 At the time, the progressive founder of ThinkNow, Mario Carasco, 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. If Spanish is their primary or only language, then they really can't use the term as it is unpronounceable in Spanish. That's one of the many problems with it. Spanish is a gendered language.