Belittling race and culture for convenience

How have we gone from recognizing that cultures arose from indigenous populations to viewing race and culture as a kind of brand, a label like "Dutch Baked" or "Home Style," in which we can say "Skin Color: Hispanic"?

We supersimplify everything we touch to make it easy to digest, easy to market and easy to vote for, and then we wonder why we cannot connect a consequence with its source.