Latinx in Identity & Influence, Entertainment, Healthcare

The Inadequate Checkbox

When defining the Latinx community, we start with the word itself which reflects the progression of language. It is a relatively new non-binary gender term to describe people of Latin American descent in the U.S. However, descent only covers a small portion of what the word symbolizes and promises to millions of Americans. Latinx refers to a larger discussion of identity when it’s placed in the context of two separate cultures. As a result, Latinx is not only a tool of identification, but also a term that signifies a sense of urgency, a responsibility to preserve culture, a longing for togetherness and an internal pride of belonging.
 
Honing in on community influence, our system Q identified Poder Quince/Quince Power, an initiative aiming to increase Latinx voting participation by transforming quinceañeras in Austin, Dallas and Houston as registration hubs where the birthday girl encourages attendees to register to vote. Additionally, these quinceañeras are provided with free photo booths, a Snapchat filter geotagged to their venue, and even a celebrity guest appearance for some. This is one example of an initiative to ensure that the Latinx voice is not only heard, but an effort to encourage Gen Z Latin Americans to feel empowered and take ownership of their future.
 
Said best by s&h’s VP of Data Science and Product Development Kendra Clarke, “Hispanic and Latinx identities live in combination with other identities.” This reality creates feelings of confusion and separation, which is why emphasis on community and activism is imperative for all generations of Latinx.

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Lights, Camera, Action

In 2019, the influence of Latinx culture in the entertainment industry is growing, aiming to first and foremost tell authentic stories that have historically been suppressed in film and television. From Jane the Virgin to the relaunch of One Day at a Time, streaming platforms like Netflix and Hulu are making Latinx entertainment more accessible. ALMA’s VP Head of Strategy Angela Rodriguez points out that “you can be what you can see.” Thus, the conscious effort to include Latin influenced shows is exceptionally important, now more than ever.
 
The music industry also has seen a spike in Latinx influence. New authenticity from artists combined with musical creativity has led many Latin pop songs to gain worldwide recognition. In 2017, 45 of the top 100 music videos on YouTube were made by Latinx artists. Additionally, from Louis Fonsi, Daddy Yankee’s “Despacito” to Cardi B, Bad Bunny and J Balvin’s number one spot on Billboard Hot 100 with “I Like It,” Latinx music is playing all over the world.
 
While analyzing this boom, Senior Strategic Planner at ALMA Jackie Zima noted that some artists consider Latinx music to be particularly vulnerable, as it all gets lumped under the Latin catch-all, despite the diversity of artists and genres. Therefore, it is crucial that the industry makes a significant push to also highlight the many nuances found in Latinx music.

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The Weight of Carrying Fear

Looking at Latinx and healthcare, our conversation covered topics ranging from the insurance crisis to the future of caregiving for Latinx millennials—always with a focus on the importance of family. It was interesting to contrast that U.S. Latinos have a longer life span than Caucasians, while recognizing that the recent mass shooting in El Paso transformed many in the Latinx community from feeling invisible to feeling targeted. A majority of the signals led back to social determinants of health— current events and cultural sentiment create a huge burden for Latinx Americans that inevitably affects both mental and physical health and wellbeing.
 
Looking at solutions, one signal that stood out was research highlighting that both hiking and spending time outdoors are a great way to relieve stress. However, not only do dense urban areas and low-income neighborhoods usually have less access to this type of recreation, but a 2011 National Park Service report found that Latinx and African Americans had much lower visitor rates than White Americans to the parks.
 
When unpacking this issue, ALMA’s Director of Strategic Insights Luke Roberts pointed out that in many Latin American countries, spending time in nature does not always represent recreation,  but rather danger. Additionally, Senior Cultural Strategist Ben Grinspan also suggested that many Latinx are working multiple jobs and cannot prioritize time outdoors which could be an opportunity for more bite-sized outdoor moments.
 
We are ready to see more brands get involved in this space.