 This latest poll is nearly identical to a 2019 survey that found 98% of Hispanics preferred a term other than Latinx to describe their heritage. At the time, the progressive founder of ThinkNow, Mario Carasaco, said that based on the results, he would advise my colleagues across the various marketing, human resources, journalism, and communication disciplines to avoid using Latinx as a descriptor for all Latinos. Well, of course, normal Hispanic people don't use the term or like it.