Since beginning work in Europe, I have attended a number of
events designed to inform European companies interested in expanding their
operations into the United States and Canada.
I find these events fascinating.
First, they are fascinating because they are offered by Europeans who
are speaking to other Europeans about Americans. I am very interested to see my own native
culture as it is viewed from the outside.
Second, I find these events fascinating because, while they accurately
point out many interesting facets of conducting business in North America, they
tend to overlook other facets that are as important or more important, but that
are perhaps more subtle or nuanced.
Over the next several weeks, I will post some of my own
observations about doing business in North America, based on the comments that
I hear from European business leaders. I
will comment on what I believe they get correct, but I will also add context or
depth that I think is lacking from their “outsider” perspective.
Language
The first thing that people will mention when they talk
about conducting business in North America is that the entire continent is
linguistically homogenous. In other
words, no matter where you go in the United States or Canada, you will be able
to communicate with people in English. Certainly,
if we compare North America with Europe, North America is relatively linguistically homogenous. In Europe’s approximately 10.2 million sq.
km. there are around 230 spoken languages, while in North America’s
approximately 19.8 million sq. km. there are essentially three major language
groups. About 77% of the residents of
the United States and Canada speak English as their native language, about 12%
speak Spanish, and about 3% speak French.
- Linguistic Makeup of The United States[1]
-
However, these numbers do not give a truly comprehensive picture of
the North American linguistic landscape.
While Spanish speakers are only a little more than one-tenth of the
total population of the United States and Canada, they still represent almost
39 million potential customers or employees, and represent a substantial (and
growing) proportion of the total population of the southern and southwestern
United States. Similarly, while French
speakers represent only 3% of the total population of North America, they represent almost 24%
of the population of Canada, and also form large pockets in the southern and
north-eastern United States. While
English is the dominant language overall, when you add up the non-English speaking
populations of the United States and Canada, you have over 75 million potential
customers or employees – over 18.5% more than the total population of France.
For businesses that market niche ethnically or
linguistically-based products, the United States and Canada provide uniquely
fertile soil for growth. In addition to
the 39 million Spanish speakers and almost 10 million French speakers, the
United States and Canada also provide 5.7 million Chinese speakers, 2.8 million
Slavic language speakers, 2.2 million German speakers, and more than 2
million Tagalog speakers.
Even among North Americans who speak English – despite
generations of universally available public education and popular culture –
significant differences in regionally specific usage, accent, and dialect persist. My favorite illustration of these regional
differences comes when describing food and beverages. A carbonated soft drink (for example a
Coca-Cola or Pepsi product) will be called a “soda” in the northeastern and
southwestern United States, a “pop” in the midwestern United States with “soda
pop” making an appearance in some locations, a “Coke” in the southeastern
United States (yes, you will hear this conversation in the south-east: Person
1: “Would you like a Coke?” Person 2: “Yes please.” Person
1: “What kind?” Person 2: “A Pepsi.”), and even a “tonic” in small pockets in New
England. The same can be said about meat
and cheese sandwiches, which are known as a sub/submarine, a grinder, a hoagie,
a hero, a po’/poor boy, a zep/zeppelin, or many others depending on which
specific region, or even city or neighborhood, you are in.
- Linguistic Makeup of Canada[2]
-
This is not to say that English-speakers from one region of
the United States or Canada cannot be understood by others from another
region. However, particularly when
trying to advertise a product, or to communicate with your partners about the benefits
of your product, it is important to remember that even excellent schoolbook
English might not be enough to communicate as effectively as necessary.
For more information on how Geyer Global Partners can help your business to "Go Global," visit our website at www.geyerglobal.de.
For more information on how Geyer Global Partners can help your business to "Go Global," visit our website at www.geyerglobal.de.
