The answer is both. Where you are from usually decides what you identify with. West coast, East coast, Mexican or other. These are the cultural divides that decide whether you are Latino or Hispanic.

The usage of Hispanic as an ethnic indicator in the United States is believed to have come into mainstream prominence following its inclusion in a question in the 1980 U.S. Census, which asked people to voluntarily identify if they were of “Spanish/Hispanic origin or descent”.

Those that are Mexican and have Indian roots do not like to be called Hispanic as there is “cultural baggage” in the term from the days of the Spanish conquistadors and the Mexican Independence War (1810-1821).

In today’s day and age, both groups have joined forces to capitalize on opportunities available to them…Latinos/Hispanics alike. Although most of us consider ourselves Cuban, Dominican, Mexican, Puerto Rican or other… we have wizened up to the fact that if we unite, more is available to us. Language and history is what unites us, but Federal money for causes is the benefit to us.

The 2000 Census was a real eye opener for this country. This is where we began seeing figures that the market would surpass that of the African-American community. This is where corporate America began taking notice that in order to grow, they could no longer ignore Hispanics. I recall starting many of my presentations in the day “As the general market is shrinking, the Hispanic market is growing by leaps and bounds”. This was obvious to General Motors who was my Client at that time.

I can honestly say that in 2002, I saw more money thrown into Hispanic marketing then ever before in my career. It was almost funny that we got a call from a new GM brand almost daily interested in breaking into the market. Corporate gave the mandate to include Hispanic as part of their marketing plans by 2003. Even the insignificant business units were scrambling to keep up.

Things have steadied out, but the demand is there like never before. Hispanic is almost become part of business as usual…no longer the unexplored frontier it once was. And for that, we can thank ourselves for all the hard work and educating we did to corporate America. We can also thank organizations like AHAA that have fought for our interests.

Happy 10th AHAA.

- Written by Miamiadguy