Latina entrepreneur on a mission to eradicate term ‘Hispanic’ from American lexicon

Latina entrepreneur on a mission to eradicate term ‘Hispanic’ from American lexicon

LatinaLista — Who better than to craft a new image for “American Latinos” than a company that specializes in branding? With a tongue-in-cheek name, Greencard Creative, the organization, headed by Chile-born Tatiana Pagés, launched in 2008 the American Latino Initiative.

The goal of the initiative has been to shatter assumptions that both the public and companies have of American Latinos. Pagés’ mission is to remove “the word “Hispanic” from the American lexicon.”

“It’s not about Hispanics anymore, it’s about American Latinos and the transition to their new identity,” said Pagés. “As a Latino entrepreneur, I feel it is my responsibility to challenge the stereotypes of Hispanics in the U.S. that have been overshadowing who they really are, and limiting where they can go as cultural citizens.”

Pagés claims she’s having success with her initiative which has included a series of lectures, T-shirts, an art exhibit and branding campaigns that, according to Pagés has reached more than 1.5 million people. The initiative, billed as a social movement, has yet to take advantage of social media but that doesn’t mean people aren’t hearing the message.

In 2012, the entrepreneur and her team began to see the fruits of their labor with companies they worked with becoming more sensitive to the complex identity of American Latinos and tailoring their outreach specifically to them. The American Latino Initiative credits their branding efforts for adoption of the term ‘American Latino’ by such powerhouse organizations as Univision and New America Alliance.

Words are powerful. Language may not always reflect reality, but it determines what we see and what we don’t see. ‘Hispanic’ is a static demographic concept and cultural barrier. It is about the past and undercuts the transformative experiences American Latinos go through as they live in America. — Vision statement of American Latino Initiative

View Comments (1)

1 Comment

  1. JoseanFigueroa

    March 14, 2013 at 7:48 am

    So why does she want to eliminate ‘Hispanic’ but keeps ‘Latino’?  Latino is a European term that denotes people of Roman ancestry (Italians, French, Spaniards, Portuguese), and their New World descendants, the ‘Latin Americans’, ‘Latino americanos’ in Spanish, hence the short ‘Latino’.

You must be logged in to post a comment Login

Leave a Reply

More in Culture


Video: New documentary explores how epic film GIANT changed the lives of film’s Latinos

Latina ListaApril 15, 2015

Book Review: First-of-its-kind anthology delves into Latina spirituality

Latina ListaApril 14, 2015

Spain’s Prado Museum opens doors to blind visitors with special “touch” exhibit

Latina ListaApril 8, 2015
Octavio Solis #3

Q&A with Latino playwright Octavio Solis

Latina ListaMarch 16, 2015

Review: Author explains why Latinos missing out on citizenship empowerment

Latina ListaMarch 9, 2015

Looks like children’s book publishers need longer time-out to improve diversity in titles

Latina ListaFebruary 26, 2015

Viernes Video: Aspiring Colombian filmmaker mixes zombies and westerns to create an unique horror short

Latina ListaJanuary 30, 2015

Multicultural Children’s Book Day Spotlight: Meg Medina

Latina ListaJanuary 23, 2015

The Educational Revolution of Mexican American Studies in Arizona

Latina ListaJanuary 13, 2015