There are endless articles, reports and blogs dealing with the power, the importance, and the resiliency of the Hispanic consumer – not to mention everything that has been written about the numerous myths, and sometimes outright ethnic fallacies, surrounding Hispanic consumers.

The largest anti-Latino racial massacre in recent history took place on August 3, 2019, when a 21-year-old believer in the white supremacist conspiracy theory the “Great Replacement” walked into a Walmart in the Texas border city of El Paso with an assault-style rifle and began shooting, intending to target Latino, specifically Mexican, people, according to a federal affidavit. Twenty-three people died, most of them Latino.

The term LatinX that purports to describe Latinos in a gender-inclusive, non-binary way, has become commonplace in some quarters – but certainly not among Hispanics.

So, who is using LatinX? Opponents of transphobia and sexism and those who embrace the latest lingo. The term appears in academic research papers; liberal politicians, social scientists and civil rights litigators use it. Even Dr. Anthony Fauci uses it. In fact, in 2018 Merriam-Webster officially added it to the dictionary.

US Hispanics have historically been linked to cannabis, but until recently that association was marked by racial inequality. In fact, cannabis was referred to as “marijuana” “because anti-cannabis factions wanted to underscore the drug’s ‘Mexican-ness,’ meant to stoke anti-immigrant sentiments,” according to Matt Thompson from NPR’s Code Switch blog. It’s also the reason why some cannabis advocates today consider “marijuana” a derogatory term.