Blogs for Culture Vultures

Understanding the transcultural consumer

Press Release, San Francisco, CA, January 06, 2008 :

“The more than 100 million multicultural consumers in the US, are not just multi-colored or multi-lingual but cross-cultural and transcultural as well. They are rapidly evolving and challenging the definition of “ethnic” or “multicultural” marketing,” says Valerie Romley, Chief Research Officer and author of "Beyond Translation; The Marketer's Field Guide to Understanding Today's Transcultural Consumer".

“What was effective yesterday is no longer relevant and what is effective today may not resonate with tomorrow’s moving targets. It’s time for marketers to go beyond relying on translation and color and language based segmentation and understand the roles that culture and context have in influencing beliefs and attitudes and driving consumer behavior.”

Read more> Beyond Translation 
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Enjoy Christmas say UK's religious leaders

Enjoy Christmas say UK's religious leaders
Hindus, Sikhs and Muslims joined Britain's equality watchdog Monday in urging Britons to enjoy Christmas without worrying about offending non-Christians.


"It's time to stop being daft about Christmas. It's fine to celebrate and it's fine for Christ to be star of the show," said Trevor Phillips, chairman of the Equality and Human Rights Commission.

"Let's stop being silly about a Christian Christmas," he said, referring to a tendency to play down the traditional celebrations of the birth of Christ for fear of offending minorities in multicultural Britain.

Suicide bombings by British Islamists in July 2005 which killed 52 people in London have prompted much soul-searching about religion and integration in Britain, a debate that has been echoed across Europe.

Read more> Christmas
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"Cultural pinpointing" and the multicultural consumer

The power of ethnic audiences is apparent in everyday life. But inherent risks exist when messaging previously meant for a minority group becomes part of the mainstream.

In its fourth year, the just-released Yankelovich Monitor Multicultural Marketing Study points to the impact of the "commercialization of culture," or repeated use of certain cultural elements to reach broader audiences. In 2004, 37 percent of non-Hispanic whites thought Hispanics were influencing everyone's lifestyle; today, it's 44 percent.

The result may mean less authentic messaging for Hispanics and African Americans, the study reports, if the same marketing strategies are used to reach ethnic consumers. "We're calling it cultural pinpointing. It's about understanding that today there's a lot of borrowing going on from the ethnic marketplace," said Sonya Suarez-Hammond, vice president of multicultural insights for Yankelovich in Chapel Hill, N.C.

Read more: Cultural pinpointing 
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An expat's view on intercultural communication

Portuguese expat Elizabet Fernandes enjoys the international atmosphere in her multilingual EU company, but finds that people get 'lost in translation’ and inherit one another's linguistic mistakes.

Lost in translation

English is the current working language but too often people ‘get lost in translation’ because the level and the knowledge of language amongst us varies from person to person. We also inherit each other’s linguistic mistakes and end up speaking a kind of ‘Euro-English’. I like to speak as many languages as possible so I prefer to speak Spanish, French or Italian depending on the nationality of my colleagues. Besides, with this job I can also use and develop my skills as a translator and that’s perfect.

Unfortunately it’s too hard to use Dutch on a daily basis as the Dutch immediately respond in English to foreigners even to Flemish people!

Culture games

Although Eurojust is a very multicultural environment it is still not very intercultural. My colleagues often don’t understand each other or tend to ‘over-react’. I have been fighting for intercultural training because it helps you to realise that different people (from different cultures) may react differently in similar situations and to respect that. I followed this training myself in Portugal so I know the impact and the benefits.

Read more: Holland 
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Australia puts migrants to culture test

Migrants hoping to become Australian citizens will soon have to take a test examining their knowledge of the country's history and institutions, and endorse national values including "mateship".

While Australia prides itself on its multicultural heritage, the government wants newcomers to "integrate" more fully. From later this year, prospective citizens will have to demonstrate an understanding of the English language. They will also be obliged to answer 20 questions, from a potential bank of 200. Anyone who gives fewer than 12 correct responses will not receive a passport.

Read more: Australia 
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Global Diversity Career Expos for 2007 & 2008

The upcoming Global Diversiy Career Expos for 2007 & 2008 have been announced. "In today's borderless workplaces and marketplaces and at the peak of the “global war for talent”, these exceptional global diversity career expos and multilingual job fairs take diversity recruiting beyond race, gender and all other aspects commonly mistaken for it [diversity], thus helping employers achieve optimal global capability and true inclusion through strategically acquired multilingual and multicultural workforce, whether operating locally or internationally" said Mohamed Ly, MultiLingualPros.com Executive Director. "These events respond to an increasingly vital need for organizations of all sizes to effectively combine global capabilities with strategically developed local resources in order to succeed in an era of borderless marketplaces".

These events also offer seminar/conference components with focus on career development:

- affording powerful effective employer branding opportunities to diversity-committed and global organizations thru corporate presentations by company officials

- and lining up top diversity experts and employment/career coaches to share a wealth of information (strategic job search and career tips) for multilingual, multicultural and international candidates to become more competitive while fully leveraging their potentials to maximize their success in the workplace and contribution to society.

Read more: Conference 
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High Translation costs for Multicultural N. Ireland

The impact of foreign immigrants on the translation costs for Northern Ireland's courts has been revealed today. The Court Service had to fork out almost £200,000 to hire 946 language interpreters during 2006, according to figures released by the Government.

The figures give one indication of the dramatic changes happening in the increasingly multi-cultural Northern Ireland as workers flood in from far and wide, boosting what is a thriving economy. They reveal 936 translators were engaged to work in criminal court cases during 2006. The most often featured languages were:

1. Lithuanian 344.

2. Polish 209.

3. Russian 90.

4. Portuguese 63.

5. Mandarin 43.

Read more: Ulster Courts 

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