But the fact is many companies are doing just that when it comes to the more than 25 million limited English proficient (LEP) consumers living in the United States right now. This valuable group, who cannot communicate effectively in English, makes up nearly 7% of the entire U.S. population! LEPs are only part of the more than 60 million consumers in the U.S. who speak a language other than English at home and may prefer to do business in their native tongue.
Whether these consumers communicate in another language out of necessity or for comfort, they should not be overlooked by business.
As a business or organization in the United States, why does it matter whether you’re able to effectively serve LEP consumers? The demographic numbers speak for themselves.
While growth of the general consumer market is projected to be flat, Hispanic and Asian American populations, which represent the majority of LEP consumers in the U.S., are projected to increase significantly. In 2013, the combined markets represented nearly $2 trillion in buying power. Overcoming language barriers when they exist within these populations is a key tool to tapping this lucrative buying power and ensuring future revenue generation in an increasingly competitive market.
Consumer research about the booming Hispanic market is readily available in the media. What about the Asian American market? Here are some interesting statistics about the Asian American consumers that shed light on this emerging market opportunity:
This snapshot reveals some important commercial reasons why every company should be concerned about adequately serving LEP consumers:
So, if you’re not set up to adequately to service the needs of LEP Hispanic, Asian American or any other consumers who speak well over 200 languages in the U.S. today, you’re missing out on a tremendous commercial opportunity.
The answer is simple: language access services provide an instant link between your sales staff and the growing LEP population. Whether you want to assess the language proficiency of your bilingual staff, need professional interpreters to conduct business, or provide your website and literature in their language of choice, cost-effective solutions exist.
Here are some options that can immediately bring 25 million more potential customers through your door:
If you have any questions about how to improve communication with LEP consumers, contact us today.