The Hispanic/Latino population has seen tremendous growth in size and racial diversity over the past decade. According to the U.S. Census, this segment has increased by 23% to 62.1 million people since 2010. Within this group, 12.6 million identify as white alone (a decline of 53%), 26.2 million identify as some other race and 20.3 million identify with more than one race.
Improvements to the race and ethnicity questions on the 2020 Census made it easier for Hispanics and Latinos to self-identify. Still, the shifts we see today are not just the outcome of a well-designed question. They reveal the impact of several factors that have shaped Hispanic and Latino identity over the years.
The impact of “mestizaje”
Race is a variable construct in Latin America, characterized by “mestizaje” or the cultural blending of the white, Black and Indigenous population. This mixture is a part of the national identity of many Latin American nations. Yet, it has not replaced the racial hierarchy left behind by colonialism where power and status went to whites and mixed-race people, and little went to Black and Indigenous people.
So, it is no surprise that when asked to choose between Black or white, some Latinos would choose white, as it is closest to their skin color, but when given a wider variety of choices, they would select “mixed” to reflect their racial and cultural makeup more accurately.
The influence of Latinidad
Latinidad is an all-inclusive cultural identity focused on the shared attributes and experiences of Latin Americans and their descendants. The concept favors a monolithic identity over specific traits, uniting Latinos under one big umbrella.
Latinidad has shaped the Hispanic and Latino narrative in the U.S. and plays a significant role in how our media represents them. The concept has received criticism for putting whiteness at its core and minimizing Black and Indigenous experiences, inciting questions about which groups it chooses to include or exclude.
The weight of patriotism
Hispanics and Latinos come together via their shared heritage, uniting their distinct experiences to form a larger group. Still, the culture they recognize and celebrate is that of their country of origin or ancestry, which significantly influences how they self-identify.
Many of these countries perpetuate a strong national identity that supersedes race. As a result, many Latinos cannot reconcile their racial identity as clearly as other racial and ethnic groups in the U.S. and sometimes identify as some other race.
What this means for advertisers
Today, Latinos are more aware of their racial diversity and are evolving the way they see themselves and the communities they represent. As we approach Hispanic Heritage Month, here’s how to celebrate their diversity and recognize the distinctions that make this group unique.
Celebrate their rich heritage: What makes Hispanic and Latino heritage unique is the distinctive cultures, history and traditions that form this larger community. Don’t be afraid to get specific in your advertising and recognize aspects of the culture often left unseen.
Make room for Black and Indigenous Latinos: Black and Indigenous Latinos have made sizable contributions to Hispanic and Latino culture, but the Hispanic mainstream often leaves them out. As marketers, we must make an effort to represent them in our general messages and Hispanic-targeted ads. Their voices, stories and perspectives matter, too. When we leave them out, we perpetuate the narrative that they don’t belong.
Diversify your voice: Latinos want to see themselves in media, and they want to hear themselves, too. Don’t be afraid to break from using a neutral Spanish accent if you’re messaging in Spanish and embrace the diversity of regional accents. Authentic voices have a better chance of capturing a listener’s attention, but be aware of slang that may alienate other audiences.
Let the music play: Latin music has long reflected the diverse perspectives of Latinos around the world. With its many genres, styles and rhythms, Latin music presents the perfect footprint for representation and could be a great way to make your Latino audience lean in. You can surround Latin music content, partner with an artist or include Latin music in your ads. It is a passion point for many Latinos, as it truly manifests an ever-evolving culture.
Hispanics and Latinos are proud of their heritage all year and want brands to make an effort to connect with them beyond Hispanic Heritage Month. Keep the music playing when the conversation is not trending, and you will earn their loyalty and respect.
