For a long time, things stayed dark in the world. Slavery existed and women couldn’t vote or get an inheritance. The oppressed groups had to struggle for decades to get their rights. Although everything hasn’t gotten better, we are on our way. Things are changing, hateful views are not tolerated anymore. Every day we see a person or brand getting called out on the internet for being insensitive or hateful towards a particular group of people or a nation. Ignorance is not accepted anymore. It is 2019, you can’t pretend that you didn’t know any better. All of us have phones with an internet connection that can be used to learn about things.
A small mistake can cause a lot to a brand if they are not careful enough which is why companies take all the necessary steps to ensure they are not hurting the emotions of any group or person. But when people or companies cross borders and enter the foreign territory, they face new rules and a different language and culture. In situations like these, you can unintentionally disrespect the local culture when you don’t know anything about it. There are, however, a few things that can help people get over these barriers and connect with people of different cultures. One of these things is translation and localization which helps companies advertise their products or services in the native tongue of their target audience. When businesses choose localization, they don’t only get translations of their advertising content but change it according to the culture of their target market.