In a global-first marketplace, the stakes have never been higher for brands to connect with consumers across cultures and languages. How can marketers embrace transcreation, ‘genuine intelligence’ and more, to speak their customers’ language in 2025?
As 2025 comes knocking, globalization and digital interconnectivity have made one thing crystal clear: brands can’t just pay lip service to the way they try and engage consumers across languages and cultures. If they do, they jeopardize customer relationships and business growth risks getting lost in translation. “Can’t read, won’t buy” is increasingly guiding consumer behavior across the globe. Eighty-nine per cent of buyers say it’s important to be able to deal with companies in their own language, according to research from RWS. Meanwhile, 40% of consumers simply will not buy if content isn’t in their language.
And it’s not just about translation. It’s not about swapping in one word for another, at scale. It’s about a nuanced understanding …