We are 480 million native Spanish speakers in the world. We come from different generations and from 21 countries (where Spanish is the official language), not counting countries like the United States where Spanish is the second most spoken language. With different customs, identities, and consumption patterns, it is common for us to be called Latinos.
Being generalized doesn’t bother us, but when it comes to creating a marketing campaign in Spanish, public relations, or translations, it is very important to identify which Spanish market or markets the communication strategy wants to target.
Below, we explain the difference between terms such as Latinos, Latinxs, or Hispanics, how to use them correctly, and why it is important to take into account the linguistic differences between Spanish-speaking countries if we want to create a deeper connection with any brand or product.
The Spanish and Latino Perspective in the United States and Europe
In the United States, 20% of the population speaks and consumes media in Spanish. However, most people think of this group of people as Latinos. Even during political campaigns in the country, representatives used the terms Latinos or Latinxs to address this group.
As the use of pronouns increased in the 2010s, neutral and inclusive language became broader, and new terms emerged: Latinxs or Latin@s, although surveys have shown that only 3% of the Spanish-speaking population in the United States know these terms. The main populations of Hispanic origin with the highest concentration in the United States are Mexican, Puerto Rican, Cuban, Colombian, Spanish and Ecuadorian. To learn more about the profile of Hispanics in the United States and their consumption habits, visit our article.
In Europe, the term Latino is also very common. In this continent, there are only two: one is Spanish or Latino. After Spain, the countries with the highest percentage of native Spanish speakers in Europe are France, Italy, the United Kingdom and Germany. In these countries, Hispanic groups are also very active and participatory.
The difference between the terms Latino, Latinx, and Hispanic
It is understandable that terms referring to Spanish-speaking people can be confusing. Here are the differences:
- Latino/Latina: refers to people from countries in Latin America, including Brazil. This country is considered Latin but not Hispanic because its official language is Portuguese.
- Latin American: This term is used to describe all people and is gender-neutral.
- Latinx: This term is very popular in the United States and is a gender-neutral or non-binary alternative to Latino. This term has been rejected and is unknown to some.
- Hispanic: Refers to people from countries where Spanish is the official language, including Spain.
Although it is common among the Hispanic population to identify or refer to ourselves by our nationality, i.e., Mexican, Puerto Rican, Colombian, etc., studies show that there is no preference among them to be called Hispanic or Latino, nor is it bothersome. On the contrary, the fact that we share a language and similar customs makes us feel a great brotherhood.
Localization and adaptation of translations into Spanish
It is possible that some companies have made the same mistake as the electoral campaigns in the United States, wanting to promote their products or services to the general Spanish-speaking public without paying much attention to correct adaptation. This is why it is so important to localize texts or campaigns correctly.
While it is true that there is a neutral Spanish that is understood by virtually all Hispanics, in digital PR campaigns there is sometimes no time for proper adaptation.
For a digital PR campaign in Spanish to have a greater impact, it is important that the studies are also focused on the Hispanic market and that they understand the cultural and interest-related elements of the target audience in order to deliver an appropriate message.
At Nativa-PR, we offer a professional localization service to tailor translations and PR campaigns to the right audience, creating a deeper connection with your brand. When adapting studies, we analyze the topic in the Spanish market that interests you and propose other topics and studies.
Contact us for a proposal!