BEING INCLUSIVE OR CANCELING OUR CULTURE?
Originally Published March 7, 2021
WHY BRANDS, COMPANIES AND MEDIA SHOULD CAUTION USING “LATINX
The debate around “LatinX” as a label among all people of Latin American descent rages on stronger than ever and I’ve realized that most brands, companies and the media don't even bother to notice.
I was introduced to this term a few years back and have been following the conversation ever since. I’ve really enjoyed the dialogue. It not only highlights how unique and diverse our culture is, but sheds some light on the grand challenges we face.
Last summer, (maybe a knee-jerk reaction to the George Floyd incident), we’ve had a surge of mainstream brands, companies and non-Latinos using it. I'm seeing it written in client emails, proposals and used frequently by other non-Latinos. While LatinX serves a good purpose of being inclusive of non-binary individuals in the community, the word sparks a list of problems and backlash from the majority of the people it’s meant to represent.
Numbers are now showing that it’s evolved to be an offensive term for many. Some even call it a “racial slur.” Recent data, from ThinkNOW research shows that 60% of Latino/Hispanics dislike or find the term LatinX offensive.
“The Latino Community does not need to be ‘exed’,” said Al Martinez, a history professor at the University of Texas at Austin. “Most Latinas, Latinos, Hispanics did not ask for it.”
So what gives about this term that sparks so much debate?
QUICK BACKGROUND
For those that don’t already know, “LatinX” is meant to be a gender-neutral solution to Latinos, in a language that uses masculine and feminine noun classifications. It’s especially meant for those individuals who identify as being non-binary, not forcing them to identify as either Latino or Latina.
The origins of LatinX are still unclear. On social media, I’ve heard it all. It’s from Argentina, Chile, Brazil, Puerto Rico. I’ve also heard that it stemmed from the Chicano/X movement. David Bowles wrote a great article noting that the intention was never to pronounce the “X” but more of making a statement. But even this is just a “theory.” We do know that the first time it was published was in 2004 in a Puerto Rican psychological periodical to challenge the gender binaries encoded in the Spanish language.
From there we saw the word pick up in an academic setting, with many U.S. universities and activists adopting LatinX. While the word ultimately began trending on Google in 2016, you might be surprised to hear that the word is still new to a lot of people in the community. In fact, 2020 Pew Research shows that 76% of the Latino/Hispanic population doesn’t even know what “LatinX” means.
“But Henry, I know someone that uses it and they are Hispanic” or “I know a Latino media outlet who uses it” or even worse, “They use it in DEI.” Yes, there are about 3% of Latinos/Hispanics that do use the term, so it is being used by some. And yes, the younger Millennial and Centennial generations are pushing for even more inclusion and the degendering of words. But the reality is that it's still a very small percentage of people within a very large and diverse population.
To further highlight that point, here are some other interesting stats to share from Pew Research:
Not many young Latino/Hispanic people are using it: Among those Latino/Hispanics that use “LatinX,” only 7% are age 18-29.
5% are college graduates.
Latino/Hispanic Women are more likely to use it: 5% were women and 1% were men.
LGBTQ+ Latinos/Hispanics also have a small percentage of usage: About 3% of LGBTQ+ Latinos preferred LatinX as an identifier. Hispanic was the preferred label overall.
COMPLEXITY ROOTED IN OUR CULTURE / LANGUAGE
I use culture and language interchangeably because language is deeply rooted in the culture. It’s an important identifier for many U.S. Latinos/Hispanics. Some proponents of LatinX argue that “language evolves all the time,” and “the X is just a way of rejecting the gendering of words."
I’ll be the first to admit that the Latino/Hispanic community has its fair share of challenges with machismo. Unfortunately, culture is much more complicated than simply removing a letter and replacing it with an X. Many Latinos/Hispanics feel that taking away the Spanish language in the name is like taking away part of their culture because that's part of their identity.
Additionally, Spanish is a romance language (like French, Italian and Portuguese). While it makes sense and may not be a big deal to most English speakers to use "LatinX", people who understand Spanish might be reluctant because their first reaction is:
"We already have an inclusive word for this…. It’s LATINO" (the “o” is already meant to be general-neutral). Or, "Just use Latin."
As John McWhorter, a linguistics professor at Columbia University, wrote in The Atlantic: “Latinx may solve a problem, but it’s not a problem that people who are not academics or activists seem to find as urgent as they do. Now as always, imposing change on language is wickedly difficult from above, even change with wisdom in it.”
With such strong ties to their cultural traditions, it’s difficult for the community when they see a word that takes away its connection to the Spanish language and broader Latin American culture.
LOS PROBLEMAS GRANDES - THE BIGGEST PUSHBACK FROM THE COMMUNITY
While the word has good intentions, it seems to be missing the mark among most Latinos/Hispanics. Some in the community feel that it’s a step in the wrong direction. Alejandrina Gonzalez, a Mexican-American Stanford University student, suggests, “Millennials who view Latinx as liberating have it backwards. Changing our language is the opposite of empowering.”
Below are the 4 major themes that are causing the most pushback for LatinX:
1. It comes across as another form of colonization - a forced term by white, corporate America. For those not familiar with colonialism, colonizers impose their religion, language, economics, and other cultural practices on indigenous people. The majority of Latinos/Hispanics are hearing this word for the first time from those outside their own community (i.e., from brands, corporate America, or other non-Latinos). The immediate reaction is typically confusion, followed by, “Why are you trying to change my culture?”
2. It’s non-inclusive of Spanish speakers. For the 39 million+ U.S. Latinos/Hispanics that speak Spanish in their homes, it gets complicated. The more it’s feeling “forced” on the audience, the more people are calling it “linguistic imperialism.” Student authors Gilbert Guerra and Gilbert Orbea published an article explaining: “By replacing o’s and a’s with x’s, the word 'Latinx' is rendered laughably incomprehensible to any Spanish speaker without some fluency in English... It effectively serves as an American way to erase the Spanish language."
3. It’s seen as elitist and a form of assimilation. Academia is definitely a privilege. Because many universities have changed curriculum courses to reflect the “LatinX” label—in some instances forcing people to use it—many in the community feel like this is an academia problem. One 2020 study concluded that participants perceive higher education as a privileged space where they can use the term Latinx, but once they return to their communities, they do not use it.
4. It’s dividing rather than unifying. When you talk about Latinos/Hispanics, you are talking about people with different countries of origin, acculturation levels, and language preferences. Archaeologist Kurly Tlapoyawa argues that "Latinx" erases people of indigenous and African origin, noting that the idea of "Latin America" is itself rooted in colonialism.
BRANDS AND THE MEDIA ARE BEING CALLED OUT
The main problem for marketers and media is that when it’s used, it becomes a distraction. The majority of the attention goes towards the usage of the word “LatinX” and the key messages of the brand communication get lost.
As an LATV writer noted: “As soon as they see the term Latinx, they dismiss every other thing I am trying to say as progressive nonsense, whether they might agree with it or not.” Since last Hispanic Heritage Month, we’ve seen a plethora of big brands use LatinX in their advertising—Apple, IGN, Ritz Crackers, DC Comics—and people have been voicing their opinions.
LATINE: A POSSIBLE SOLUTION DRIVEN BY THE COMMUNITY
There is a word that is picking up steam, especially in Latin America: “Latine” (pronounced La-Teen-Eh). Users say the word does a better job of being more inclusive of Spanish speakers and being more driven by people in the community. Latine sounds much more natural in Spanish and solves the issue of gendering while remaining easy to implement with an “e” vs. an “x.”
SO WHAT SHOULD I USE AS A BRAND / MARKETER?
If you want to know what label you should use for an individual, the obvious suggestion is: ask them. When labeling this audience at large, consider these options:
Pair Hispanic with LatinX: If you insist on using LatinX (especially for younger, U.S.-born Millennials), pair it with "Hispanic" (e.g., Hispanic/LatinX) to avoid confusion or offense.
Hispanic or Latino: These remain the safest bets. Data shows "Hispanic" is still the most preferred label overall. Latino is also a safe bet and is technically already gender-neutral in Spanish when used as a collective term.
Just plain "Latin": If you are uncomfortable with the above, "Latin" (short for Latin American) is a safe solution that rarely receives pushback.
Taking a leap with Latine: For ultra-progressive brands, "Latine" could be a solution, but have internal conversations first and test it in social media posts to gauge acceptance.
Time will tell if the term fully catches on. The most important thing for brands and marketers is to truly understand your audience. Reach out to them. Talk to them. Help uplift and empower them—that’s how you really build a relationship.
