ThinkNow Latinx Report Brief 2020

  • The term “Hispanic” is what U.S. Hispanics most prefer to use when describing their own ethnicity.
  • It is also the preferred term for others to use when describing all people of Spanish or Latin American heritage in the US.
  • While “Hispanic” is the preferred term regardless of the country of birth, preferences for other names differ between Hispanics born in the U.S. and those born abroad.
Report Abstract

Our updated report discusses new findings to provide companies, brands, and politicians deeper insight into how U.S. Latinos prefer to describe their ethnicity.