i'm maria hinojosa. this program was made possible in part by: the corporation for public broadcasting. and by contributions to your pbs station from: behind every number, there's a story. and today's numbers tell a dramatic one. the combined purchasing power of non-white americans is over $3 trillion, almost a fifth of the u.s. economy. latino purchasing power makes up nearly half of that, and is growing fast. the demographic changes happening nationwide are on full display here, deep in the heart of texas. with an already multicultural majority, its capital city, like much of the nation, is a fusion of diverse cultures. the demographic dominance of latinos and other ethnic groups is having a profound effect on consumer culture as we know it. and in order to stay competitive, brands need to reach diverse consumers now. we've come to austin, texas, to see how this all plays out in the high stakes world of advertising. this is latinworks, a leading ad agency with a specialty in multicultural campaigns. se

i'm maria hinojosa. this is one on one. john francis, welcome to our program. >> thank you, maria. >> hinojosa: good to have you here. so you are the author of the book planetwalker: 17 years of silence, 22 years of walking. >> yes, i am. >> hinojosa: and so it really was. people, i'm sure they're like, "really? he stopped talking for 17 years?" >> right, i did, actually. >> hinojosa: and you walked for 22. >> for 22 years, without motorized vehicles, yeah. >> hinojosa: and throughout all of that, an essential part is your friend here, the banjo. >> my friend the banjo. >> hinojosa: does banjo have a name? >> well, it's american princess. american princess. it's an old banjo. it's over 100 years old, and was built in philadelphia. >> hinojosa: so the banjo became a central part of you as a persona in these years where you were walking and you were not talking. >> yeah, it did. >> hinojosa: but let's go back for... and you play it normally. >> i do, all the time. so you might hear it as we're talking. >> hinojosa: it's an ex

i'm maria hinojosa, this is one on one. luis alberto urrea, welcome to the program. a lot to people know you because you're a best-selling author. you wrote across the wire. you wrote the amazing book the devil's highway-- extraordinary. your newest book, into the beautiful north, which we'll get to in a minute. but a lot of people also know you because you're the mexicano who breaks all the molds. >> ah, yeah. >> hinojosa: you are not the mexicano who looks like all the other mexicanos that they think they know. >> yeah, yeah. i... in louisiana, somebody told me i was a "bubba-looking mexican." >> hinojosa: bubba? >> yeah, "the bubba-looking mexican." >> hinojosa: ( laughing ) and you can... you even got that southern training twang there. you can... >> well, you know, it's having lived in the south, i guess. i'm fascinated by it. >> hinojosa: i mean, you really are like 100%, and even in your home when you were raised, you were 100% mexicano. your dad didn't even want you to ca yourself a chicano. >> oh, no. >> hinojosa: and you mom was 100% american. >> right. >>

i'm maria hinojosa, this is one on one. majora carter, welcome to our program. >> thank you for having me. >> hinojosa: so okay, you are a genius, award winning... important to say straight up at the front. i know, you're like, "no, no, no!" you are a woman of the south bronx. >> yes. >> hinojosa: and when people think of the south bronx, they think of blown out buildings, fire, garbage, pollution. when you look at the south bronx, you see what? >> possibility, promise, some of the world's most beautiful people... >> hinojosa: hmm! >> ...all sorts of assets that are just waiting to be developed and recognized as such. >> hinojosa: but when you were growing up in the south bronx... >> uh! >> hinojosa: ...one of ten kids, okay? >> ( laughing ) yeah. >> hinojosa: what were you seeing around you? >> i was seeing, you know, the burned-out shells of buildings. i did see, you know, crack heads who lived across the street from me in a burned out shell. i did see my neighborhood played out larger than life on television about being,

i'm maria hinojosa, this is one on one. lin-manuel miranda, welcome to our program. >> thank you for having me. >> hinojosa: so you're the lyricist, performer, and composer of the award winning in the heights on broadway which tells the story of this barrio, this neighborhood in northern manhattan, and it becomes this amazing musical of survival of this community. and you started writing that when you were in college. >> yeah. >> hinojosa: so did you ever imagine, "yeah, it's going to end up on broadway," or was that just like an illusion? >> oh, i imagined it! ( laughing ) i mean, you wouldn't write it if you didn't feel like it was... it was worth something, but i imagined it in the way that you imagine being a jedi when you are three years old, you know? it's in the realm of possibility, and sure, maybe one day. but you know, i just... i knew that i wanted to write, i knew that i wasn't good at anything else, and i just... i knew there weren't enough musicals to keep me employed as a latino actor if i wanted to go into th

maria. >> hinojosa: good luck. continue the conversation at wgbh.org/oneonone. captioned by media access group at wgbh access.wgbh.org - [narrator] funding for overheard with evan smith is provided in part by the alice kleberg reynolds foundation and hillco partners, a texas government affairs consultancy and by klru's producer's circle, ensuring local programming that reflects the character and interests of the greater austin, texas community. - i'm evan smith, he's an award winning novelist, short-story writer, and academic who's 26 works of fiction over an amazing four decades include, world's end, tortilla curtain, tooth and claw, wild child, the harder they come, and the road to wellville. his latest, the terranauts, has just been published. he's t. c. boyle, this is overheard. let's be honest, is this about the ability to learn or is this about the experience of not having been taught properly? how have you avoided what has befallen other nations in africa? you could say that he made his own bed, but you caused him to sleep in it. you saw a problem and, ov

maria hinojosa: today, small-town georgia has changed in some unexpected ways. we're sisters, you know, we were separated at birth. hinojosa: now whites are in the minority in clarkston, and it's home to refugees from over 40 different countries. graham thomas: you wonder if i've got any buddies anymore that think the way i do. should white america be afraid of becoming a minority? this is the new america-- black, brown, asian, lgbt, immigrants. the country is going through a major demographic shift and the numbers show it. the face of the u.s. has changed. christina ibanez: we're american. we care about the same things. but yet we also want to preserve our culture. i just see it destroying what we had planned to happen here. hinojosa: by 2043, we will be a majority non-white nation.

maria hinojosa: today, small-town georgia has changed in some unexpected ways.isters, you know, we were separated at birth. hinojosa: now whites are in the minority in clarkston, and it's home to refugees from over 40 different countries. graham thomas: you wonder if i've got any buddies anymore that think the way i do. should white america be afraid of becoming a minority? this is the new america-- black, brown, asian, lgbt, immigrants. the country is going through a major demographic shift and the numbers show it. the face of the u.s. has changed. christina ibanez: we're american. we care about the same things. but yet we also want to preserve our culture. i just see it destroying what we had planned to happen here. hinojosa: by 2043, we will be a majority non-white nation.

mo farra, long distance runner, and omar elected to the legislature, and dana milbank, and maria hinojosa is our show for today. be sure to join us next week for more "a.m. joy." alex witt has more on the protests over donald trump's executive orders and the political fallout. more news at the top of the hour. when you have type 2 diabetes, there's a moment of truth. and now with victoza® a better moment of proof. victoza lowers my a1c and blood sugar better than the leading branded pill, which didn't get me to my goal. victoza® works with your body to lower blood sugar in three ways: in the stomach, the liver, and the pancreas. and while it isn't for weight loss, victoza® may help you lose some weight. non-insulin victoza® comes in a pen and is taken once a day. (announcer) victoza® is not recommended as the first medication to treat diabetes and is not for people with type 1 diabetes or diabetic ketoacidosis. do not take victoza® if you have a personal or family history of medullary thyroid cancer, multiple endocrine neoplasia syndrome type 2, or if you are allergic to victoza® or any o