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The Term Latinx Sparks New Debate About U.S. Hispanic Marketing
Manuela Walfenzao| 20 de noviembre de 2017
Mizrahi: Somos una de las agencias multiculturales más galardonadas del país
NBC News Latino’s article To Be Or Not to Be Latinx? For Some Hispanics, That Is the Question, has triggered a debate within the U.S. Hispanic advertising industry. “Ad agencies use the term ‘Hispanics’ and call themselves ‘Hispanic agencies.’ So, we have AAHA, the Association of Hispanic Agencies. But Hispanics don’t like to be called Hispanics but rather Latinos or Latinas, and now there’s much ado about the gender-free term ‘Latinx’ which is kind of cool and catchy. So why don’t the agencies and their AHAA organization catch up?” brand strategist Andy Halley Wright posted on social media. For Isaac Mizrahi, member of the AHAA board plus President and top creative at ALMA, being Latino and being Hispanic is not the same thing. “From our association’s standpoint we’ve been discussing the possibility of changing our name to reflect a broader scope of our members – and we may have some news on that front soon” he said regarding the Latinx debate. Latinx is a gender-neutral term for people of Latin American heritage. The word encompasses those who identify outside the gender binary, such as transgender people or those who are gender-fluid, and the term has been increasingly popping up among Millennials and media like The New York Times, The Washington Post and USA Today. The conversation is just beginning.
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