Campaign aims to 'Take Back Cinco de Mayo'

SALT LAKE CITY — A Latino-led nonprofit is encouraging people to reclaim Cinco de Mayo from the "the outrageous hijacking of Latino culture" it says has become characteristic of the day.

GreenLatinos launched the "Take Back Cinco de Mayo" campaign in 2021 after becoming frustrated with "yet another year of rife cultural appropriation and stereotyping of Mexican culture," said GreenLatinos public land program director Olivia Juarez. Since then, over 29 organizations and 450 individuals have signed a declaration, pushing back against the over-commercialization of Cinco de Mayo and calling for it be recognized as a day of action for cultural and environmental defense.

"Unfortunately and disrespectfully I have witnessed people partying on Cinco de Mayo, donned in sombreros or other stereotypical caricaturizations of Mexican culture, even calling the day 'drinko de Mayo' or 'cinco de drinko,'" said Juarez, a lifelong Utahn. "At their best, local Cinco de Mayo events are a celebration of Mexican culture, which when done right is an evolution away from definitive cultural appropriation. But the standard is to use the day as a reason to party, drink tequila and eat tacos and churros."

GreenLatinos is urging people to instead honor their own cultural heritage and take action to defend the health of land, air and water. Those interested in doing so can use the nonprofit's toolkit, which gives ideas on how to take action or sign a declaration. Example actions range from posting a photo of clothing or food that are unique to your culture, planting native seeds and writing in your ancestors' native language.

Cinco de Mayo is a Mexican celebration that recognizes the victory of the outnumbered Mexican army against the French Empire in a long struggle for Mexico's right to self-determination at La Batalla de Puebla (the Battle of Puebla). The day is not largely celebrated in Mexico and is not a federal holiday, unlike the country's independence day in September.

Juarez said the Battle of Puebla was a victory for Mexico's land, water, air and cultures and that it reflects current environmental justice fights.

"We look to La Batalla de Puebla as a reminder that defending our public lands, waters and cultural heritage is worth the fight, no matter the odds," Juarez said. "Our land is being stolen right out from under us. More than a football field-sized area of nature is destroyed every 30 seconds in the U.S. — this is a leading cause of climate disaster, the rapid decline of biodiversity and nature deprivation especially among low-income communities and communities of color. Our nation must look to the Battle of Puebla for inspiration in surpassing our national climate goals, which include conserving 30% of land, ocean and water in its natural state by 2030."

Although Cinco de Mayo is a Mexican celebration, Juarez said individuals from all backgrounds are invited to participate in the campaign.

"Cultural appropriation is entrenched in many aspects of American society, from the characterization of Mexican heritage on Cinco de Mayo, to the use of Native American mascots and hijacking of other cultural properties for inappropriate uses," Juarez said. "People of all backgrounds are called to #TakeBackCinco to say that cultural appropriation must be a mistake of the past on Cinco de Mayo and in every instance of cultural appropriation."

Those interested in learning more about the campaign can visit GreenLatinos' website or view the nonprofit's educational webinar on reclaiming Cinco de Mayo.

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