL International...Australia, Canada, China, Japan and Latin America.
2001: Develops and launches TIME Voices/Voces and Frontiers/Fronteras...A groundbreaking cross-promotional collaboration between AOL Latino and Time Inc., CNN, Time Warner Inc., Time Warner Cable and AOL Mexico.
2000: Subject of a one-on-one interview with Peter Jennings on a special edition of ABC World News Tonight focusing on US Hispanics.
1999—2001: Vice-President, Content and Programming, AOL Latin America...All Latin American markets, including AOL Brazil, AOL Mexico, AOL Argentina, AOL Puerto Rico, and regional portal.
1998—1999: Director, Creative & Editorial Development, AOL Interactive Properties...Programming for ICQ, a web-based instant messaging system with more than 60 million users worldwide.
1998: Writes landmark Sunday New York Times feature on Jennifer Lopez, Ricky Martin, and the social implications of the “second boom” of US Latino culture.
1997—1998: Executive Producer/Founding Editor, Digital City New York...AOL’s Digital Site for New York City.
1997: Publishes Spirit of the Maya (Walker & Company), a real-life story of a Mayan boy who discovers his ancestors created the pyramids and temples of Palenque, Mexico.
1995: Publishes Obsidian Sky (Simon & Schuster), a novel about a Chicano anthropologist who travels to Mexico to investigate his Aztec roots.
1994—1997: Co-Founder, Editor & Content Director of Total New York, Inc....An award-winning New York City website later bought by AOL Digital City.
1994: Reports and writes the TIME Magazine cover story on the Maya; based on research for second novel Obsidian Sky.
1989: Publishes Skin Deep (Farrar, Straus & Giroux), a widely hailed novel about a Harvard-educated Latino lawyer who collides with his East LA roots.
1980—1993: Staff Writer, Time Inc....Music reviewer and entertainment writer; domestic and International news features; Profiles; Culture; Music; Cinema; People; Showbusiness, Reviews. Authored seminal cover story on rise of U.S. Latino culture and Chicano Actor Edward James Olmos