04.26.2023
POV

LatinX: An Unpopular Term Among the Population it Describes

The question many marketers are grappling with today, is how to refer to the U.S. Hispanic population in a way that is culturally sensitive, authentic, and relatable.

Traditionally, this demographic has been referred to as Hispanic or Latino, but in recent years, the term ‘Latinx’ has gained some traction and visibility, leaving many marketers unsure as to which term to use. Although the adoption of the term Latinx by many media outlets was intended to convey inclusivity, the result has been backlash rejecting the use of this term to refer to the ethnicity as a whole, especially amongst Spanish speakers.

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