Is there such a thing as a common Hispanic culture? The Pew Hispanic Center just released a study suggesting that, considering how Hispanics identify themselves, the answer may be no.

We know there is great diversity within the U.S. Hispanic population. Pew’s biggest finding is the paucity of U.S. Hispanics who identify with the label “Hispanic” or “Latino.” Only a quarter. Half of Hispanics identify more strongly with their family’s country of origin. And another 21% said that they use the term “American” most often to describe themselves. When asked whether Hispanics have many different cultures or if they share a common culture, 69% indicated the former.

Are we then fooling ourselves when we attempt to market to a segment that we call Hispanic, but that doesn’t perceive itself that way? I don’t think so.

Read the entire article at Ad Age.

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