Most Americans unfamiliar with newer terms used to describe some racial/ethnic groups

A new Ipsos poll, provided exclusively to the New York Times, examines the public's awareness of, and favorability toward changing vocabulary around race and society

The author(s)

  • Neil Lloyd Senior Research Analyst, Public Affairs
  • Chris Jackson Senior Vice President, US, Public Affairs
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Washington, DC, November 1, 2021

A new Ipsos poll, provided exclusively to the New York Times, that explores awareness of and attitudes toward various terms used to identify different racial or ethnic groups finds that most Americans say they have never heard of some newer terms used to describe some racial and ethnic groups, such as 'BIPOC' (63%) and 'AAPI' (58%), and a third (34%) have never heard of the term 'Latinx'. Democrats are more likely than Republicans to be familiar with these terms and view using them more favorably. Two thirds (68%) of Americans are unbothered when someone uses a term (but not an explicitly racist one) other than their preferred term to describe their race or ethnicity.

To read the full story from the New York Times, please click here.

About the Study

This Ipsos poll, provided exclusively to the New York Times, was conducted June 4-7, 2021, by Ipsos using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 1,010 general population adults age 18 or older. This sample includes 284 Republicans, 294 Democrats, and 326 Independents.

The survey was conducted using KnowledgePanel, the largest and most well-established online probability-based panel that is representative of the adult US population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the US. Households invited to join the panel are randomly selected from all available households in the U.S. Persons in the sampled households are invited to join and participate in the panel. Those selected who do not already have internet access are provided a tablet and internet connection at no cost to the panel member. Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online. As a result of our recruitment and sampling methodologies, samples from KnowledgePanel cover all households regardless of their phone or internet status and findings can be reported with a margin of sampling error and projected to the general population.

The data were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, household income, race/ethnicity by gender, race/ethnicity by age, and race/ethnicity by education. The demographic benchmarks came from the 2019 American Community Survey (ACS) except for the metropolitan status, which is not available from the 1-year ACS data, were obtained from the 2020 March Supplement of the Current Population Survey (CPS).

  • Gender (Male, Female) by Age (18–29, 30–44, 45–59, and 60+)
  • Race/Hispanic Ethnicity (White Non-Hispanic, Black Non-Hispanic, Other or 2+ Races, Non-Hispanic, Hispanic)
  • Education (High School graduate or less, Some College, Bachelor and beyond)
  • Census Region (Northeast, Midwest, South, West)
  • Metropolitan status (Metro, non-Metro)
  • Household Income (Under $25,000, $25,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000-$149,999, $150,000+)
  • Race/ethnicity (White/Other Non-Hispanic, Black Non-Hispanic, Hispanic) by Age (18-44, 45+)
  • Race/ethnicity (White/Other Non-Hispanic, Black Non-Hispanic, Hispanic) by Education (Some College or less, Bachelor and beyond)

The margin of sampling error is plus or minus 3.3 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.11. The margin of sampling error is higher and varies for results based on other sub-samples. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.

About Ipsos

Ipsos is the world’s third largest Insights and Analytics company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com

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The author(s)

  • Neil Lloyd Senior Research Analyst, Public Affairs
  • Chris Jackson Senior Vice President, US, Public Affairs

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