Is LatinX really an inclusive term? A case for empathy
In the current narrative of inclusion, the term “LatinX” has emerged. As both a member of the US Hispanic and LGBTQ+ communities, I seriously dislike and personally refuse to use the term for myself as I do not think it is inclusive at all! Terms like “Hispanic”, “Latino”, and the more recent “LatinX”, have become part of our lexicon to fill a specific need: provide a label that “groups together” a segment of the population who have certain cultural traits in common. Have you stopped to think how members of this specific population segment self-identify, however?
If you are a member of this community or if you have a close loved one who is a member of this community, you know that individual members of the US Hispanic community are more likely to self-identify by the country from which they are or from which their families come. We identify “culturally”, and the answer can be one country or multiple countries, including the United States of America.
Nonetheless, “general constructs” like Hispanic or Latino have their place when used properly. Here’s what I have learned about these terms and what you should know:
First and foremost, these terms pertain to cultural or ethnic identification. Neither Hispanic nor Latino are ever to be interpreted or intended to be used as a term for race. Race has to do with biology and, specifically, genetics. When it comes to Hispanics or Latinos we are a wonderful rainbow of races and mixes that span pretty much most of them: Caucasoid, Negroid, American Indian and Asian, to name the main ones. The different races and degrees of mixing have a lot to do with history.
Hispanic – The term refers to, specifically, people whose origin is from countries where Spanish is spoken as the primary language. This means Spain and most of Latin America, except countries where the Spanish language is not spoken. (e.g. Brazil)
Latino – the term refers to ALL Latin America and excludes Spain. So, while Hispanic and Latino are at times used interchangeably, know that they do not mean the same thing.
As marketers and market researchers, when we are talking about marketing programs that include Spanish-language advertising in the US or programs intended to reach those living in the US who identify culturally with Spanish-speaking countries, then the term “US Hispanic” makes perfect sense and is appropriate. Interestingly, the term is, technically, gender neutral and with the simple addition of an “s” can become a plural.
If, on the other hand, said programs are broader and intend to reach community members who identify culturally with any country in Latin America, then “Latino” makes perfect sense. If you are concerned about the lack of plural and “gender” do know that in the Spanish language the “o” ending can also be construed as “neutral”, both in number and gender. “Lo latino” translates to “that which is of Latin origin” and that is, by definition, number and gender neutral.
What about LatinX?
Just like Hispanic or Latino, LatinX has not been created by members of the community it is intended to represent. It is a recent portmanteau intended to recognize and be inclusive to non-binary members of the community.
But what does “X” mean? Growing up, an “X” on an exam or homework meant “wrong”, a mistake, and I think that is still in use. Another interpretation of “X” is “unknown” or “undefined”. For these two reasons, and the fact Hispanic is technically accurate and inclusive by default, I deeply dislike (dare I say it, hate?) “LatinX”. I refuse to use it for myself as I am not “unknown” or “undefined” and, certainly, not “wrong” or a mistake! And, I am not alone. I was not surprised when I read a Pew Institute article where it reports that only 3% of US Hispanics use the term!
I do think we need better terms and languages are slow to react and produce options. In Spanish, a new “ending” has emerged and the use of the “-es” ending has become popular giving rise to the possibility of a term like “Latines”. While still a portmanteau, it is decidedly better than being branded with an “X”… and, yes, I purposefully chose that language.
At SEEK, we explore the human experience. Through empathy, we help clients understand their consumers deeply. Let us help you get to know your US Hispanic customers better – starting with self-identification! And, if the spirit of inclusiveness moves you, consider the term US Latines and drop the X. Better yet, get to know where they are from specifically and discover what a wonderful and colorful tapestry it is. Let’s continue the dialogue. Hello, I am Miguel, and I am Puerto Rican.