This wiki article makes it clear that the goal is to find a gender-neutral word to use in spanish (or portuguese), but... why does this project need to be undertaken in English? English is already gender-neutral in most respects. "Latin" is an epicene adjective in English, and so also is "Mexican," "Brazilian," etc.
It seems like anglophone America is being used as safe harbor for a cultural project that doesn't really have any use / relevance within this language.