Diversity Marketing and Community Outreach
The US melting pot of world cultures is more diverse than ever. If your marketing communications are focused exclusively on English speakers, you are potentially missing out on the opportunity to connect with the 17.9% of Americans who speak a language other than English at home (U.S. Census Bureau)
Did you know?
- According to the Selig Center for Economic Growth, African-, Hispanic- (Latino) and Asian-Americans spent $1.6 trillion in the US in 2003. This is almost triple the value for 1990. Not only do today's multicultural markets show strength in numbers, but they are also active consumers with considerable buying power.
- Total minority buying power is estimated at $1.3 trillion or 18.5% of total U.S. buying power. The 102.8% increase in minority buying power since 1990 far outpaces the 67.4% increase for the majority population during the same time period.
- If you limit a new potential client's web experience to your existing English website, you're alienating many business users who do not speak English as their primary language and, according to a US market research firm, are three times more likely to purchase when addressed in their native language.
Non-governmental organizations and government agencies (local, state and federal) have been among the leaders in understanding the importance of community outreach, communicating with America's diverse ethnic communities in their respective languages.
Glyph can help you to expand the reach of your organization's message, whether to consumer markets or as an aspect of outreach. We translate into languages such as Spanish that are widely spoken throughout the USA as well as into languages that are "regional" by virtue of ethnic concentrations, such as Hmong, Vietnamese, Chinese, Amharic, Tigrinya, Hindi, Urdu, Ukrainian, Tagalog and Russian.
