The Importance of Cultural Sensitivity in Business Translation: Bridging the Gap in Global Communication
Effective communication is crucial in business, especially when conducting transactions across different countries and cultures. As businesses expand and interact with a more diverse audience, the need for high-quality translation and interpreting services grows. However, it’s not just about getting the words right; cultural sensitivity is equally important.
Cultural sensitivity involves understanding the beliefs, values, and norms of a particular culture and adapting communication to respect and honor them. It’s an essential aspect of translation and interpreting services because language is not just about words; it’s about conveying meaning and context.
Key Risks of Neglecting Cultural Aspects in Business Translations
Even a most accurate translation that neglects the culture of the target audience may be potentially harmful, as it can result in misunderstanding, confusion, or, worse, offense. This, in turn, can be damaging for business relationships, undermine your company’s credibility and lead to missed opportunities. Let’s have a quick look at those risks one by one.
1. Simple (But Sometimes Costly) Misunderstanding
The very first risk of ignoring cultural context is the lack of understanding, which can considerably weaken the foundation for all further business relations, be it with your partners or customers.
This is particularly true when it comes to idiomatic expressions or phrases that have a specific cultural context. Such expressions may not have an equivalent in the target language, or they may have an equivalent that has a totally different connotation.
If not properly adapted to the target culture, these phrases may be misunderstood, causing confusion or even offense. For example, in English, the phrase “break a leg” is often used to wish someone good luck. However, if addressed to someone, who is not familiar with its meaning, it may be perceived negatively and slow down or otherwise undermine your business relationships.
2. Cultural Awkwardness
The failure to consider cultural aspects may have subtle yet unpleasant consequences for your business. We all prefer smooth business relations that benefit all parties involved. Ignoring small yet significant cultural details can turn this progress into a bumpy ride with uneasy pauses in negotiations or a cooler-than-expected reception of your messages.
For instance, in many Arab countries, it’s customary to ask about the health and wellbeing of one’s family members before starting a business meeting. Failing to do so might be perceived as impolite or disrespectful, which is not an ideal start for business relationships.
A culturally sensitive translation takes into account such subtle differences and adapts to local customs, ensuring that the message is clear and appropriate for the target audience. This is especially crucial in marketing and advertising, where a message that works in one culture may not be effective in another.
3. Failure to Build Trust
The two risks described above may lead to yet another one – the failure to build trust with your audience.
In business, trust and relationships are crucial. A culturally sensitive translation shows that a company values and respects the culture of its customers, which can help build trust and foster positive relationships. This, in turn, can lead to increased customer loyalty and improved business performance.
Trust is built when the message conveyed is clear and honest. On the other hand, if the message breaks cultural norms or codes, it triggers alertness in the audience, which is a normal human reaction to something that goes against their habits and norms. It is much more difficult to break the curse of mistrust once it is established than to get it right from the beginning.
As an illustration, when KFC launched in China, their slogan “finger-lickin’ good” was translated to “eat your fingers off,” which was a major turn off for Chinese consumers. Many of them started boycotting the chain. KFC quickly realized its mistake and took corrective action, yet it took some time before the chain could regain its reputation in the Chinese market.
4. Legal Issues
Finally, culturally insensitive translations can potentially lead to legal consequences, particularly in cases where the translation is discriminatory or offensive. Individuals or groups that feel that they have been discriminated against or otherwise harmed by a brand’s message may take legal action against it.
Additionally, legal action can be taken by regulatory bodies, such as advertising standards agencies, for breaching codes of conduct or ethical guidelines. For example, in 2019, the luxury brand Dolce & Gabbana faced backlash for a video ad that showed a Chinese model struggling to eat Italian food with chopsticks. The ad was accused of perpetuating cultural stereotypes and was viewed as insensitive by many Chinese consumers. The brand issued an apology and removed the ad, but it could have faced legal action for violating advertising regulations.
How to Ensure Cultural Sensitivity in Business Translations
So, how can a company working internationally minimise those risks?
1. Hire Professional Translators
Professional translators are more than just people that master two or more languages. In addition to that linguistic knowledge and subject-matter expertise, they also have a developed cultural competence. They are well-versed in the cultural nuances of the target audience, including their values, beliefs, and customs. This knowledge enables them to adapt the message to the local market, ensuring that the translation is not only accurate but also culturally appropriate and effective.
For example, a professional translator may be aware that certain colors, symbols, or words have negative connotations in the target culture, and can suggest alternative options to avoid offense or confusion. Also, they can also ensure that the tone, style, and messaging of the translation align with the cultural norms and preferences of the audience.
2. Make it simple
Sometimes, less is more. When doing the first steps in a new market or starting negotiations with a new foreign partner, the best policy is to keep the language simple and clear. It is not the best moment to exercise in the most sophisticated idioms or recur to long storytelling with anecdotes, as these are often a slippery ground for intercultural communications. Try to keep it neutral and simple, and this will often be enough to show your respect to the other party.
3. Use Technology Wisely
Technology can be a powerful tool for translation, but it has its limitations. Machine translation, in particular, can be prone to errors and may not take into account cultural differences. Businesses should use technology wisely and as a complement to professional translation services, rather than a replacement.
4. Do Your Homework: Familiarize Yourself With Business Etiquette and Culture of Your Target Market
If a business wants to succeed in a foreign market, it’s essential to conduct thorough research into the culture of the target market. This will enable a better understanding of the customs, values, and beliefs of the target audience, allowing businesses to create effective communication strategies that resonate with them and avoid cultural missteps, such as the examples mentioned earlier. By tailoring your company’s messages to the local market, you can ensure that they are appropriate and engaging for your audience, which can help you establish trust and build long-lasting relationships based on mutual respect and understanding.
5. Foster your relationships
Even though the loyalty trend is going down due to easy access to numerous alternatives online, it is still easier to recover from a mistake if you have already established a certain level of trust with your audience.
It does not mean that you can rest on your laurels once you get there. While a solid reputation might serve as an air bag to keep your brand alive, it does not mean that you should not avoid collision with the target culture.
Key Takeaways
In conclusion, when it comes to doing business in a foreign market, cultural sensitivity and awareness are crucial for success. Failing to understand the customs, values, and beliefs of your target audience can lead to serious missteps and even legal consequences.
By conducting thorough research and working with professional translators and cultural experts, businesses can create effective communication strategies that resonate with their audience and foster strong, long-lasting relationships based on mutual respect and understanding.
