At Vladimir Jones, we love and respect the diversity of our staff, our clients, and our partners. This year, for Hispanic Heritage Month, we’re leaning into opportunities to learn more about how we can celebrate the rich history, cultural heritage, and unique contributions of the Hispanic and Latin American communities. We recognize that words have power, and as we reflect on the language we use, we are reminded that honoring identity starts with understanding. Let’s explore the deeper meanings behind the terms that shape these identities and how they reflect the evolution of personal and collective histories.
About Hispanic Heritage Month
National Hispanic Heritage Month is an annual celebration from September 15 to October 15 in the United States, honoring the history, culture, and contributions of Hispanic and people of Latin American descent. It was created in 1968 to recognize the influence of Hispanic communities and their impact on the nation, and the start date coincides with the independence days of several Latin American countries.1
Why Words Matter
Language shapes how we understand the world, how we see each other, and how we define ourselves. For communities and individuals across Latin America and those of Latin American descent, the words used to describe their identities—whether “Latino,” “Hispanic,” or otherwise—carry deep meaning and emotion. These terms are more than just labels; they reflect personal histories, diverse cultures, and the ongoing evolution of identity.
As people, understanding the words we use is vital to honoring those experiences and fostering connection.
As marketing professionals, it’s especially critical.
The language we choose shapes how we engage with our audiences, ensuring that we communicate authentically and inclusively. By understanding and respecting the nuances of these concepts, we not only strengthen our relationships with the communities we serve but also demonstrate that we value their voices and identities.
The Distinctions Between Latino/Latina, Hispanic, Spanish, Latinx, and Latine
The terms “Latino,” “Latina,” “Hispanic,” “Spanish,” “Latinx,” and “Latine” represent diverse ways of describing identities related to Latin America, Spain, and language. These words are sometimes used interchangeably by individuals in the United States, but they have distinct historical, cultural, and social connotations.
Understanding the differences between these terms, their origins, and why some individuals prefer one over another is key to appreciating the identities they aim to describe. Let’s look into the historical background, meanings, and preferences surrounding these terms.
Hispanic
The term “Hispanic” primarily refers to people from countries where Spanish is the predominant language or who have a cultural connection to Spain.2,3
This term was introduced by the U.S. government in the 1970s, under President Nixon’s administration, as a way to unify people from diverse Spanish-speaking backgrounds for census purposes. It generally includes people from Spain and Spanish-speaking countries in Latin America but excludes non-Spanish-speaking countries like Brazil.
Some critics of the term argue that it focuses too much on Spanish colonial heritage, minimizing the significant influence of indigenous and African cultures in Latin America.4 For this reason, some people may prefer other terms that they feel better represent the complexity of Latin American identities.
Latino/Latina
“Latino” (for males or as a gender-neutral term) and “Latina” (for females) refer to people of Latin American origin.5
Unlike “Hispanic,” this term is geographically based and includes people from all countries in Latin America, regardless of their language. This includes Brazil, where Portuguese is spoken, and other countries that speak indigenous languages, but may exclude people from Spain.6
“Latino” gained popularity in the U.S. in the 1990s as a more accurate representation of people from Latin America. Many prefer it because it emphasizes regional identity over language and doesn’t tie people as directly to the Spanish colonial past. The term “Latino/Latina” celebrates the diversity of Latin America’s cultural and ethnic heritage, naturally encompassing indigenous, African, European, and Asian influences.
Spanish
“Spanish” refers specifically to people from Spain, a European country, and not to people from Latin America. While many Latin American countries were colonized by Spain and thus inherited the Spanish language, the cultural identities of these countries are distinct. In the U.S., the term “Spanish” is sometimes incorrectly used to describe anyone who speaks Spanish, but it is only appropriate when referring to people from Spain or the Spanish language itself.7
Latinx
“Latinx” is a gender-neutral term that emerged in the early 21st century as an alternative to “Latino” and “Latina.” The “x” in Latinx was introduced to disrupt the traditional gender binary inherent in the Spanish language, which usually ends words with “o” for males and “a” for females. Latinx is meant to be inclusive of all gender identities, particularly non-binary and gender-nonconforming individuals.8
Despite growing popularity in American academic and activist circles, “Latinx” has faced criticism. For native Spanish speakers, the “x” is linguistically challenging because it doesn’t fit easily within the language’s grammatical rules.9
Some argue that it feels like an imposition of U.S. cultural norms on Spanish-speaking cultures, where “Latino” is already usable for both masculine and gender-neutral applications, and exclusively gender-neutral forms like “Latine” are more organically evolving.
Latine
“Latine” is a newer, exclusively gender-neutral alternative to “Latino” and “Latina” that has emerged from Spanish-speaking communities themselves. Unlike “Latinx,” which uses the “x” to neutralize gender, “Latine” replaces the gendered endings with “e,” a vowel that aligns more naturally with Spanish grammar.10
“Latine” offers a more linguistically harmonious solution while still achieving inclusivity, making it more popular among LGBTQ+ communities in Latin American countries. Proponents argue that it respects the linguistic roots of Spanish while adapting to more progressive, inclusive views on gender identity. As such, it may appeal to those who are uncomfortable with the Anglicized feel of “Latinx” and prefer a solution that aligns with the Spanish language itself.
Personal Preferences
The preferences for these terms vary greatly depending on factors such as age, cultural background, geographic location, and political views. For example, many individuals prefer “Hispanic” or “Latino/Latina,” as these terms have been more widely used over the years and feel accurate. Younger generations, particularly in the U.S., may lean into linguistic evolution as a way to promote inclusivity and gender neutrality.
It’s important to remember that no culture or cultural identity is monolithic. Ultimately, the choice of label is personal and reflects individual views on gender, language, and cultural heritage.
1 https://www.hispanicheritagemonth.gov/About.html
2 https://www.pewresearch.org/short-reads/2024/09/12/who-is-hispanic/
3 https://www.britannica.com/story/whats-the-difference-between-hispanic-and-latino
4 https://www.bu.edu/articles/2022/why-is-latinx-still-used-if-hispanics-hate-the-term/
5 https://www.merriam-webster.com/dictionary/Latino
6 https://www.nas.org/blogs/article/ask_a_scholar_what_is_the_true_definition_of_latino
7 https://dictionary.cambridge.org/dictionary/english/spanish
9 https://swarthmorephoenix.com/2015/11/19/the-argument-against-the-use-of-the-term-latinx/
