Why speaking your customer's language is good business

In a competitive industry where most entities are aiming for global recognition, using English in marketing is a clear-cut choice. In a study on Language Choice and Naming of Businesses as a Marketing Strategy from the University of Hawaii, it was also shown that in societies where English is used as a second language and their native language is the first, such as the Philippines, using an English business name is preferred.

According to the study, they choose English because it is easy to understand and remember, and because it reflects consumers' social status. Moreover, English is identified as a product of colonial mentality, insinuating exceptional quality and overall attractiveness to local owners and consumers due to being a globally known language.

However, in advertising, a newer study about bilingual advertising in Metro Manila revealed that 68% of 127 advertisements studied included Tagalog/Filipino, while only 32% were in pure English.

Creating Familiarity Through Native Language Use

More than a communication tool, language is also linked to culture, identity, and memory. Consumers tend to process messages delivered in their first language with less mental effort, which allows them to focus on the message instead of translating it. This makes advertisements feel natural and relatable, instead of pushy, especially when they show everyday expressions, humor, and cultural references unique to Filipinos.

Research in consumer psychology has consistently found that people tend to respond more positively to messages presented in their native language because they evoke stronger emotional reactions and greater feelings of trust. In the Philippine setting, this helps explain why Taglish and Filipino have become common in advertising, social media campaigns, and customer interactions. As opposed to overly formal or distant tones, brands that communicate in the language their audience uses every day are often perceived as warmer, more approachable, and more authentic.

For businesses, this familiarity can translate into practical advantages. Customers are more likely to remember a message they immediately understand, engage with content that feels personally relevant, and recommend brands that "speak their language." This is one of the most important tips for new business owners

Advantages of Using Filipino Language in Marketing and Business

In the same innovation and development that offerings in the market have undergone, brand communication has also reached the need for wit and distinctiveness to increase effectiveness.

On the surface, the chances of getting overlooked are significantly lowered. In a country like the Philippines, where there is an official language primarily used by 87% to 93% of its people, consumers are more inclined to absorb materials that speak their language. While 47% are “competent” English speakers, the language remains secondary and is not considered home to a place famously known for being openly patriotic. Using the English language may not prove as effective as using the Filipino language, unless used for implying premium quality.

As a brand, using the native language also adds stronger pressure when targeting the needs of potential buyers. This allows you to be more direct and provide a tailored solution through a clear understanding of their needs, making it greatly beneficial as customers tend to trust brands they see are truly understanding of their frustrations. This enhances customer experience by making them feel safe and secure around your brand.

Lastly, it allows you to gain the upper hand in the playing field of local businesses. The advantage of using English is essential for aiming for global reach, but using the native language in marketing and branding opens doors for more local recognition and allows you to have better chances at gaining a closer pool of customers. In direct terms, this means easier reach resulting in easier sales.

Even big brands realize this advantage and engage in multilingual marketing. McDonald’s, for example, used a local translation of its tagline “I’m lovin’ it” for its Philippine consumers, the famously known “Love ko ‘to.”

The brand-to-customer connection and relationship built by this simple translation is enough for customers to feel seen, understood, and right at home.

More Philippine brands in the past few years have used the Filipino language as a branding and communication strategy, including The Bailiwick Academy, the country’s first online learning platform for cooking and baking. Its founder and CEO, Grace Parazo ,has consistently reached local audiences through online promotions using the Filipino language. The video promotion for one of the platform’s most recent physical classes, the Food Preservation Business Accelerator is a working example.



Simultaneously, using the English language has successfully earned The Bailiwick Academy an international reach through students residing abroad, such as Canada, Japan, and Ireland.

English, being universally considered the primary global language of international business, remains an important business aspect for expanding reach.

Read: Success Stories from The Bailiwick Academy Students

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