The rise of Chicano/a identity during the Chicano Movement opened new possibilities for Black-Brown unity through rejecting assimilation: "Chicanos defined themselves as proud members of a brown race, thereby rejecting, not only the previous generation's assimilationist orientation, but their racial pretensions as well." Chicano/a leaders, organizations, and demonstrations learned from and collaborated with Black Power movement leaders and activists. As a result, "Mexican American" became used by those who insisted that Mexicans were white and wanted to assimilate, while "Chicano" became used by those who embraced a non-white and non-assimilationist worldview.