In a growing global marketplace that boasts extreme diversity and includes hundreds of ethnicities, adapting to the needs of the people is no longer an option, rather, a necessity for any business looking to communicate with its audience.
Organizations must adapt to the cultural needs and preferences of their audience to best communicate on a personal level. Cultural adaptation is the process in which any company that markets their services to more than one language or culture group must be fluent to obtain success considering the state of the global economy.
The consumer base can’t identify with the company’s message or services if the communication is disconnected.
On its face, CQ fluency is a translation service provider. But it serves more than the purposes of mediator; it provides the foundation for an intimate relationship between a business and its market. It strives to bring understanding between people who don’t speak the same language, and to blend both meaning and feeling to create effective communications.
The company was founded on the principles of cultural adaptation when current CEO Elisabete Miranda emigrated from Brazil to the U.S. in 1994. For her, it wasn’t as much the language barrier as it was the cultural obstacles that kept her feeling separated from her new country.
Cultural adaptation, just like the diverse ethnic groups who experience it, is complex and requires a deeper understanding. For more information on the process of cultural adaptation, complete with practical examples and case studies, check out our CQ fluency eBook.