It makes more sense!

Introduction: World Mother Tongue Day, observed on 21 February, serves as a reminder of the importance of preserving and promoting linguistic diversity. In business, using appropriate language, mainly mother tongues, is paramount when engaging with stakeholders. This article explores the advantages and disadvantages of using mother tongues in communication with stakeholders, citing real-life examples of corporations that have excelled or faced challenges.

Advantages of Communicating in Mother Tongues:

1. Cultural Connection: Communicating in one’s mother tongue fosters a more profound cultural connection between businesses and stakeholders. It demonstrates respect for diverse backgrounds and establishes a sense of belonging, building stronger relationships.

Example: Unilever’s success in India can be attributed to its effective use of Hindi and other local languages in marketing and communication. This approach helped the company connect personally with consumers, increasing brand loyalty.

1. Enhanced Understanding: Using mother tongues ensures clear and effective communication, reducing the risk of misunderstandings. Stakeholders are more likely to comprehend complex information, leading to better decision-making and collaboration.

Example: Japanese automaker Toyota’s commitment to using Japanese in internal communications contributes to a more efficient and streamlined workflow. This linguistic alignment has played a role in Toyota’s success in maintaining quality standards and innovation.

1. Marketing Effectiveness: Tailoring marketing messages to local languages increases the effectiveness of promotional campaigns. It allows companies to resonate with target audiences more emotionally, leading to higher engagement and sales.

For example, Coca-Cola’s “Share a Coke” campaign printed popular bottle names in different languages. This personalised touch in multiple mother tongues significantly contributed to the campaign’s success across diverse markets.

Disadvantages of Neglecting Mother Tongue Communication:

1. Miscommunication: Failure to communicate in mother tongues may lead to misinterpretation of information, causing confusion and potential harm to business relationships. Miscommunication can result in errors, delays, and even financial losses.

Example: In 2009, HSBC faced backlash for using only English in its Hong Kong ATMs. This move was criticised for overlooking the local culture, leading to a public relations crisis and a loss of customers.

1. Alienation of Stakeholders: Neglecting mother tongues can alienate stakeholders, making them feel excluded or undervalued. This alienation can damage a company’s reputation and hinder its ability to expand or maintain a positive public image.

Example: Nokia faced challenges in China when it failed to adapt its marketing strategies to local languages and cultural nuances. The company struggled to connect with Chinese consumers, resulting in a decline in market share.

Conclusion: Businesses must reflect on the significance of using appropriate language, especially mother tongues when communicating with stakeholders. The advantages of fostering cultural connections, enhancing understanding, and improving marketing effectiveness outweigh the disadvantages of miscommunication and alienation. In this aspect, real-life examples of corporations succeeding or facing challenges emphasise language’s impact on business growth.

For further insights and advice on effective mother tongue communication, stakeholders can consult with experts like Thabang Chiloane, who specialises in promoting linguistic diversity and cultural awareness in the corporate world.