If you want to spark an interesting discussion among people who descend from Spanish speaking Latin American countries, ask them how they refer to themselves.

Depending on where the person is from, you’ll hear different answers.

“Hispanic”, the Texan may say.

“I don’t trust anything with the word ‘panic’ in it” jokes Chicano actor and comic George Lopez.

“Latino” says the Californian.’

“Latin”, says the New Yurican.

Here are some tips so you don’t come across as a burro in front of your Latino/Hispanic clients.

1. How about asking?

For the most part, you just need to ask people how they prefer to call themselves. You don’t want to organize a Hispanic Celebration as part of a PR campaign only to discover that your target audience despises the word “Hispanic”.

2. Honor the Whole, Honor the Individual

At times, there is power in numbers. Being part of a Latino coalition feels much more inclusive than standing alone. But don’t forget that each person identifying as Latino or Hispanic also connects back to a country of origin.

3. “How Many Types of Mexican Are There?”

A recent visitor asked me if I could take her somewhere “Spanish”. In my mind I’m thinking flamenco dancers and Andre Segovia, but actually what she meant was Mexican. I’m sure in her mind she equated the two on linguistic terms, but I’m no expert on Spanish culture. But Mexican? Sure, bring it on!

You also have people who cram every Latino into the group “Mexican” whether they are or not. Believe it or not, not every Spanish speaking person (or of that descent) is Mexican, just as not every Asian person is Chinese.

4. When in Doubt, Ask a Mexican

Gustavo Arrellano, a gifted writer and syndicated columnist, humorously addresses the curiosity (and let’s say it: ignorance) that many Americans have about Latinos, especially recently arrived immigrants. Reading his column, Ask A Mexican,  will shed light on the topic and open the lid on many taboo subjects.

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