Sentiment toward the Term 'Latinx'


To obtain insights regarding sentiment toward the term 'Latinx' among members of the Hispanic community. This research would be used to determine messaging and campaign themes.

Early Findings

  • According to a national survey conducted by a group of pollsters at ThinkNow Research, 98% of members of the Hispanic community do not want to be called ‘Latinx'.
  • Forty-four percent of the US Hispanics surveyed preferred to self-identify as "Hispanic" when describing their ethnicity. This was the most popular term among the respondents.
  • The second most acceptable term among members of the Hispanic community was "Latino/Latina". Twenty-four percent of the survey respondents preferred this term.
  • Only 2% of members of the Hispanic community preferred to self-identify as "Latinx".
  • In recent years, the term "Latinx" has significantly grown in popularity. Between 2015 and 2019, an increasing number of searches for the word Latinx has been recorded by Google and illustrated in a graph here.
  • Spanish-language purists feel that the word "Latinx" is just about political correctness. It is argued that this term (and similar constructions) may even "destroy Spanish,".

Proposed next steps:

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