English-First Global Strategies May Hinder Business Growth, Report Suggests

A prevalent assumption among many companies, where English serves as the default for global strategy, may be hindering their growth and market expansion efforts. This starting point often dictates how product specifications are written, campaigns are planned, and expansion is prioritized.

While appearing efficient, this English-centric approach can restrict growth. Insights suggest that 76% of consumers prefer to receive product information in their native language, and a significant 40% will decline to purchase if information is not available in their language.

Companies frequently approach language as a formatting step, translating products after they have been developed. However, language plays a crucial role in shaping product descriptions, framing value, and influencing the very nature of what is built. Basing strategies solely on an English-speaking context can inadvertently exclude entire market segments.

Some leadership teams have reportedly delayed entry into high-growth regions due to the perceived 'overhead' of translating existing materials. When teams integrate the understanding that their product, content, and messaging will exist in multiple languages from the outset, it can lead to more precise communication and quicker identification of concepts that do not translate well across different markets.

While artificial intelligence (AI) has made translation faster and more accessible, it does not fully address the complexities of global communication. AI can translate words at scale but cannot determine what should be said, how value should be framed for a specific market, or when an idea requires complete rethinking. These decisions still necessitate human judgment.

To effectively design for multiple languages, businesses are advised to assume from the start that products and messaging will exist in various languages, building systems to reflect this reality. This approach encourages localizing the underlying idea, not just the words, allowing for adaptation when a concept does not resonate in another market. Additionally, integrating language considerations earlier into product and marketing workflows can reduce bottlenecks.

Explicitly defining the target customer is also critical. If the envisioned customer exists only within an English-speaking context, companies may be overlooking substantial growth opportunities. Successful global expansion involves understanding customers on their own terms, embedding language into the operational framework rather than treating it as an isolated function.

According to Fast Company, the assumption that English should come first, though often invisible, can be one of the most limiting defaults in a company's growth strategy.