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Latino vs. Hispanic

Ethnic marketing, as a subset of consumer marketing, has never been a particular focus of mine, yet I do find it interesting. Tracking the evolution of emerging segments is interesting and invigorating, especially since it is often linked with improving economic conditions, as greater attention from the marketing establishment signals at least enough respect for their purchasing power.

On these lines, we take a stroll through the semantics of identity. The Washington Post has an article about the Latino/Hispanic debate. Someone corrected me not that long ago when I used the word Latino, saying Hispanic is more appropriate. I’ve generally hedged the issue since.

This article corresponds better with the understanding I’ve picked up in the world. The big factor in this question, in my view, is that girls can embrace Latina, feminizing it and creating an identity. The word Hispanic does not lend itself to that, residing firmly in the realm of the male.