Latino and Latinx/e: Finding a Solution for a Challenge That Is Dividing Our Community
October 21, 2023
By Luis Solís
There are many studies that show that the number of people within the LATINO/HISPANIC community who use the term “Latinx/e” is less than 5%. Yet, I’ve seen articles asking the community to accept the term, while the community has expressed it LOUD AND CLEAR that it’s not happening. Marketers know that IF YOU DON’T KNOW or UNDERSTAND your target audience, it’s over. Using the term LATINX/E for the Latino community is the same thing. While many are trying to make it STICK, my recommendation to ALL MARKETERS is to stay away from the term until the COMMUNITY agrees on how this term should be used, not the 5%.
As I’ve said publicly, no one has the right to call me whatever they want, and that’s the bigger picture. That being said, I am all about solutions, so seeing this issue in my community breaks my heart. My recommendation is to keep “Latino” for community use and “Latinx/e” as a personal identifier; an approach that seeks to strike a balance between recognizing the collective identity of the Latin American and Hispanic communities while respecting individual expressions of gender and identity.
Here are my arguments for this perspective:
- Community Identity: “Latino” has a long history and deep cultural significance as a term used to describe the Latin American and Hispanic communities as a whole. It represents a sense of unity and shared cultural heritage among people from diverse backgrounds.
- Respect for Tradition: Maintaining “Latino” respects the linguistic and cultural traditions of the Spanish language, which typically uses gendered nouns and pronouns. Preserving this linguistic heritage is extremely important for Latinos. Millions of mamás Latinas fought hard for their kids to learn and speak Spanish. For us, it’s not just language; it’s cultural inheritance.
- Inclusivity and Recognition: By using “Latinx/e” as a personal identifier, we can recognize and respect the gender identities and expressions of individuals who prefer gender-neutral language. This approach acknowledges and supports the diverse gender spectrum within the community.
- Choice and Autonomy: Individuals should have the autonomy to choose how they self-identify. Some may prefer “Latino” or “Latina” for community or cultural contexts, while using “Latinx/e” or other gender-neutral terms in personal spaces. Respecting these choices is essential for fostering a sense of belonging and acceptance.
- Intersectionality: By using the term “Latinx/e” as a personal identifier, we can recognize and respect all individuals who may identify as both Latino and part of the LGBTQ+ community. For these individuals, “Latinx/e” offers a more inclusive and accurate way to represent their intersecting identities.
- Practicality: Separating the terms for community and personal use can provide a practical way to navigate different contexts. It allows individuals to communicate their identity preferences effectively, whether in a community setting or when discussing personal matters.
- Bridge for Understanding: This approach can serve as a bridge for understanding between different generations and cultural perspectives. It acknowledges that language and identity are dynamic and can evolve over time while maintaining connections to cultural heritage.
- Embracing Diversity: Embracing both “Latino” and “Latinx/e” highlights the diversity of experiences and perspectives within the Latin American and Hispanic communities. It sends a message that there is no one-size-fits-all identity, and that inclusivity is a fundamental value.
Ultimately, the choice between “Latino,” “Latinx/e,” or any other identifier should be a personal one, rooted in individual preferences and experiences. By recognizing the importance of both community identity (Latino) and personal autonomy (Latinx/e), we can create a more inclusive and accepting environment for everyone within the Latin American and Hispanic communities.
So, to all non-Latino allies, if you want to honor the COMMUNITY, please refer to us as LATINO or HISPANIC. If you are speaking solely to Latinos who are LGBTQIA+ and prefer gender-neutral language, go with “Latinx/e”; this is how you show respect for everyone.
We are the largest and fastest-growing group in the US, and we need to stick together. The goal of this article is to have a conversation as a community, provide a solution for a challenge, and foster UNITY among all LATINOS.
About Author
Luis Solís – Award-Winning Afro-Asian-Indigenous-Latino Marketing & Sales Executive | Cultural Strategist | Growth Agent in AdTech and Contextual Targeting | Entrepreneur & Investor.
