What are you?

If you are not Caucasian, what are you? Hispanic or Latino? Black or African American? Japanese or Asian? Are you a person of color? Does it matter?

As a company that deals with communication across countries and cultures, this question comes up often and using “correct” terminology can be quite a struggle.

Recently we translated a brochure for a company into several languages, one of which was Japanese. The photo on the front contained a handsome Asian man. Upon final review our Japanese translator rejected the brochure based on the cover photo and suggested we instead picture a Caucasian American male. She said people from Japan do not consider themselves to be Asian.

I find this interesting.

How do Americans view themselves? If you are American but born of Costa Rican descent, how do you identify yourself? Do you distinguish yourself as Costa Rican or American? Do you consider yourself to be Latino? Which self-identity is stronger: that of your heritage or of the country you live in?

Clearly this is a personal preference which will keep communications professionals on their toes for a very long time. In one breath, a person can be Black, African-American, a person of color and American. That is the beauty of living in a Global Age. You can be whatever you want to be.