A recent study published in Social Science Research indicates that 6% of respondents of Spanish or Latin American ancestry do not identify as Latino. Marketers are already adding this information to their profile of Latino consumers in an effort to more effectively target them: In this essay, for example, marketer David Morse argues that this finding is early evidence of assimilation among Latinos and cautions marketers to remember that race and ethnicity "are, and always have been, fluid concepts."
