Corporate Social Responsibility - Dual Language Marketing (MKTG 485)

Dual language marketing is not socially responsible, and it does not pass the four-part test of corporate social responsibility (CSR). Per the dialogue in class and the provided census data, it is clear that Hispanic Americans consist of a significant buying power and notable population size in the United States (Group Presentation No. 1 – Slide No. 20, Lessons Learned No. 1 – Slide No. 9, Guest Presenter: Ingrid Smart). However, the provided data also suggests that Hispanic Americans are steadily assimilating to American culture and, by extension, are becoming increasingly fluent in English. This suggests that although Hispanic Americans represent 17% of the American population, those who would benefit from bilingual marketing from within this group represent a far smaller segment (Business Horizons, Group Presentation No. 1 – Slide No. 16). Many Hispanic Americans feel pressured to learn English because they have associated it with finding new opportunities. Furthermore, marketers should take caution when interpreting census data as identifying as a person with Hispanic origin does not translate directly to responding positively to dual-language marketing (Business Horizons).

The lack of social responsibility in terms of dual language marketing efforts stems from the fact that it is not employed in the best interest of Hispanic Americans or society as a whole. Marketing can aid assimilation as consumers are constantly exposed to products and services. In making this effort bilingual, marketers could arguably be slowing this process or even perpetuating stereotypes (Glassman). In offering different alternatives to learning English, marketers may be contributing to the isolation of non-English speakers in the job market. Many of the opportunities Hispanics are afforded in the United States, such as education, citizenship, or employment, are based on an ability to communicate in English (Business Horizons). Beyond these benefits, lack of English fluency has a direct correlation to this population choosing not to become naturalized. This can result in greater discrimination against Hispanics in America and thus negates the minimal positive outcomes from dual-language marketing. Thus, from a stakeholder’s perspective, which, as defined by Freeman, represents a group beyond immediate shareholders that are affected by a company’s decisions (Glassman). Conversely, shareholders might determine that this marketing strategy is not socially responsible due to the response from other citizens. Friedman defined social responsibility in terms of what companies owe their shareholders; simply put, he believed a company’s primary concern should be its profits. The influx of dual-language marketing might seem an affront to those who exhibit high levels of national pride or ethnocentrism, such as in the United States. Ethnocentric people tend to feel their language or culture is superior and might not be comfortable purchasing goods that employ dual language marketing (Lessons Learned No. 5 – Slide No. 25). These sentiments might result in reduced sales and customer satisfaction, therefore establishing that dual-language marketing is not socially responsible.

In ascending order, the four elements of Carroll’s CSR Pyramid are as follows; economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility. Economic responsibility is fairly straightforward in that an organization must be economically profitable before all else. Corporations have a responsibility to the law and respecting society’s definition of right and wrong. Ethically, companies should operate based on what is fair and just; they must avoid causing any harm. Lastly, corporations should contribute their resources to improving the community (Visser, Carroll). From an economic standpoint, marketers must recall that there is data there is data that supports the increase of English fluency; for instance, from the 57 million Hispanics Americans, nearly 12 million will not benefit from Spanish marketing. (Business Horizons). Further, in terms of social responsibility as understood by Friedman, dual language marketing is not profitable. By Freeman’s definition, a company that employs dual-language marketing is also unsuccessful. Some scholars have determined that a lack of secure economic responsibility will undermine any kind of success, but Carroll believes each of these pieces of the CSR model are independent (Visser, Carroll). Communicating effectively on packaging is critical, especially in terms of potentially hazardous products. Bilingual packaging offers less space for detailed instruction and can inhibit a company’s ability to offer precautionary advice. While this might not be directly within the realm of legal responsibilities, corporations must be able to clearly communicate instructions to their consumers to avoid crises that might end with lawsuits. This could very well tie into a company’s ethical responsibility. While an organization might not be legally required to list suggested instructions, doing so might illustrate proper business etiquette and integrity. In terms of philanthropic responsibility, it may very well be in a company’s best interest to give back to Hispanic Americans by offering new aids for assimilation (Business Horizons). Carroll defines this aspect by outlining how companies might give back, the most relevant in this case being “community development and any other discretionary contribution to the community of stakeholder groups that make up the community” (Carroll). Companies might consider alternatives to bilingual marketing, such as offering a means to naturalization or low-cost English classes for members of this community to enhance their philanthropy (Business Horizons). Ultimately it should be noted that dual-language marketing on its own does not meet a philanthropic responsibility. Per these definitions it is evident that marketers must innovate strategies to reach Hispanic American consumers outside dual-language marketing.

The purchasing power of Hispanic Americans draws the attention of marketers from every corner of the United States. While earlier strategies have made use of dual-language marketing, it has become decreasingly helpful as the demographic continues to assimilate. This method is not socially responsible, and marketers will see more success in developing new strategies to engage Hispanic Americans.

Research has shown that Hispanic Americans are more digitally connected than their non-Hispanic counterparts (Guest Presenter: Ingrid Smart). Simmons Research determined that Hispanic Americans were significantly more likely to feel that their mobile phones were a form of self-expression (Dolliver). Hispanic Americans, both young and old, are more likely to own and use smartphones and are more connected via other media usage platforms, including television, than non-Hispanics (Group Presentation No. 1 – Slide No. 52, MRI University Reporter, Witt). Per analysis of social media users, Mazda would likely see the greatest traction with YouTube and Facebook ads. 78% of Hispanic Americans frequent YouTube, followed closely by 73% who are active on Facebook (Pew Research Center).

References:

Marketing 485 Classroom Lectures, Courtesy of Dr. Harich

Hispanic American Presentation, Courtesy of Group One

Guest Presentation, Ingrid Smart

Visser, W. (2006). Corporate Citizenship in Developing Countries. Retrieved from https://books.google.com/books?id=8Z9MnR1N7LgC&lpg=PA29&ots=ro1cWHN6qv&dq=carroll's csr pyramid&lr&pg=PA34#v=onepage&q=carroll's csr pyramid&f=false

Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons. doi:10.18411/a-2017-023

Glassman, M., & Glassman, A. (2017, May 05). Is dual language marketing socially responsible? Retrieved from https://www.sciencedirect.com/science/article/pii/S0007681317300587

Witt, C. (2018, May 31). Why Your U.S. Hispanic Marketing Strategy Should Not Focus On Hispanic-Centric Events. Retrieved from https://www.mediapost.com/publications/article/320015/why-your-us-hispanic-marketing-strategy-should-n.html'

Krogstad, J. M., & Gonzalez-Barrera, A. (2015, March 24). A majority of English-speaking Hispanics in the U.S. are bilingual. Retrieved from http://www.pewresearch.org/fact-tank/2015/03/24/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual/

Carroll, A. B. (2016, July 05). Carroll's pyramid of CSR: Taking another look. Retrieved from https://jcsr.springeropen.com/articles/10.1186/s40991-016-0004-6

Country Comparison - Hofstede Insights. (n.d.). Retrieved from https://www.hofstede-insights.com/country-comparison/argentina,chile,colombia,mexico/

Dolliver, M. (2017, June 13). US Hispanics and Digital Usage: How They Differ from Non-Hispanics-and from One Another. Retrieved from https://www.emarketer.com/Report/US-Hispanics-Digital-Usage-How-They-Differ-Non-Hispanicsand-One-Another/2002074

Broadcast Journalism graduate Eric Reséndiz, currently a reporter for FOX 15 Abilene, is hugged by father Preciliano Reséndiz.