Hispanic vs. Latino?

From the state of Texas being the third U.S. state with a Hispanic majority to reggaetón artist Karol G being named the first Latina Billboard Woman of the Year, it’s no surprise that Hispanic and Latino representation is more prominent than ever. According to the Latino Donor Collaborative, U.S. Hispanics and Latinos collectively create the fifth-largest GDP in the world, with over $3.2 trillion in their pockets.

This undeniable economic influence, coupled with the increasing importance of inclusivity in every aspect of our lives — including language, self-identity, and representation — makes Hispanics and Latinos(as) a voice that can’t be ignored. In fact, as of March 29th, 2024, people of Hispanic or Latino origin will now be able to select “Hispanic or Latino” as their race and/or ethnicity on the next U.S. census and future federal government forms.

So, here’s the big question many marketers are now facing when targeting this powerful and diverse group.

What’s the difference between Hispanics and Latinos?

Check out our guide to understanding the differences between both terms and, more importantly, how it can better help you target your Hispanic and/or Latino marketing campaign.

Hispanics vs. Latinos

What does Hispanic mean?

The term “Hispanic” is an ethnic term* that refers to people from or with cultural heritage from Spain or from a Spanish-speaking country. In other words, it refers to people, regardless of race, from countries (within the Americas and outside the Americas) where Spanish is the official language.

Where did the term come from? Up until the 1970s, the U.S. Census Bureau had no definitive term to describe the growing population of people with Mexican, Puerto Rican, and Cuban heritage in the United States. As a result, they were lumped into the “White” category, causing massive underrepresentation and a lack of data within their unique communities. Thanks to the work of Latino advocacy groups between the 1960s and 1970s, the 1980 Census was the first time where people living in the U.S. were asked, “Is this person of Spanish/Hispanic origin or descent?”.

Hispanic countries include: Argentina, Bolivia, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Equatorial Guinea, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Spain, Uruguay, and Venezuela.

What does Latino mean?

The identifier “Latino(a),” on the other hand, refers to those originating from or having cultural heritage from Latin America. Latin American countries are countries within the Americas (the Caribbean, North America, Central America, and South America) where their official language is derived from a Romance language, including French, Portuguese, Italian, and, of course, Spanish.

Above all else, Latin American countries share more than just linguistic ties. Instead, the term includes many social and cultural commonalities beyond language. Using Latino(a) denotes a shared sense of self, originating from the history of being colonized rather than its connection to European countries like Spain or Portugal.

Where did the term come from? First used as an alternative to the word “Hispanic,” the term “Latino(a)” emerged in the U.S. to create an identity unrelated to Spanish and Portuguese colonization. However, the term was used before that, originating during the 1850s as many former colonies declared independence in the Americas.

Mutually inclusive, but not interchangeable

Being Hispanic and Latino doesn’t have to be mutually exclusive. In fact, many people living in the United States identify as both Hispanic (Spanish-speaking) and Latino/a (from Latin America).

Both terms have many overlaps because many Hispanic countries are in Latin America and many Latin American countries speak Spanish. However, a common misconception is believing the terms are interchangeable, especially when describing a demographic group in the United Sates. But they’re not, which is why it can get so confusing.

To understand why they’re not interchangeable, consider these examples:

Brazil

As the largest country in South America and boasting a population of 214.3 million, Brazil is a cornerstone of Latino culture. Nevertheless, Brazil is not considered Hispanic, as its official language is Portuguese. Thus, Brazilians are Latino, not Hispanic.

Haiti

Located in the Caribbean, Haitians speak Latin-based languages, French and French-Creole. Consequently, Haitians are Latino, not Hispanic.

Spain

Despite Spain’s historical influence on Latin America, there are no Spanish colonies in the Americas today. Nevertheless, Spaniards are still Hispanic as they originate from a Spanish-speaking country. Thus, Spaniards are Hispanic, not Latino.

Suriname

Although located on the northeastern coast of South America (close to other Latin American countries), Suriname’s language is predominantly Dutch. Thus, the Surinamese are neither Hispanic nor Latino.

Other ways Hispanics and Latinos(as) identify.

The way we identify is ever evolving. For many, the terms “Latino(a)” and “Hispanic” are too broad and limit how we see ourselves and others in our communities. Here’s a quick glossary on other self-identifying terms commonly used among Hispanics and Latinos(as) today.

Chicano: Chicanos(as) describe those from Mexico or with Mexican descent who live in the United States. Many Mexican Americans today self-identify as Chicanos(as), thanks in large part to the Chicano Movement of the 1960s — a social and political movement tackling topics of racism, assimilation, empowerment, and shared cultural identity. The word Chicano(a) is an homage to Mexican American heritage, celebrating their Spanish and indigenous roots.

Spanish: The term “Spanish” refers to both the Romance language and as a demonym for those from Spain.

Latinx:. “Latinx” is a gender-neutral version of the gender-specific Latino(a) — similar to how some use they/them pronouns in the English language. Becoming widely used in 2016, new generations have adopted this term to describe their identity and challenge the notion of binary genders.

Latine: As “Latinx” became more widespread, some Spanish speakers found it difficult to incorporate “nx” into their vocabulary, a suffix not commonly found in the Spanish language. Thus, “Latine” was formed, another gender-neutral alternative to Latino(a) and more closely tied to Spanish linguistics and grammar.

Boricua: “Boricua” is another term used to describe Puerto Ricans. It originates from the indigenous people of Puerto Rico (the Taínos) and the word they use for the island—Borikén or Boriquén. Many Puerto Ricans today identify themselves as Boricuas, paying homage to the people found on the island before Spain’s arrival.

Why it matters.

There was a time when the terms “Latino(a)” or “Hispanic” — and everything else in between — weren’t a thing. Not because they weren’t important, but because the concepts of binary race were foreign to the general U.S. population.

Before the 1970s, Hispanics and Latinos had no way to tell the government they existed. Their unique needs went unrecognized when classified as white by default. As the disparity of poverty became more pronounced, especially when compared with those who were also considered “White”, such as Irish and Italian Americans, activists took to creating a cohesive, collective term for this missing demographic in the Census.

Know your audience.

Brands are beginning to address this demographic more than ever, and the first step is always the same—know your audience. So, it matters who you’re speaking to and how. Speaking to this population sector means understanding the struggles, nuances, and differences affecting Hispanics and Latinos, beginning with their self-identity.

Hispanics and Latinos alike excel at knowing the differences between the terms. So, when faced with brands trying to speak to their collective experience yet misunderstanding the difference — ergo, not understanding them — they tune out.

So, here’s our advice: when narrowing down which collective term to use, consider how your audience prefers to self-identify, whether that be as Hispanic, Latinos(as), or their nationality (e.g. Dominicans). Above all else, be authentic in your messaging — through actual language, history, culture, and, you guessed it, identity.

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