Latinos, this nation's largest and fastest-growing minority group, are big business. This smart, fast-paced program examines how efforts to profit from this group are shaping the contemporary Latino identity. The documentary, whose focal point is George Lopez, an icon and advocate for Latinos' move into the mainstream, offers rare behind-the-scenes access to Lopez' life and world as he shares his struggles to represent Latinos in a manner true to their realities and aspirations. As Cosby did for African Americans decades earlier, Lopez, through his comedy, aspires to normalize the image of Latinos in a way that delights and entertains. BROWN IS THE NEW GREEN contrasts Lopez' endeavors with the efforts of marketers intent on spinning Latinos as a wholly distinct subculture. The show also features conversations with members of the much-coveted Latino youth market, whose tastes and interests are far more eclectic than one would think.