The Hispanic population is a consumer segment that is growing faster than any other minority group in the United States. Already many businesses are starting to implement new approaches and strategies to target Hispanics.

The assimilation of generations and diverse countries of origin within U.S. Hispanics has created a complex culture. There are many factors that make the Hispanic consumers unique: historical, contextual, cultural, demographic, and financial.

Direct translations and general market strategies tend to miss emotional and culturally relevant elements. This is where translation vs. trancreation comes in.

For example, in the marketing industry the language used in a transcreation should have a similar impact on the target audience. For this reason, marketers cannot simply transfer directly to the Hispanic market an idea, product or a service that works with the general market.

For more information go to Hispanic Market Research Services and Spanish Website Translation

Trusted Translations, the leading producer of Spanish translation services in the U.S., has set the goal of reducing paper consumption by 90% in the next two years. Using the Environmental Working Group’s Ten Elements for Improving Environmental Performance and Compliance, Trusted Translations will implement policies to optimize and maximize the use of electronic means of internal and external communications by employing highly developed content management tools and secure high speed electronic delivery systems.

It is hoped that such policies will improve the corporate culture of Trusted Translations, as well as that of other companies in the industry. Also, by collaborating with NGOs, Trusted Translations aims to help raise environmental awareness amongst the Hispanic population.