The meeting of cultures in the U.S. has always resulted in social and psychological changes. But the country for many years forced new immigrants to assimilate into the existing U.S. culture. Most new immigrants in the 19th and early 20th century adapted to the changes by giving up their culture and becoming American. And Americans were generally proud of this melting pot mentality. How things have changed! The American culture no longer supports assimilation; and the new immigrants – mostly from Latin America – are refusing to give up their Latino heritage. This presentation explores the new ways in which cultures are meeting (and often clashing) in the U.S. and how it is all affecting market segmentation approaches and marketing research.