Racial & Ethnic Identity

As a shop that studies human behavior through surveys and other social scientific techniques, we have a good line of sight into the contradictory nature of human preferences. Here's a look at how we categorize our survey participants in ways that enhance our understanding of how people think and behave.

Across more than 20 countries surveyed, a median of 91% say being able to speak their country’s most common language is important for being considered a true national. And 81% say sharing their country’s customs and traditions is important for true belonging.

Most U.S. Latinos speak Spanish: 75% say they are able to carry on a conversation in Spanish pretty well or very well. But not all Latinos are Spanish speakers, and about half (54%) of non-Spanish-speaking Latinos have been shamed by other Latinos for not speaking Spanish.

32% of U.S.-born Asian adults have hidden a part of their heritage, compared with 15% of immigrants.

The Census Bureau estimates there were roughly 63.7 million Hispanics in the U.S. as of 2022, a new high. They made up 19% of the nation’s population.

Among Asian Adults living in the U.S., 52% say they most often describe themselves using ethnic labels that reflect their heritage and family roots, either alone or together with "American." About six-in-ten (59%) say that what happens to Asians in the U.S. affects their own lives.

In this companion documentary, Asian American participants described navigating their own identity. These participants were not part of our focus group study but were similarly sampled to tell their own stories.

The stories shared by participants in our video documentary reflect opinions, experiences and perspectives similar to those we heard in the focus groups. Watch extended interviews that were not included in our documentary but present thematically relevant stories.

Use this quote sorter to read how focus group participants answered the question, “What does it mean to be you in America?”

In a new analysis based on dozens of focus groups, Asian American participants described the challenges of navigating their own identity in a nation where the label “Asian” brings expectations about their origins, behavior and physical self.