— the first Latinx journalist to be named to the Los Angeles Times masthead — took stock of how much progress our community had made during the 1980s, which had been dubbed “the Decade of the Hispanic” in the news media and in advertising because of our burgeoning population growth.
“As near as I can remember, the phrase was first widely used in the Los Angeles area as part of an advertising campaign in the early ’80s,” he wrote. “Then, as now, the Coors Brewing Co. saw the Latino community as a growing market for its beer. So it plastered billboards all around town of a smiling Latino holding a beer and toasting the world as he proclaimed Coors ‘the beer for the Decade of the Hispanic.
As a Latino, I don’t accept latinx.
Hey shut up
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