Hispanic or Latino:

Which are you trying to reach?

dieste, latino or hispanic, latino


By: Danny Villanueva, Group Account Director | Sept. 11, 2014

Whether you call us Hispanics or Latinos, usually the label doesn’t matter. In fact, research suggests that when asking people which label they prefer, ‘Hispanic’ only slightly edges out ‘Latino.’  When it really begins to matter, though, is when you’re trying to reach them. After all, no one ‘Hispanic’ community or culture is the same.  So, who are you trying to connect with? Consideration to age, education, U.S. or foreign born – everything matters. Varying geographies and customs should be factored in as well. Research tells us that a Tejano, or Mexican American from Texas, will characterize themselves vastly different than one from Southern California, or New York City.  At the end of the day, know the mindset, not the label.