Chicano, a became a rediscovered phrase in the 1960s, departing from the integrationist Mexican-American identification, to convey local independence, racial and linguistic unity, and pleasure in being of Indigenous background. During El Movimiento, Chicanos also exhibited unity and identified their identity via the creation of Chicano art, as well as being steadfast in their religious beliefs.

During the liberties period, the Chicano situation emerged with three objectives: property preservation, agricultural workers equality, and educational improvements. Before the 1960s, however, Latinos had little impact on mainstream politics. Latinos were a powerful voting bloc when the Mexican American Political Organization chose to support John F. Kennedy to the president in 1960. After becoming administration, Kennedy expressed his thanks instead by hiring Hispanics to positions in his cabinet, but by taking into account the Hispanic society's problems. Latinos, particularly Mexican Americans, began seeking changes in labor, school, as well as other areas to satisfy their requirements as a legitimate political organization.