Bilingual and bicultural content is not a nice-to-have, it's a must for global brands

For far too long, many brands have treated bilingual content as an optional extra - a "nice-to-have" rather than a priority.

But the recent Bad Bunny Time Magazine cover marks a pivotal moment, proving once and for all that multilingual marketing is absolutely crucial for any brand with global ambitions.

The time has come to flip the script on bilingual and bicultural branding. This is not just about showing customers you "value" their culture. It's about understanding that without locally targeted multilingual content, you are essentially invisible to much of the global marketplace.

Brands cannot afford to leave money on the table by only catering to English speakers. Hispanics already wield over $1.7 trillion in economic power in the US alone. The global middle class is projected to almost double by 2030, with the Asia Pacific region leading growth.

To capitalize on emerging markets, bridging language and cultural barriers through bilingual content must become central to every global marketing strategy. No exceptions.

Gone are the days of simply translating English materials as an afterthought. Bilingual content requires meticulous localization and cultural customization.

​Is this difficult? Absolutely. But brands choosing the easy way out will sorely lose out.

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