Ethnic Composition of the U.S. Population in 20154
As a result of the rapidly changing consumer demographics, many B2C companies endeavor to have systems in place for written translation and verbal interpretation, whether using internal resources or with the assistance of third-party vendors, to help ensure consistency and accuracy when engaging and dealing with multicultural consumers.
When it comes to the translation of marketing materials and financial documents, best practices for success of B2C Companies are:
Keep it clear.
In some cases the challenge is not translating materials, but rather ensuring that materials are written at a reading level that is accessible to the average U.S. adult regardless of the language used.
Translate ideas, not words.
Use consistent terminology.
Keep internal and external terminology consistent by using bilingual glossaries for the top languages used by your consumers.
Specialized Computer-Assisted Translation (CAT) tools, such as translation memory and terminology management systems, can greatly boost translation productivity and consistency.
- United States Government Accountability Office. (May 2010) Factors Affecting the Financial Literacy of Individuals with Limited English Proficiency. Report to Congressional Committees. https://www.gao.gov/new.items/d10518.pdf
- Kelly, N. (Aug 03, 2012). Speak to Global Customers in Their Own Language. Harvard Business Review. hbr.org/2012/08/speak-to-global-customers-in-t
- Humphreys, J. (2018) 2018 Multicultural Economy. Report. Selig Center for Economic Growth. University of Georgia.
- Bureau, U.S. Census. Data tables. census.gov/data/tables.html