The changing face of America is not just a demographic shift; it’s a linguistic and cultural transformation that impacts everything from education to healthcare to business. With over 350 languages spoken across the country, this linguistic diversity requires companies, public institutions, and researchers to adapt in order to communicate effectively. Translation, then, becomes more than a tool for bridging language – it’s essential for creating inclusive, meaningful connections. In a country where one in five people speaks a language other than English at home, translation is not only practical but crucial. By prioritizing language accessibility, we not only respect the voices of diverse communities but also gain deeper insights into their needs, values, and perspectives.
Want to learn more about brand messaging in America? Check out our webinar on navigating cultural shifts!
How Your Brand Can Thrive in an Evolving Language Landscape
1. Navigating Cultural Shifts in the US
The US has experienced a whirlwind of cultural shifts in recent decades. Understanding these trends is essential for your brand to create connections with your target audiences.
For example, let’s take a closer look at the largest minority in the US: the Hispanic population. In the last few decades, this group has grown significantly, accounting for 19% of the US population. Depending on your region, Latinos may even be the majority – such as in areas of California, Texas and Florida.
How These Trends Impact Translation Services
The term Hispanic refers to people with ancestry from Spain and Latin America, so when you think about reaching out to this community, it’s important to avoid a blanket approach to your translation. For copy that actually makes an impact, keep in mind that:
- Mexican and Puerto Rican Spanish used to be the dominant dialects, but now the US Hispanic population is much more diverse.
- The dialect and tone of Spanish varies by city and state, following immigration trends.
- Remember that 1st, 2nd and 3rd generations have unique ways of speaking.
- Toggling between English and Spanish in official communication has become more common.
- Biculturalism is now the norm, with 72% of Latinos identifying as bilingual.
- Some Hispanics don’t speak Spanish, but still want to connect culturally.
At the end of the day, it’s tricky to use words that appeal to everybody. The right translation will factor in these trends to determine the best way to talk to your audiences. It’s important to hire expert translation services to personalize content and gain trust from Spanish-speaking customers in their most native ways of communicating.
2. Mastering Language for Cultural Resonance
Crafting successful marketing translation services hinges on understanding your target group, as well as reflecting their manner of speech.
To connect with Hispanic audiences, brands are getting creative with their approach to voice. Some examples include the following bilingual campaigns:
- “Vive tu vida to the brightest” (Colgate)
- “Mueve tu water” (Dasani)
- “My huevos bring all the boys to the yard” (Barrio Urbano restaurant)
- “Buy a paleta, save el planeta” (League of Conservation Voters)
Overall, these marketing campaigns tap into the beating heart of Hispanic biculturalism by creating “Spanglish” combinations that many use in their day-to-day.
Of course, these principles don’t just apply to Spanish-speaking audiences. Other languages have a wealth of cultural diversity. For instance, 60% of daily French speakers live in Africa. When connecting with French-speaking audiences – or those of any language – it’s crucial to tap into the cultural roots of all relevant communities.
3. Balancing Nuance for Gendered Languages
Another consideration for high-impact translation services is inclusive language. In English, it’s relatively easy to use gender-inclusive language: using “they” rather than gendered pronouns and using terms like “server” and “flight attendant” instead of “waiter”/”waitress” and “steward”/”stewardess”. In other languages, however, it can be challenging – both linguistically and culturally. Keep in mind that:
- Many languages include gendered nouns, adjectives, and even verbs, making it difficult to find workarounds.
- Grammatically speaking, male forms tend to take precedence over female forms.
- New gender-neutral terms aren’t yet widely adopted, or may be reluctantly used.
- Some languages don’t yet have non-binary terms – and in fact may be rejected by speakers or alienate them
Given these challenges, it’s important to work with experts seasoned in understanding latest trends and translating inclusive language. A variety of approaches can be leveraged to create more gender-inclusive translation, such as shifting to plural/singular forms, tweaking vocabulary and reorganizing sentence structure.
Check out our expert article here for more about gender inclusion in translation!
4. Building Global Connections With Communities
Last but not least, translation services are most effective when brands aim to forge meaningful connections. There’s a fine line between being inclusive and alienating diverse communities. That’s why it’s so essential to work with industry experts to bridge cultural gaps with your partners, clients and customers.
In short, you should really know your target audience. For instance, your brand voice should speak to cultural-specific norms, beliefs and slang, group dynamics and more. It’s not just about knowing latest terms, either. Your business should know how to respect and apply them. For example, “latino,” “latinx” and “latine” are all terms for different Hispanic groups. How do you know which to use?
Ultimately, you’ll require specialized translation services to get advice on how to talk to your brand’s target audience. And keep in mind: words aren’t a substitute for actions. If you’re keen to build relationships with non-English speaking populations, you’ll want to walk the walk. Work with local communities, create outreach programs and tailor all your messaging accordingly.
Keep Up With Language Trends Via Our Translation Services
Staying on top of today’s language trends can be challenging. Good intentions can only get you so far. In the end, you’ll require expert translation services to create texts that resonate with your customers.
At Multilingual Connections, we’re at the cutting edge of achieving translation that makes a difference. Our language specialists are at the top of their fields and know how to wordsmith translations so that they sound natural and make your target users feel at home. Our expert translators are ready to craft tailored, high-quality texts that get results for your organization. Reach out to us today to discuss your language needs.
Want to learn more about the essential part translators play in adapting U.S. Companies to a Multilingual America? Watch the replay of our webinar, “Ch ch ch changes: Keeping Up With Evolving Language and Culture for Better Global Connections.”
