“I get why people are going there. Latinx is gender-neutral whereas Spanish is gendered. It’s inclusive. But, lumping everyone into one label in the name of inclusivity, by nature, excludes a lot of people,” she writes.
Further, she notes that 61% of Hispanic or Latino adults prefer the term Hispanic, while 29% prefer Latino, according to a Pew Research poll. Just a quarter of those polled had even heard the term Latinx, and just 3% of those people use it.
The reason why the word feels “off” for most in the Hispanic community is because it is rooted in “American. English.” and therefore is inauthentic to this audience. “What business do American English speakers have in changing the way Hispanics and Latinos are addressed?”
She suggests this creates a challenge for marketers who need to decide whether to place more importance on gender neutrality or making a cultural connection. And calling someone “Latinx” could come off as confusing, or even “insulting, patronizing and arrogant,” according to Brooks’ column in AdAge.
“It comes down to marketing basics—and, you know, basic etiquette. You want a conversation with someone? Don’t blow it by calling them the wrong name.”
However, Brooks argues the term can still be used with the correct audiences—those who are familiar with the term and use it. She notes that in the Pew poll, young adults and college grads are more likely to have heard the term and actually use it. She also notes that the following groups are also more likely to be familiar with, and use Latinx: women, U.S. Born Hispanics and Democrats.