Multicultural Marketing Isn’t About Translation. It’s About Connection

Marketing today isn’t limited by geography—but it still needs to be rooted in cultural understanding. But while the internet has erased many borders, culture still shapes how people see, feel, and act. As someone who’s lived in the UAE, New Zealand, and now Canada, I’ve seen firsthand how important it is to speak to people not just in their language, but in their worldview.

This is especially true when you're working with global audiences, or even within a country as diverse as Canada. One message doesn’t fit all—and assuming it does is one of the fastest ways to lose trust, attention, and market share.

Here are a few lessons I’ve picked up along the way, from early career experiences to building campaigns with international clients at Third Wunder.

1. Culture Is More Than a Demographic

Early in my career, I worked at a Montreal-based telephony and VOIP company. We had built a global app and needed to market it in different countries. While the team was sharp and marketing-savvy, I was the only one who had actually been to many of those regions. I understood not just the language, but the why behind the app’s popularity in certain cultures.

This meant knowing when a colloquial phrase would land—and when it would miss. It meant avoiding political missteps and recognizing how something like humour or urgency translates differently in different regions. That cultural fluency helped us connect messaging to each regional audience and grow adoption organically.

2. "Translate" the Meaning, Not Just the Words

At a previous agency, we often translated English campaigns into Quebec French to serve the broader Canadian market. But direct translations rarely worked. Expressions that were clever in English fell flat—or worse, were offensive—when translated too literally.

Quebec has a unique cultural and historical relationship with English-speaking Canada, and not being sensitive to that can derail an entire campaign. I learned that sometimes, it’s not about translating a line—it’s about rewriting it for that audience from the ground up.

3. Even Shared Languages Can Be Worlds Apart

I haven’t worked professionally in the Middle East, but as someone raised in the UAE, I’ve seen how messy things get when marketers assume all Arabic is the same. It’s not. Dialects vary widely, and words can carry completely different meanings depending on the region.

Add layers of nationalism, religion, and generational shifts—and suddenly your message has to walk a very fine line. One wrong word, even if technically correct, can change how your brand is perceived. If you don’t know, ask. Better yet—hire someone who does.

4. Design Isn't Neutral

Even colour can be political. In Canada, red is often associated with English Canada (because of the national flag), while blue is a cultural identifier for Quebec. Choosing a dominant colour in a campaign isn’t just a branding decision—it can carry subconscious weight.

I’ve also seen English idioms mistranslated in ways that completely shift meaning. One campaign tried to use "Be the GOAT" (greatest of all time) and translated it literally to "Soyez le chèvre." It meant absolutely nothing in French—and honestly, it just sounded strange.

Every visual and verbal element carries cultural baggage. Respect it.

5. Know the Platform, Know the Rules

We once worked on a campaign in Dubai for a client targeting social media users. We underestimated how strict the local laws were about photography, location tagging, and public branding. Turns out, we weren’t allowed to show any landmark buildings or branded backgrounds in promotional content—basically, everything you’d want to post on Instagram.

That forced us to completely rethink our content plan. And it was a reminder that great creative can still get shut down if you don’t respect local regulations.

6. Diverse Teams Make Smarter Decisions

At Third Wunder, my first employee was a developer from China. One year, while working on a Chinese New Year campaign, he caught several imagery and symbolism issues that would have been off-putting—or outright offensive—to Chinese audiences.

Everyone else thought the creative looked great. But that one cultural lens made all the difference.

It’s a perfect example of why diverse teams aren’t just good for optics. They’re essential for impact. When your team reflects the people you’re trying to reach, you don’t just avoid mistakes—you make better work.

Final Thoughts: Global Thinking, Local Feeling

Marketing across cultures isn’t about checking boxes. It’s about empathy, awareness, and curiosity. It’s about asking the right questions before launching the campaign.

Whether you’re building a global brand or trying to grow locally within a diverse city, the principle is the same: People want to feel seen. And the brands that do this well? They don’t just sell—they connect.

So, take a look at your current messaging. Is it built for your audience—or for your assumptions about them?

And if you're not sure where your blind spots are—find someone who can help you see them.