In the quest for global reach, businesses are increasingly turning to translation and localisation to connect with diverse audiences.
However, recent research by the HAI team at RWS has revealed a troubling trend. A staggering 86% of native speakers surveyed have encountered culturally inappropriate content due to mistranslation, with 3 in 4 willing to switch a more culturally sensitive brand.
This startling statistic serves as a stark reminder of the high stakes involved in cross-cultural communication and potential brand reputation damages.
Marketing expert at HAI reveals the cost of cultural insensitivity to businesses and guides into reaching younger audiences who prioritise culturally-aware brands.
Around 3 in 4 native speakers would switch to a brand that shows better cultural understanding
The study shows that 7 out of 10 (71.20%) native speakers would engage with a brand more if their content respects their culture.
Following from this, over 72% of respondents also stated they would switch to a brand that respects cultural nuances within its communication strategies, with only 14.2% of respondents unwilling to make the switch.
Reaching younger audiences means being culturally-relevant
The study further reveals a generational divide, with younger generations are most likely to switch. The 16-24 age group showed the highest willingness to switch brands, with 78.26% prioritising a brand who showed an understanding of cultural nuances in communication and content, over one that did not. Older consumers aged 55+ showed the lowest willingness to switch brands (39.02%).
The high cost of cultural insensitivity
Analysing the survey findings, Krissie Petfield, Head of Marketing at HAI, explains:
“Translation is more than just converting words from one language to another; it’s about conveying meaning and intent within the cultural context of the target audience. When cultural nuances are lost in translation, the consequences can be significant.”
- Alienated audiences: “62.4% of respondents agree that cultural nuances, such as local idioms, beliefs, and customs, are often disregarded during the translation processes. This disconnect can lead to content that feels inauthentic, irrelevant, or even offensive to the target audience, hindering your ability to build meaningful relationships and foster brand loyalty.”
- Damaged brand reputation: “Culturally insensitive translations can damage your brand’s image and erode trust among consumers. In today’s hyper-connected world, news of a translation blunder can spread like wildfire, tarnishing your brand’s reputation and making it difficult to regain consumer confidence.”
- Lost business opportunities: “As a significant portion of consumers are willing to switch to a brand that demonstrates better cultural understanding, mistranslations can directly impact your bottom line, leading to lost sales and missed opportunities in new markets.”
Wake-up call: Cultural intelligence is a core pillar in marketing
To provide guidance for marketers, Petfield emphasises how marketers can prioritise cultural understanding and collaboration to ensure effective and relevant localisation:
Invest in cultural research: “Understand your target market’s local customs, traditions, and communication styles to ensure your message is accurate and culturally appropriate.”
Use native speakers: “Partner with experts who are fluent in both the language and culture to navigate nuances to ensure your message resonates.”
Review thoroughly: “Have multiple native speakers review translated content to catch errors or cultural missteps.”
Combine AI with human oversight: “Use AI translation tools for efficiency but rely on human expertise to ensure accuracy, sensitivity and cultural relevance.”
Tailor content for age groups: “Adapt your messaging to suit different generations’ expectations around cultural sensitivity and language. Update localisation assets. Keep your translation guides and tools current to reflect evolving language and cultural trends.”
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Methodology: The research was conducted by Censuswide, who collected responses of 500 respondents in the UK, North America & Canada whose first language is not English/American/Canadian between 05.08.24 to 09.08.24.
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