Speaking their language: Why marketers should embrace cultural nuances

When brands want to reach people in different countries, it’s not enough to just translate words from one language to another. To really connect, marketers need to understand the culture behind the language. This goes beyond simple translation; it’s about making sure the message feels genuine and respectful to the people it’s meant for.

This isn’t just a technical issue—it’s about building trust and showing respect for different cultures. When done right, it can make a brand feel more authentic and inclusive to a global audience.

The Pitfalls of Over-Reliance on AI

Artificial intelligence (AI) has transformed how we approach translation. It's fast, efficient, and can handle large volumes of work that would be impossible for humans alone. However, AI has its limitations, especially when it comes to understanding the subtleties of culture. For example, imagine a global brand trying to market a product in Japan. While AI might accurately translate the words, it might miss the cultural context that makes the message truly connect with the Japanese audience. This is where human expertise becomes invaluable. 

Language is more than just words; it’s a key component of cultural identity. AI might help with the basics, but without local insight, marketing strategies risk coming across as tone-deaf or even offensive. For instance, a direct translation might miss idiomatic expressions or cultural references that are critical for the message to resonate.

This doesn’t mean we should stop using AI—far from it. By combining AI-powered technology with the insights of linguistic experts, online translation can become more powerful than ever. AI is a powerful tool, but it’s the human touch that truly contributes to its positive impact.

Real-World Example: Coca-Cola in China

A great example of this is Coca-Cola’s initial attempt to enter the Chinese market. The brand's name was translated phonetically, but the resulting phrase meant "bite the wax tadpole" in Chinese. It wasn't until Coca-Cola worked with local linguists to find a better phonetic match that they landed on "Kekou Kele," which translates to "tasty fun" — a far more appealing and culturally appropriate slogan.

Cultural Sensitivity Is Key

When it comes to marketing in a diverse, globalised market, cultural sensitivity isn’t just a nice-to-have or a box to tick; it’s a necessity. In regions with strong indigenous or minority languages, using the right language is more than just a practical concern — it’s a matter of respect and inclusion. Take New Zealand, for example, where the use of the Māori language in marketing materials isn’t just about communication; it’s a way of acknowledging and respecting the indigenous culture.

Marketers need to balance clarity with cultural sensitivity. Simplifying your message for a global audience might seem like a good strategy, but it can also lead to alienation. For instance, reducing complex cultural narratives to a single, simplified message can feel dismissive to the very audience you're trying to connect with. Instead, marketers should focus on localising their content, ensuring that it not only translates but also adapts to the cultural context of the target audience.

The Growing Demand for Linguistic Inclusivity

Recent data from RWS shows that there’s a growing demand for translations of endangered languages, with searches for translators in 27 endangered languages increasing by over 100% in recent months. This trend reflects a broader awareness of linguistic diversity and the importance of preserving cultural heritage. For marketers, this is a wake-up call. It’s not enough to focus on major languages; there’s a growing expectation that brands will support and promote minority languages as well.

Support for minority languages is not limited to specific regions; it's a global priority. Brands that ignore this growing demand risk being seen as out of touch or even culturally insensitive.

A Call to Action for Marketers

Where inclusivity is more important than ever, it’s time for marketers to move beyond basic translation. By embracing the cultural nuances that make each language unique, brands can avoid potential pitfalls and position themselves as truly global and inclusive. And if you think implementing inclusive linguistics into your strategies is just about avoiding mistakes, it’s time to start truly embracing the power your brand has in resonating with diverse audiences on a meaningful level. 

So, the next time you're planning a global campaign, remember: it’s not just about what you say, but how you say it—and in what language. Consider how your message will resonate in different cultures and languages, because that’s where true connection happens.

For more insights on integrating AI and cultural expertise into marketing strategies, visit HAI by RWS.