The subtitle gives away the whole story: “Why are we using a word that is preferred by only 2 percent, but offends as many as 40 percent of those voters we want to win?” said one pollster."

.....

Only 2 percent of those polled refer to themselves as Latinx, while 68 percent call themselves “Hispanic” and 21 percent favored “Latino” or “Latina” to describe their ethnic background, according to the survey from Bendixen & Amandi International, a top Democratic firm specializing in Latino outreach.

More problematic for Democrats: 40 percent said Latinx bothers or offends them to some degree and 30 percent said they would be less likely to support a politician or organization that uses the term.

-

No one cares what they call themselves. The elites have their own language and will continue to use it even if the subjects detest or resent it. Only if the elites feel there is a price to pay or a give will they change their language. NGO leaders, social justice activists and liberal digital writers clearly know better for them than they know for themselves. They will keep calling them Latinx because their superiors know it's best for them. The mindset of the elite nagging nannies.