Language Access Opens a World of New Opportunities
Increasing language access for clients and staff can expand your customer base and build trust with a diverse workforce
BY William Glasser
SHUTTERSTOCK ILLUSTRATION
A lot of us remember that locally famous Time magazine article from 2002 that named Sacramento as the most diverse city in the U . S . Taking advantage of this rich linguistic and cultural diversity should be a key element of any local business ’ s overall strategy to leverage new sales and provide follow-up support to those sales . Understanding and leveraging this diversity also plays a key role in employee recruiting and retention . According to the 2020 U . S . Census Bureau , almost 33 percent of Sacramento County households speak a language other than English at home . Of the individuals in those households , 13 percent do not speak English very well . Looking more broadly to statewide demographics , nearly 8 million Californians ( 19 percent ) report speaking English “ less than very well .”
Overlooked opportunities The vast number of people with limited English proficiency living here represent an excellent opportunity to open your products and services to a new group of consumers you may have overlooked due to language barriers . Emails , websites , printed materials , social media and videos can all be translated and localized to resonate with the culture , history , taste and customs of potential consumers who are ready to buy and prefer receiving information in their own language .
Showing respect , building trust Many businesses are struggling to find qualified employees and retain the high-value personnel they already have . Employees with limited English profi-
26 comstocksmag . com | June 2022