- Posted by Alicia Monsalve 01 Apr
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Culture is the new universal language in America
A recent Forbes article by Glenn Llopis states that “Culture is quickly becoming the new universal language in America. Cultural intelligence must replace the misguided notion that simply translating English copy into someone’s native language is all you need to do to reach them. Embracing cultural sensitivity has become critically important to the design of new business models, leadership development and the relationships that brands earn with their consumers. It is not only ethical and the right thing to do; it’s the “must-do” to be domestically and globally competitive. Given today’s demographic shift in America, brands can no longer afford to make guesses and assumptions about their target audiences.”
Read the full article in Forbes.com
The article highlights the story of Dallas based Pizza Patron, which has built an extremely loyal following with first and second generation Hispanics by satisfying the culturally relevant needs of these consumers. Their remarkable success demonstrates that “Hispanic consumers don’t want to be sold to, they want to connect with brands that embrace their culture and commit themselves to earning long-term and trustworthy relationships.”
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