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The Cultural Challenge Of Globalisation In Asset Management

David Hetling 20 January 2022
asset management content marketing

In the first of a series of guest blogs, David Hetling, industry marketing director at SDL, considers the huge challenges of creating fund content for a multicultural, multilingual world.

asset management content marketing

For asset management firms, successful engagement with customers and regulators relies on effective fund content that is both culturally appropriate and compliant. Neither of these factors can be underestimated.

Much attention has been given to the creation of compliant content (in a future blog, I will discuss how to keep content compelling within those limitations) but less has been said about the cultural importance of fund content.

Many asset managers aim to grow through globalisation.

But, the pursuit of that goal can introduce unexpected levels of complexity. With content, for instance, not only does it have to be translated into multiple languages amid different laws and regulatory models, it also has to deliver a positive impact in various cultural contexts.

The dangers of neglecting culture

One thing we do know is that culturally inappropriate content can have an immeasurable impact – immeasurable, that is, other than the certainty it will result in a negative user experience. It is challenging enough for firms to ensure the control, consistency and accuracy of content even in its original language.

So the failure to adapt that source material successfully for local cultures can be even more damaging. Reputational fallout from such oversights can last for years, sometimes causing irreparable harm for companies looking to build their brand in overseas markets.

SDL gives customers the foundation for impactful content wherever it is delivered, whatever the format, and in any timeframe.

Our Language Services teams have the industry expertise to ensure that content which is subject to regulation remains compliant in whatever jurisdiction it is delivered.

Better still, working with our Marketing Solutions teams, we can finesse your content to ensure that it is received as intended.

This might involve transcreation – essentially a comprehensive adaptation of your content for a local market – conducted in close collaboration with your internal teams and any external agencies you work with.

These multilingual services are designed to advance your brand in new markets, giving you the best foundation for growth in response to global competition and ever-increasing stakeholder expectations. You can find out how they fit into a broader framework for successful content creation, translation and delivery by reading our eBook, “A New Global Content Operating Model for Asset Managers”.

Accessibility is just as crucial as culture

Finally, a word about accessibility. It’s not just the cultural context that is critical to the delivery of successful content – catering for people facing challenges other than language is every bit as important.

As well as people with disabilities or limiting health conditions, a steadily ageing global population needs equal access to content. Going further still, it is very much in the interests of financial-service providers to go beyond questions of access and look to ensure that the customer experience is as good as it can be for everyone.

SDL has recognised both the reputational and regulatory need in this area; you can find out more about this with our Accessibility Solution.