In the United States alone, over 67 million people speak a language other than English at home. As of 2019, this includes roughly one in every five Americans—a 3x increase since the 1980s.
Multilingual households will only continue to grow in the coming years as we look to future generations. More than 27% of children under 18 in the United States live in households where a language other than English is spoken. Brands that embrace linguistic diversity today will continue to have the advantage in the coming years.
Reaching and resonating with these audiences requires thoughtfulness that goes beyond Google Translate. Audiences are savvier than ever, and translation alone may not suffice. This is where transcreation comes into play, a strategy that goes beyond literal translation to adapt messaging creatively and culturally for different audiences.
Translation vs. Transcreation
Translation moves text from one language to another, focusing on accuracy and proper grammar. While translation is essential for many purposes—travel directions, basic menu ordering, etc—it often falls short in marketing and advertising. A direct translation might convey the correct information, but it can miss the nuances of cultural context, tone, and emotional resonance that make a message compelling.
Most alarming, translation can sometimes turn carefully crafted messaging into gibberish. For instance, a tagline that works brilliantly in English might lose its impact or even become nonsensical in another language. Two memorable public fails include:
- KFC’s ‘Finger-lickin’ good’ translating to ‘Eat your fingers off’ for Chinese audiences
- American Dairy Association’s ‘Got Milk?’ campaign translating to ‘Are you lactating?’ in Spanish
All campaigns aim to inspire action, evoke emotions, and build connections; using translation for copywriting can result in a disjointed and ineffective message.
Enter transcreation.
The Power of Transcreation
Transcreation is a blend of translation and creative adaptation. It involves reimagining your message for a new audience, considering cultural nuances, common phrases, and the emotional impact of words. Transcreation ensures that your campaign’s core message and intent remain intact while making it relevant and engaging for the target audience. Transcreation can include:
- Rewriting copy to ensure the tone is consistent across languages. Translation rarely takes tone into account. Transcreation ensures that your message—whether calming, friendly, or professional—is received as such.
- Replacing language to be relevant to the focus audience. Google Translate and even ChatGPT are not updated to include our cultural moment.
- Relying less on literary device-based language. Literary plays like alliteration have a hard time moving across languages. Example: “Live, Laugh, Love” translates to “Vive, ríe, ama” in Spanish.
- Removing idioms from messaging. Headlines built around a pun or an expression often don’t move easily from one culture to another. Feeling “Under the weather” translates to the confusing “bajo el clima” in Spanish.
Bellweather Agency’s approach to transcreation emphasizes creativity and cultural sensitivity. We understand that successful campaigns do not just speak to people—they resonate with them. This requires a deep understanding of the target culture, including values, humor, and social norms. By infusing creativity into the process, we craft messages that are linguistically accurate and culturally compelling.
The Case for Transcreation in Campaigns
The importance of transcreation in branding and marketing campaigns cannot be overstated—especially for nonprofit clients. Nonprofits often address universal issues such as health, education, and social justice, yet the way these messages are received can vary significantly across different cultural groups.
For example, a campaign promoting health awareness in a Hispanic community must consider cultural attitudes toward healthcare, family dynamics, and language preferences. A straightforward trans lation of an English campaign might miss these critical elements, leading to a lack of engagement or, worse, misunderstanding. Transcreation, however, allows for the adaptation of visuals, tone, and content to create a campaign that feels personal and relevant.
Statistics on Non-English Speakers in the U.S.
To re-emphasize the importance of integrating transcreation in our modern world, let’s look at the numbers:
Nearly one in five U.S. households (21%) speak a language other than English at home. This reflects the multicultural makeup of American society and the prevalence of bilingualism. Source: Pew Research Center
Over 41 million people in the United States speak Spanish at home, making Spanish the second most spoken language in the country. Source: American Community Survey
Asian language speakers in the U.S. have grown by 50% since 2000. Asian languages include Chinese, Tagalog, Vietnamese, Korean, and Hindi. Chinese, in particular, is spoken by approximately 3.5 million people in the U.S. Source: American Community Survey
Simply put, this linguistic diversity represents a significant portion of the population that nonprofits cannot afford to overlook.
Metro Markets Make Transcreation Crucial
When we look at several key metro markets in the United States, the numbers are even more clear. Several key metropolitan areas have significantly higher percentages of non-English speakers than the national average, again according to the U.S. Census Bureau 2022 data:
- Los Angeles: nearly 58% of the population speaks a language other than English at home, with Spanish and various Asian languages being predominant.
- New York City metro area: approximately 49% of residents speak a non-English language, about 24% of the population speaks Spanish, 5.6% speaks Chinese, and 2.9% speaks Russian.
- Miami: a staggering 74% of the population speaks a language other than English, predominantly Spanish and Creole.
Transcreation in Action: NYC Votes
In our collaboration with NYC Votes, we aimed to create a versatile messaging framework that resonated with diverse audiences, inspiring them to engage in the democratic process. With a mandate to translate our message into 13 languages, including American Sign Language (ASL), we empowered young voters to register and vote. Leveraging impactful statements tailored to individual interests, we ensured seamless transition across languages, fostering inclusivity.
Our commitment to cultural sensitivity extended to image choices, curating colors and photography that resonated with our target demographics. By marrying compelling messaging with culturally relevant visuals, we aimed to drive meaningful engagement among voters from all backgrounds.
Conclusion: Transcreation as the Way Forward
In conclusion, while translation is a vital tool, it is insufficient for the nuanced and impactful communication needed in national and nonprofit advertising campaigns. Transcreation offers a pathway to deeply connect with diverse audiences, ensuring that your message is not only understood, but also felt. As you plan your next national campaign, consider the power of transcreation to drive growth, expand your reach, and make a meaningful impact.
At Bellweather Agency, we are committed to helping our clients write their next chapter by expanding and diversifying audiences. Let us help you craft campaigns that speak to every community you serve. Get in touch to learn more about our transcreation process and services.
