Our increasingly interconnected world demands effective communication. From trade and commerce to travel and conflict resolution, we must all find ways to bridge language barriers to solve problems and create opportunities.
Recent research highlights the importance of effective translation when it comes to getting your message across:
- Only 26% of internet users are English speakers, limiting your potential audience if you rely solely on English
- 65% of internet users prefer digital content in their own language
- 40% of consumers won't buy from sellers who don't speak their language
These statistics paint a clear picture for membership organisations: engaging international audiences in their native tongues can unlock substantial growth potential.
In today’s fast-paced digital landscape, the allure of instant machine translations or AI tools for cross-language communication is strong. Certainly, AI, translation apps, and other digital tools shine when we need quick translations for restaurant menus or casual emails. However, relying solely on machine translation can be a major risk for professional membership bodies and their members if they are aiming to expand globally. No-one wants to be the subject of the latest entertaining but reputationally damaging lost-in-translation story on LinkedIn! Partnering with a professional translator can significantly boost your brand perception, member engagement, and international growth, while mitigating risks arising from miscommunication.
Introducing ‘slow translation’
The surging demand for multilingual content has triggered a rush toward automated translation using AI and machine translation software. While these technologies serve a purpose, overreliance on them often sacrifices nuance, cultural context, and linguistic richness. So, drawing inspiration from the slow food and slow tourism movements, I would like to propose an alternative: ‘slow translation.’
‘Slow translation’ advocates a human-centred approach where professionals who care about words and meaning, and who value the time needed to research and embrace the intricacies of the source text before translating it into the target language with precision, skill and artistry. Slow translation is also about championing high standards of cross-cultural communication and understanding, and fostering respect for our global colleagues.
Benefits for membership bodies and their members
For professional membership organisations, adopting a ‘slow translation’ approach can:
- Enhance member experience: Providing accurately translated content shows respect for your international members and improves member engagement.
- Build trust: Culturally appropriate communications demonstrate your organisation's global awareness and professionalism.
- Avoid costly mistakes: Poorly translated materials can damage your reputation and potentially lead to misunderstandings or compliance issues.
- Expand your reach: High-quality translations open doors to new audiences and new potential members.
While professional translation may require more time and resources upfront, the long-term benefits for your organisation’s global growth and reputation are clear.
You can find a professional translator through the ITI Directory.
The slow translation approach is built on the following core principles:
- Celebrating linguistic diversity: Languages are not just codes to be deciphered – they embody the rich histories, values, and ways of thinking of their cultures. The diversity of human language should be celebrated and preserved from the dulling effect of overly literal translation.
- Prioritising artistry over automation: While machine translation democratises access to translation for everyone, skilled human translators remain irreplaceable. They bring nuanced understanding, creative flair and an innate feel for their working languages, honed through years of experience and specialisation.
- Advocating for quality: Rushed translation can lead to errors (which can be costly), unnatural language and the loss of crucial subtext. Slow translation emphasises the value of taking the time to carry out appropriate research and consulting with the client and subject experts. It recognises the need for careful polishing and checking, as well as rigorous quality assurance.
- Upholding high ethical standards: Translators do not just replace the words of one language with those of another. They are responsible for accurately conveying the message, capturing the original tone of voice in their translated text, and respecting cultural sensibilities and client confidentiality. Professionalism and professional ethics must always be prioritised above shortcuts.
- Demonstrating cross-cultural competence: Skilled translators have an in-depth knowledge of their working languages and cultures and respect the contexts of both source and target languages and cultures. This level of competence deserves to be valued and appropriately remunerated.
Although generative AI makes it possible to communicate quickly with colleagues and members across the globe, when your message really matters consider embracing the ‘slow translation’ approach. By utilising the skills and experience of professional translators, you’re doing more than just communicating; you’re building bridges, fostering trust, and opening doors to new opportunities. In a world where every word counts, taking the time to get your message right isn’t just smart – it’s essential.
Further information: Reasons to choose a professional translator (iti.org.uk)
