In an increasingly globalized world, the importance of tailoring your marketing messages to local audiences has never been greater. This is not just about understanding cultural nuances or trends but delivering messages in the language your audience understands. The Common Sense Advisory’s landmark study, “Can’t Read, Won’t Buy,” is a compelling call-to-action for marketers: if your audience can’t engage with your message linguistically, they’re unlikely to buy into your product.

The study surveyed 8,709 consumers in 29 countries to gauge the impact of language on purchasing behavior. The results were striking:

• • 40% of respondents said they would not buy from a website in another language.
  • 65% prefer content in their native language, even if they are proficient in English or another global language.
  • For certain markets, like Japan and France, over 70% of consumers demand content in their native language before they consider making a purchase.

These statistics highlight a simple but crucial truth: English may be the global lingua franca, but consumer preferences often hinge on linguistic accessibility.

Localization is more than just translation. While translation ensures the words make sense, localization adapts the content to align with the cultural, social, and emotional context of the target audience. It reflects their idioms, preferences, and values.

For instance, Coca-Cola doesn’t just translate its marketing campaigns—it tailors them. In China, its “Share a Coke” campaign incorporated common Chinese names in Mandarin, building personal connections with consumers. The result? A sharp spike in sales and deeper emotional engagement.

The “Can’t Read, Won’t Buy” findings are echoed in other studies:

• • CSA Research (2021) found that 76% of consumers prefer buying products with information in their language, and 40% will never purchase in another language.
  • A Forrester Research report showed that localization boosts customer satisfaction and retention. Brands with localized customer experiences saw 1.5x higher engagement rates.
  • A survey by Nimdzi Insights demonstrated that companies investing in language services see ROI increases of up to 120%, as localized marketing increases trust and brand loyalty.

1. E-commerce: Amazon tailors its product descriptions, reviews, and search features to local languages and dialects, making global shopping feel personal and intuitive.

2. Travel and Hospitality: Airbnb localizes not only its website but also its onboarding process for hosts, ensuring both sides of its marketplace feel included.

3. Healthcare: Pharmaceutical companies invest heavily in localized packaging, instructions, and marketing to comply with regulations and meet patient needs.

1. Invest in Professional Translation Services: Machine translation has improved, but human translators understand cultural subtleties.

2. Adapt Visuals and Symbols: Colors, imagery, and symbols often carry different connotations across cultures.

3. Leverage Local Insights: Work with local teams or consultants who understand your target audience’s preferences and behaviors.

4. Test and Iterate: Use A/B testing to evaluate how localized messages perform compared to generic ones.

The decision to skip localization doesn’t just result in lost sales; it can damage your brand reputation. A global campaign that feels tone-deaf or inappropriate to local audiences can go viral for all the wrong reasons. Take Pepsi’s infamous slogan in China, which was mistranslated to “Pepsi brings your ancestors back from the grave”—a costly cultural misstep.

The “Can’t Read, Won’t Buy” study sends a clear message to global marketers: language is a gateway to trust, loyalty, and conversions. In an era where consumers have countless options, meeting them where they are—linguistically and culturally—can be the differentiator that sets your brand apart.

By localizing your marketing messages, you demonstrate respect for your audience’s identity and preferences. And in a connected world, that respect is what builds bridges and drives sales.