Hola (pronounced Oh-Lah) means hello in Spanish.

Hola (pronounced Oh-Lah) means hello in Spanish.


Natalia Infante Caylor, PhD.

Are your consumers Hispanic, Latino, or Latinx?

As the Hispanic population continues to grow in the U.S., it's expected that an increasing number of brands would start allocating more resources into learning more about this diverse market.


It’s important to be familiar with some definitions and know your audience when determining the right marketing strategy for this group. So, what’s the difference between Hispanic, Latina/o, or Latinx? What is the proper way to use it? And how do most Hispanics feel about it?

Well, there’s no simple answer, and I’ll explain why. For the purpose of this article, I’ll be using the word Hispanics to talk about the differences. 


Latinos refers to people from Latin American countries where the majority of people speak Spanish, and it includes Brazil where Portuguese is the primary language. Latinos also refers to male and female as a group, whereas Latina represents a female, and Latino represents a male.

Latinos is a common word used outside of the U.S. by Hispanics, although most Spanish-speaking people living in the U.S. prefer to be identified by their country of origin and not a group. For instance, I’m originally from Paraguay, in South America, and even though I became a U.S. citizen in 1999 when it comes to culture I proudly say I’m from Paraguay, and not necessarily I’m Hispanic or Latina. The same is true for many of my Hispanic friends, we tend to mention our country of origin instead of belonging to a specific group (Hispanic, Latina/o, Latinx). 


I’ve never heard the word Hispanic until I moved to the U.S. in the early 1990s. The word Hispanic is utilized in the U.S. only. It was introduced in the 1970s by the federal government for the purpose of collecting accurate information on the Census and allocating resources to the population. The word Hispanics refers to those born in Spanish-speaking countries, including Spain.  
According to the U.S. Census Bureau (2019), 64% of Hispanics living in the U.S. are 21 years old or older, which represents a tremendous opportunity for brands. Hispanics are also known for being loyal to brands and services. 

Latin@ or Latinx

I was first introduced to the term Latinx or Latin@ in 2018 by my co-advisor, while finishing my dissertation related to working with multicultural populations in a national health/nutrition education program. The term Latinx is mainly used in the U.S. and it’s meant to include gender-neutral identities. The word Latinx is most commonly known or used among Hispanics born in the U.S., or Gen Z, and younger Millennials.  
If you’re wondering whether you should refer to people from Latin American countries as Hispanics, Latinos, or Latinx, I would say first ask what their preference is, if you’re able. Would you prefer I refer to you as Latina, Hispanic, Latinx, Argentinean, Colombian, etc.? After a while, if you still cannot remember what their preference was, I think referring to them as Hispanic would be safe. 
The majority of people who have recently arrived in the U.S. might prefer to be associated either with their country of origin or with the word Latino or Latina. 
If you have any questions or would like to learn more about your consumers, please feel free to connect with me on LinkedIn


Natalia Infante Caylor, Ph.D. is Chief Researcher of Hola Insights and has been conducting qualitative research since 2009, interviewing consumers from different ethnic groups, in English and Spanish across the U.S.