Month: February 2025

Introducing Ingemar, Head of Marketing at ResQ Club

At ResQ Club, our mission is simple: reduce surplus goods by connecting people with businesses through our mobile app. We started with food waste, but our platform now extends to flowers and other product categories like home and cosmetics. My role as Head of Marketing is to ensure our message resonates across multiple markets while maintaining brand consistency and cultural relevance.

Expanding into new regions presents both opportunities and challenges. Each market has unique perspectives on sustainability, consumer behavior, and engagement. Over time, we’ve refined our localization strategies to effectively communicate our message while staying true to our brand.

Tailoring Marketing to Each Market

ResQ Club operates in Finland, Sweden, Estonia, and Germany. Each country requires a different approach, both in language and messaging. We tackle this by ensuring we have native speakers in each market to handle communications. Having someone who understands the cultural nuances and local idioms makes a massive difference in engagement.

While we maintain a scalable marketing approach—ensuring that campaigns can be adapted across multiple regions—we also allow flexibility. For instance, while Finland and Sweden prioritize sustainability in their purchasing decisions, in Estonia and parts of Germany, the appeal of discounts and savings is often more effective. The core message remains the same, but how we frame it varies based on local preferences.

In Germany, we’ve also noticed stark differences between cities. Berlin, for example, is highly sustainability-driven, while southern regions might prioritize different factors. Understanding these micro-cultural shifts within a single country is key to successfully positioning our brand.

Maintaining Brand Consistency Across Languages

One of the biggest challenges in international marketing is ensuring brand consistency while allowing for local adaptation. We rely on a combination of tools and human expertise to achieve this balance.

For our messaging, we use platforms like Iterable for newsletters and app notifications, and Meta and Google Ads for advertising. Social media is crucial for engaging with our audience, and we maintain separate accounts for each market in the local language. While our team strives to keep a unified brand image, we also allow for cultural differences to shape our messaging.

For translations, we primarily rely on our in-house team of native speakers. However, we also use AI tools like DeepL and ChatGPT to assist with smaller tasks or when a team member is unavailable. That said, we recognize that AI-generated content can sometimes feel unnatural, so we ensure human oversight in all our translated materials.

Cultural Differences in Perceptions of Food Waste

Consumer attitudes toward sustainability differ significantly across markets. Finland and Sweden are among the most advanced in terms of environmental consciousness, making it easier to promote ResQ Club’s sustainability message. In Estonia and parts of Germany, sustainability is important, but price sensitivity often plays a larger role in consumer decision-making.

We’ve had to adjust our messaging accordingly. In Finland and Sweden, we highlight the environmental benefits of reducing food waste, whereas in Germany and Estonia, we emphasize a bit more on the financial savings of using our platform. However, sustainability remains a core part of our brand identity, even in markets where it’s not the primary selling point.

Navigating Localization Challenges

Localization goes beyond translation. It involves understanding how cultural, social, and even regional differences within a single country affect consumer behavior.

For example, when we entered Germany, we focused first on Berlin. However, Berlin’s consumer mindset is different from other German cities, meaning we had to tailor our initial campaigns specifically to Berliners. As we expanded further, we adjusted our messaging to better align with each region’s attitudes toward sustainability and food waste.

A key learning from our expansion efforts has been that localization isn’t just about adapting to a new market—it’s also about refining strategies in existing markets. Insights gained from newer regions have even influenced how we approach our home market in Finland, leading to refinements in our lifecycle messaging and customer communication.

Engaging International Audiences

While we focus on localizing content for each market, we also recognize the need to engage international audiences within those markets. Finland and Germany, in particular, have large expatriate populations. To accommodate them, we provide newsletters and app notifications in multiple languages. In Finland, for example, we communicate in Finnish, Swedish, and English. In Estonia, we use Estonian and English.

In Germany, we’ve primarily used German so far, but as we gain a stronger foothold, we are considering expanding English-language content. Our strategy has been to first establish credibility with native speakers before broadening our reach to international audiences.

The Role of AI in Scaling Customer Support

Customer support in multiple languages is another challenge. Instead of hiring native speakers for every market, we’re developing an AI-powered tool to help with translations and automate responses. Most customer inquiries follow predictable patterns, so AI can handle the bulk of requests while human support remains available for more complex issues.

Early testing of our AI-powered support system has been promising. While it still needs refinement, we see it as a scalable solution that will help us maintain high service levels as we grow.

Lessons from Expanding into New Markets

Every company looking to scale internationally faces tough decisions about where and how to expand. One of the biggest lessons we’ve learned is the importance of a phased approach. Instead of entering an entire country at once, we start with a specific city, establish a presence, and then expand.

Additionally, it’s crucial to measure success accurately. The decision to enter a market isn’t the hardest part—it’s determining what success looks like and how long we’re willing to invest before expecting a return. Entering a new market always requires significant investment, and companies must be prepared to “burn money” initially before seeing growth.

Advice for Companies Looking to Expand Internationally

For businesses, especially tech startups in the growth phase, my biggest piece of advice is to keep things simple and scalable. It’s easy to get lost in an overwhelming number of tools, systems, and strategies, but overcomplicating things often leads to inefficiency.

Before expanding, ask yourself:

• Does this strategy scale?
• Does this tool actually provide long-term value?
• Are we prioritizing localization correctly, or just translating words?

Start with short-term wins, learn from them, and build from there. Expanding too quickly without understanding the nuances of each market can lead to costly mistakes. Companies that scale in phases and continuously refine their approach will have a much higher chance of success.

At ResQ Club, we’re constantly evolving our localization strategies and adapting to new markets. While we can’t share specifics yet, expansion is on the horizon. Stay tuned!

WANT TO STAY AHEAD IN THE TRANSLATION INDUSTRY? READ THIS.

This week, we’re exploring the critical updates shaking up the industry—from Bible translation controversies to AI-powered 911 interpretation and game-changing multilingual healthcare solutions. 

BIBLE TRANSLATION ADJUSTMENTS: A CONTROVERSIAL SHIFT 

An update stirred the translation world to the ESV translation. In 2016, the translators claimed that their version would remain unchanged, yet last week, they announced revisions. This shift has sparked debates in the religious and translation communities regarding translations’ fidelity and evolution over time. The move highlights the balance between linguistic accuracy and cultural context in religious texts.

REVOLUTION HEALTHCARE WITH MULTILINGUAL COMMUNICATION 

OneMeta and LCP Transportation have partnered to improve multilingual communication in the healthcare industry. The collaboration promises to provide real-time translations for medical professionals and patients, breaking language barriers in critical care settings. This development could improve patient outcomes and streamline operations, especially in multilingual communities.

AI-POWERED TRANSLATION FOR 911 SERVICES

Intrado, a leading provider of emergency communications technology, revealed its plans to introduce AI-driven translation services for 911 operators. This innovation aims to provide faster and more accurate language support during emergency calls, significantly improving response times and the quality of assistance for non-English-speaking individuals during critical situations.

SMART GLASSES AND EARBUDS: THE NEXT FRONTIER IN REAL-TIME TRANSLATION 

The latest breakthrough in wearable technology comes from integrating real-time translation into smart glasses and earbuds. According to a recent Forbes report, this new app enables people who speak different languages to communicate smoothly, providing a significant leap forward in convenience and accessibility in multilingual environments. It could reshape personal and professional interactions across borders.

CHALLENGES IN SPEECH TRANSLATION AND SPEECH DIAZOTIZATION

A recent discussion on Microsoft’s platform highlighted the ongoing challenges in speech translation and dialectization. While progress has been made, issues like accuracy and the differentiation of dialects remain critical hurdles. These technological limitations impact industries relying on highly nuanced language interpretation, like healthcare and law enforcement, requiring continuous innovation to address regional and cultural variations.

GERIATRICS AND MULTILINGUAL SUPPORT IN HEALTHCARE 

In healthcare for older adults, a new study published by BMC Geriatrics explored the need for better multilingual support for aging populations. As healthcare systems become more diverse, the need for accessible translation services for elderly patients grows to help prevent language barriers from hindering proper care and treatment.

STAY AHEAD IN THE INDUSTRY

Whether AI innovations, policy changes, or new training programs, translation and interpretation are evolving FAST. Stay informed. Stay relevant.Follow us on LinkedIn for weekly industry insights: linkedin.com/company/the-language-doctors

TIRED OF FALLING BEHIND IN THE TRANSLATION INDUSTRY? READ THIS.

If you’re in the translation and interpretation space, you know how fast things change. One moment, you’re adjusting to AI tools, the next, hospitals are shifting interpretation policies, and tech giants are reshaping how we think about language solutions.

Ignoring these shifts? That’s not an option.

This week, we’re diving into the critical updates shaking up the industry—from political misinterpretations to the future of telehealth and why relying on untrained interpreters could be costing lives.

IS MISINTERPRETATION A THREAT TO GLOBAL COMMUNICATION?

Trump’s recent controversial quote from Napoleon ignited social media debates—but what really caught our attention? The importance of context in translation. The way historical statements are interpreted can reshape narratives, emphasizing why professional translators are vital for accuracy and preventing miscommunication.

TELEHEALTH AND LANGUAGE SERVICES: THE NEW NORM?

With flu cases skyrocketing, telehealth is booming—but what happens when patients don’t speak the language? More hospitals are realizing that language barriers hinder care. This signals a major growth opportunity for remote medical interpretation services. If telehealth is the future, multilingual accessibility must be a priority.

WHY FAMILY MEMBERS SHOULD NOT BE MEDICAL INTERPRETERS

Did you know that 40% of healthcare providers rely on patients’ family members for translation? This dangerous practice leads to misdiagnoses, misunderstandings, and even life-threatening errors.

Imagine a child explaining a complex medical condition to their parents in another language—no medical training, no terminology knowledge, just pressure. This isn’t just unfair—it’s unsafe.

The answer? Professional medical interpreters. More hospitals must implement on-demand interpretation services to ensure patient safety.

DEDICATED TRANSLATION EARBUDS ARE DEAD—HERE’S WHY

Tech lovers, brace yourselves: translation earbuds are becoming obsolete. Why? Because big brands like Apple, Samsung, and Google are integrating real-time AI translation into premium wireless earbuds.

Why buy a translation-only device when you can get high-quality sound, noise cancellation, and AI translation in one? This shift highlights a growing trend—AI translation is advancing, but human expertise remains crucial.

TRAINING THE NEXT GENERATION OF MEDICAL INTERPRETERS

Tarleton State University & Cook Children’s Health Care System launched a groundbreaking internship program for medical interpretation. The goal? Transforming bilingual speakers into trained professionals.

Being bilingual ≠ being a translator! This program ensures that students master medical terminology, ethics, and real-time interpretation skills.

The future of medical translation is booming, and this initiative is setting the standard for trained interpreters in healthcare.

STAY AHEAD IN THE INDUSTRY

Whether it’s AI innovations, policy changes, or new training programs—translation & interpretation are evolving FAST. Stay informed. Stay relevant.

Follow us on LinkedIn for weekly industry insights: linkedin.com/company/the-language-doctors

By Aistė Maldaikienė, Head of Marketing and Communication at Workland Group

In this week’s edition of Cross-Cultural Communication we Meet Aistė Maldaikienė, Head of Marketing and Communication at Workland Group. Workland operates a network of fully serviced offices and co-working centers with 17 locations across Lithuania, Latvia, Estonia, and Finland. As a company that serves a diverse clientele in multiple countries, cross-cultural communication and effective localization are at the heart of the company’s operations — one of the key drivers of Workland’s success.

And with that introduction, we hand over to Aistė to tell how Workland approaches translation, localization, and cross-cultural communication to ensure consistency, cultural relevance, and effective community building.

Communicating Across Five Languages

Workland communicates in Lithuanian, Latvian, Estonian, Finnish, and English to serve both local and international audiences. From our experience, communicating in a native language is non-negotiable. While English serves as a universal medium, it is critical for us to connect with local communities in their preferred language. This commitment to multilingual communication demonstrates respect for local culture and fosters stronger connections with our clients.

Balancing Translation and Cultural Relevance

Translation plays a pivotal role in our marketing strategy, but we know it’s not enough to rely on automated tools. Tools like ChatGPT and Google Translate can help with initial drafts, but we ensure every piece of content is reviewed by local teams. This human touch guarantees not only linguistic accuracy but also cultural relevance.

When entering new markets, we work closely with local teams or partners who understand cultural nuances. They guide us in adapting our marketing materials, from visuals to phrasing, to ensure they resonate with the local audience. For instance, when we expanded to Finland, we worked and are still working closely with our new local team to navigate the market.

Maintaining Brand Consistency Across Borders

Consistency is essential when managing a brand across multiple languages and markets. To achieve this, we have a detailed brand book that outlines our guidelines and values. We regularly hold kickoff and catch-up meetings with our teams to ensure everyone stays aligned.

However, we also give our teams the flexibility to adapt campaigns to their local markets. Each market has unique preferences, so while the overarching framework remains consistent, local teams have the freedom to modify campaigns to better fit their audience. For example, while most events in Lithuania are held in Lithuanian, our Estonian locations often opt for English to accommodate their more diverse community.

Adapting to Cultural Differences

Cultural differences can be subtle but impactful. Something that works in one market might not translate effectively—or could even offend—in another. That’s why we prioritize communication with local teams. If they flag an issue or suggest changes, we are quick to adapt. Flexibility and openness are essential in navigating these differences.

One key lesson we’ve learned is the importance of maintaining a neutral and objective mindset. Misunderstandings can happen, but we approach them with patience and a willingness to listen.

Planning for Localization Success

Planning and prioritizing are key to an effective localization strategy. With limited time and resources, we focus on what matters most. This often means translating the most critical materials first, such as website content or legal documents, while other materials can wait.

For us, planning ahead is key. We assign dedicated team members to manage localization efforts, ensuring that translations are accurate, timely, and aligned with our brand.

Creating a Welcoming Environment for All

Workland is more than just a co-working space; it’s a community. Our events are tailored to the needs of each location. In Lithuania, where the majority of our members are locals, events are primarily held in Lithuanian. Conversely, in Estonia, where the community is more international, English is often the default language.

To ensure inclusivity, our signage and critical information are typically in English, sometimes adding local language too. This way, all members—whether they are locals or foreigners—feel informed and included.

Advice for Businesses Looking to Localize

For businesses aiming to improve their translation and localization efforts, I would recommend the following:

1. Plan and Prioritize: Identify what needs to be translated and allocate resources accordingly.
2. Trust Local Experts: If you have local teams, work with them or agencies that understand the cultural context.
3. Stay Open-Minded: Be flexible and ready to adapt your strategies to fit local needs.
4. Test and Learn: What works in one market might not work in another. Experimentation is key to finding the right approach.

At Workland, we’ve learned that cross-cultural communication is a continuous process of learning, adapting, and collaborating. By respecting cultural differences and investing in effective localization, we not only expand our reach but also build stronger connections with our communities.

As we look to the future, these principles will remain central to our strategy, helping us grow and thrive in an increasingly interconnected world.

In the wake of the devastating Los Angeles wildfires in early 2025, criticism of an ASL interpreter at a public press conference sparked outrage.

This event highlighted a critical issue: the often-overlooked importance of ASL interpreters during times of crisis, especially for the Deaf community, who are disproportionately vulnerable during emergencies.

The LA wildfires offer a compelling case study for the vital role ASL interpreters play in ensuring equitable access to critical information during crises. This problem is part of a broader pattern observed in other disasters, such as the COVID-19 pandemic, where communication barriers put the Deaf community at heightened risk.

The Vital Role of ASL Interpreters in Emergency Situations

Effective communication is critical in any successful crisis response. As we have learned from the COVID-19 pandemic, how communities prepare, respond, and recover from crises depends heavily on the accessibility and clarity of the information they receive. For the Deaf community, access to this information relies on the availability of sign-language interpreters.

ASL is the primary language for many Deaf individuals, making interpreters necessary for equitable communication. While written information and closed captions may seem like universally accessible alternatives, they fall short of meeting the needs of the Deaf community. As highlighted in a 2021 Italian study on COVID-19, many Deaf and hard-of-hearing individuals have documented barriers to reading proficiency.

Additionally, ASL captures nuance and context that captions often miss, as described in a 2025 study from the International Journal of Information Management. Closed captioning is also not always universally available or practical, particularly during live broadcasts, where delays and errors occur, or officials share information via other means than the television.

It is essential to recognize that sign language interpreting, especially at televised press conferences, can reveal tensions about language rights, access, and social inequalities.

These challenges highlight the importance of qualified interpreters and the unique pressures they face in delivering critical information under intense circumstances.

Challenges Faced by ASL Interpreters During Emergency Response

ASL interpreters face unique pressures during emergencies, where live press conferences demand accuracy while processing complex, fast-changing information. A lack of consistent vocabulary for emerging terms forces interpreters to adapt and convey unfamiliar concepts quickly. They also need subject matter expertise to ensure clarity in crises.

 

Beyond language demands, interpreters face socio-political and emotional pressures. Appearing on live TV adds stress, as does the responsibility of ensuring access for Deaf audiences. Misunderstandings about their role and the intense nature of the content can take a toll, both mentally and emotionally.

Overcoming Barriers with ASL Interpreters in Disasters

A 2022 study from the Studies in Translation Theory and Practice shows how ASL interpreters use creative strategies to ensure effective communication during crises. They address gaps in terminology with techniques like fingerspelling, borrowing, and collaboration to clarify new concepts. While interpreters don’t invent signs, they work with teams and the Deaf community to create and adopt solutions that ensure accuracy and acceptance.

Close collaboration within interpreting teams and with the Deaf community is essential. Interpreters often engage beyond live briefings, sharing specialized vocabulary and monitoring its use. Teamwork also helps distribute the cognitive and emotional demands, ensuring interpreters can provide clear, consistent messaging under pressure.

Why Were Some People Angry at ASL During the LA Fires?

Criticism of ASL interpreters during the LA wildfires exposed misunderstandings about the Deaf community’s needs. Some claimed closed captioning was enough, ignoring its documented limitations. Others dismissed ASL as unnecessary or even a “farce,” failing to recognize it as a legitimate and vital language for Deaf individuals.

A few critics went further, blaming a so-called “disability lobby” for forcing ASL onto the public. These views reflect a lack of awareness about the heightened vulnerability of people with disabilities during emergencies. ASL isn’t “wild gesticulating”—it’s an essential communication tool, as valuable as any spoken language.

The LA Fires: A Case Study of ASL Interpretation in Action

The Los Angeles wildfires of January 2025 highlighted the vital role of ASL interpreters in crisis communication. Interpreters ensured the Deaf community received critical updates during press conferences and emergency briefings. Advocacy from the Deaf community, alongside organizations like the Greater Los Angeles Agency on Deafness (GLAD), played a key role in securing these services.

GLAD provided disaster relief helplines, financial assistance, and help navigating FEMA processes. Video Relay Interpreting (VRI) services supported shelter communication and paperwork. Interpreters shared crucial information on wildfire updates, shelter locations, medical resources, and emotional support. While resources were often available in English and Spanish, lacking ASL-specific materials underscored the need for greater inclusivity.

Lessons from the LA Wildfires: The Necessity of ASL Interpreters

The LA wildfires showcased the importance of ASL interpreters in crisis communication and highlighted areas for improvement. By examining these lessons, we can strengthen future emergency response strategies and advocate for greater inclusivity in disaster preparedness.

Including interpreters in disaster response plans and live broadcasts ensures equal access to vital information. Greater awareness, training, and accessibility are needed, along with specialist crisis interpreters and Deaf community involvement in developing vocabularies and best practices.

We must acknowledge the emotional toll on interpreters and the Deaf community. Their resilience and resourcefulness remain evident, as seen during the COVID-19 pandemic in Italy.

GLAD CEO Dr. Patricia Hughes says technology like Video Relay Interpreting (VRI) can improve access but is no substitute for comprehensive planning. The LA wildfires highlight the urgency of embedding ASL interpretation in all future emergency strategies.

We believe every voice matters in a crisis. Connect with remote interpreters 24/7 or get an ASL interpreter on-site anywhere in The United States within 24 hours. Contact The Language Doctors to support your ASL and interpreting needs.