Localization: a valuable ally in corporate DEI strategies
Without a doubt, by far, but super by far, the question I have been asked the most during my career has been related to either asking about the value of localization or directly questioning whether localizing a product is really worth it. The reasons why these questions arise vary greatly from one company to another, but I believe we can define them in three main areas:
Assumption of Global English Homogeneity: Some people might think that everyone speaks English, so why complicate things?
Cost Concerns: Localization can be seen as an additional cost, and some might question whether the investment is worth it, especially if they believe everyone speaks English. The widespread use of English might lead to the belief that it's sufficient for global communication.
Time Constraints: In today's SUPER fast world, everything, including us, is moving very quickly. In environments where speed is crucial, some might question whether the time spent on localization is justified.
However, there's a reason that I started observing last year and have consolidated this year as another reason for questioning the impact of localization, and that aspect is:
4.- Unfamiliarity with how Localization supports DEI (Diversity, Equity, and Inclusion): This is the fourth reason, from my perspective, that has joined the triad of reasons I've heard throughout my career when questioning the value of localization.
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In the next paragraphs, I want to go deeper into this fourth reason, the unfamiliarity with how Localization supports DEI. Some may not fully appreciate the importance that localization plays in aspects related to diversity, equity, and inclusion, and the truth is that it plays a significant role. There are at least 5 reasons that make localization an ally of DEI initiatives.
Making non-English users feel seen: Localization breaks down language barriers for individuals who may not be proficient in English. Accessible content in one's native language makes information more readily available, promoting inclusivity and providing equal access to resources and opportunities.
Diversity and inclusion lead to a sense of belonging: Embracing localization means embracing diversity, recognizing and celebrating the wide variety of languages and cultures that comprise a global audience.
Cultural sensitivity is vital for a customer-centric experience: How many times have I heard company executives explain that their company is "obsessed with providing a spectacular global user experience" and then put obstacles when funding a Localization program!! Cultural sensitivity involves an awareness and understanding of the differences that exist among various cultures. Localization recognizes these variations, which are fundamental for providing a customer-centric experience.
DEI and inclusive language matter for resonating with diverse audiences: Inclusive language practices are crucial for connecting with diverse audiences and creating content that respects and reflects the diversity of the audience.
Unlocking accessibility: Localization makes digital content more accessible in practical ways; for example, it adjusts interfaces for people with different needs, like changing text sizes for those with visual difficulties. It also ensures that audio and visual content, like videos, have features like subtitles or audio descriptions for people with hearing or visual impairments. It can also support from a readability perspective, which is an interesting variable when embracing accessible practices through localization since it tailors content to different reading levels, making information easy to understand for everyone, including those with reading difficulties.
Conclusion
Localization emerges as a powerful ally for Diversity, Equity, and Inclusion (DEI) by principles that reflect the world's linguistic and cultural diversity. By prioritizing cultural sensitivity and embracing the unique expectations of diverse audiences, localization ensures that individuals from various backgrounds feel seen, heard, and valued. Through the lens of localization, we overcome language barriers, celebrate differences, and create a user-centric experience that actively contributes to a sense of belonging for all.
So, the next time you hear that localization is not worth it because everyone speaks English, or it's expensive or slow, try explaining how, through localization tasks, we help companies create "software for everyone," something that is undoubtedly related to the DE&I efforts that many companies are fortunately prioritizing lately.
Localization is all about adapting content from one culture to another, from one market to the next. The tricky part is the thin line separating appropriation and appreciation. The challenge is to adapt content respectfully and give proper credit. It's easy to blur the line between appreciation and appropriation. My post this week reflects on that.