Spain is not a monolingual country, and its cultural and linguistic richness is deeply embedded in regional identities. While Castilian Spanish is the official state language, several autonomous communities have co-official languages with strong legal status and widespread public use. One of the most prominent among these is Catalan, spoken in Catalonia, the Balearic Islands, and as Valencian in the Valencian Community.
For companies seeking to operate successfully in Spain, and especially in Catalonia, the decision about which language to use in business communication is far from trivial. It goes beyond mere translation—language choice is a strategic act that can influence brand perception, market penetration, customer loyalty, and even regulatory compliance.
In Catalonia, where the Catalan language is not only legally protected but also seen as a symbol of regional identity and pride, using Catalan in business contexts can significantly enhance a company’s reputation and acceptance among local consumers. Conversely, overlooking the language or treating it as secondary may be perceived as tone-deaf or even disrespectful, especially in sectors that are consumer-facing or involve public engagement.
This text explores the strategic considerations companies must weigh when deciding how to incorporate Catalan into their communication strategies. We will examine the legal context, cultural expectations, business opportunities, and practical steps that can help organizations align their language use with the market dynamics of Catalonia—turning linguistic awareness into a tangible competitive advantage.
The Legal and Sociolinguistic Status of Catalan
To understand the strategic value of using Catalan in business, one must first grasp its legal foundation and sociolinguistic weight in the territories where it is spoken. Far from being a regional dialect or informal variety, Catalan is a co-official language with full institutional support and deep cultural roots—attributes that strongly influence its use in both public and private spheres.
Constitutional and Statutory Foundations
The 1978 Spanish Constitution recognizes Castilian Spanish as the official language of the state but grants the autonomous communities the authority to declare other languages co-official. In Catalonia, the Statute of Autonomy of Catalonia (Estatut d’Autonomia de Catalunya) establishes Catalan as the language of Catalonia alongside Castilian. Similar statutes apply in the Balearic Islands and the Valencian Community (where the local variant is called Valencian).
The legal framework obliges public institutions in these regions to operate bilingually and to promote Catalan through education, media, and cultural initiatives. Citizens have the right to interact with public authorities in Catalan, and the authorities are obliged to respond in kind.
Catalan in Education and Media
A cornerstone of language normalization has been the Catalan-medium education system. From early childhood through to university, Catalan is the primary language of instruction in public schools in Catalonia. This has produced generations of young people who are native or near-native speakers of Catalan, often more comfortable in Catalan than in Castilian, particularly in informal and local contexts.
In media, Catalan enjoys strong visibility. There are public broadcasting networks such as TV3 and Catalunya Ràdio that operate entirely in Catalan, and a growing number of private outlets produce content in the language. This presence reinforces the perception of Catalan as a fully functional and modern medium for all aspects of life—including commerce.
Public Administration and Legal Requirements
Catalan is not just a cultural preference; in many areas, it is also a regulatory expectation. For example, consumer protection laws in Catalonia require businesses to provide essential information—such as contracts, product labels, safety instructions, and billing documents—in Catalan if requested. While this is not always enforced strictly, failing to accommodate Catalan in certain sectors (such as education, healthcare, or public services) can result in administrative sanctions or reputational damage.
Public tenders and procurement documents in Catalonia are frequently issued in Catalan, and many institutions expect foreign companies operating locally to comply with this linguistic norm.
A Language of Identity and Belonging
Beyond the legal and institutional sphere, Catalan holds profound symbolic and emotional importance for many people in Catalonia. Speaking and writing in Catalan is often seen as a gesture of respect and cultural alignment. In the context of Catalonia’s unique political history—including recent debates over independence and self-determination—the use of Catalan can signal either sensitivity or detachment from local realities, depending on the choice made.
For businesses, this means that language is not merely functional—it is political and emotional. Choosing Catalan in communication can foster goodwill and signal long-term commitment to the region, while neglecting it may convey indifference or cultural distance, even if unintentional.
In summary, the status of Catalan in Catalonia and other regions is robustly institutionalized and socially entrenched. Businesses that wish to operate successfully in these markets must recognize Catalan not as an optional extra, but as a core element of local identity and administrative life. The next chapter explores how these linguistic dynamics manifest in consumer behavior and business perception.
Catalan vs. Spanish in Business: A Sociocultural Landscape
When entering the Spanish market, many companies instinctively choose Castilian Spanish—the official language of the Spanish state and one of the world’s most widely spoken tongues. However, in regions such as Catalonia, this decision alone may not suffice. The choice between Catalan and Spanish is not just a matter of comprehension—it directly influences how a brand is perceived within the community.
This chapter explores the sociocultural dimensions that shape linguistic expectations in Catalonia and explains how language choice can affect business success.
Catalan as a Marker of Belonging and Respect
For many Catalans, language is an intimate expression of regional identity. Catalan is not just a means of communication—it is a cultural and emotional anchor. Its use in business contexts can signal inclusion, solidarity, and local sensitivity. On the other hand, choosing only Spanish may come across as distant, transactional, or indifferent—particularly in sectors involving direct interaction with consumers.
Studies and market research have shown that consumers in Catalonia respond more positively to advertising, product packaging, and service interactions when they are conducted in Catalan. This is especially true for younger generations educated in the Catalan school system and for consumers with strong regionalist or pro-independence sentiments. Even those who are bilingual often associate the use of Catalan in business with authenticity and local commitment.
Language and Brand Image
Language choices contribute significantly to how a brand is positioned. A company that invests in Catalan-language communication—be it on websites, customer service, signage, or promotional campaigns—is more likely to be perceived as attentive, integrated, and respectful of regional culture.
This is particularly important for small and medium-sized enterprises (SMEs), retail chains, hospitality providers, and service businesses. In these fields, language can make or break trust. Even multinational corporations have adapted their language policies to the Catalan context. Brands like IKEA, Decathlon, and Vodafone have all implemented Catalan-language strategies, from in-store materials to customer emails.
Conversely, brands that overlook Catalan may be viewed as outsiders—perhaps tolerated, but not embraced. In a competitive marketplace, this emotional distance can translate into lost opportunities or brand erosion.
Divergence Between Local and National Attitudes
While Castilian Spanish remains the language of state-wide media, administration, and legal structures, the everyday linguistic reality in Catalonia differs markedly. According to recent surveys, a significant portion of the Catalan population prefers to use Catalan in informal and community settings. In metropolitan areas like Barcelona, Spanish may dominate, but in medium-sized towns and rural areas, Catalan remains the default.
This regional divergence can be a source of misunderstanding for companies based outside Catalonia. From Madrid’s perspective, Spanish may seem universally sufficient. But from a Catalan standpoint, the absence of Catalan is often noticed—and noted.
This tension has intensified in recent years due to political developments. The Catalan independence movement has increased public awareness around cultural distinctiveness, and language plays a central role in that narrative. In this climate, businesses are expected to demonstrate cultural literacy, or at least a pragmatic sensitivity to local norms.
Consumer Expectations and “Linguistic Responsiveness”
Most Catalan consumers do not demand exclusive use of Catalan, but they do expect the option to be available—especially in formal documentation, customer service, and digital interfaces. The concept of “linguistic responsiveness”—the ability of a business to respond to a customer in their preferred language—has become a key differentiator.
This is particularly relevant in:
- E-commerce and online services
- Technical support and help desks
- Point-of-sale interactions
- B2B negotiations involving public or semi-public institutions
In many cases, simply offering Catalan as a parallel option—next to Spanish and perhaps English—can elevate a brand’s credibility and reach in the region.
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In conclusion, the Catalan-Spanish divide in business is not about language competence alone. It is about cultural positioning, trust-building, and emotional intelligence. Companies that understand and respond to the linguistic landscape of Catalonia are more likely to gain not only customers—but also advocates.
In the next chapter, we will examine how these dynamics can be leveraged for commercial advantage, and how the use of Catalan can open doors that remain closed to monolingual strategies.
Commercial Advantages of Using Catalan
Incorporating Catalan into a business strategy is not merely a gesture of cultural politeness—it is a concrete asset with measurable commercial benefits. Companies that actively use Catalan in their operations often find themselves rewarded with increased customer loyalty, improved brand perception, and easier access to public tenders and local partnerships.
This chapter outlines the practical and strategic advantages of Catalan-language integration in business, supported by examples from real-world application.
Building Trust and Emotional Connection
One of the most immediate benefits of using Catalan is the emotional response it can elicit from customers. Language has a powerful psychological impact—when consumers see a brand communicating in their language, they are more likely to feel recognized, respected, and valued.
In Catalonia, this effect is particularly strong, given the language’s role as a core element of identity. Whether in signage, advertising, social media, or customer support, the use of Catalan can:
- Lower barriers to entry for new customers
- Foster a sense of belonging and local alignment
- Increase brand loyalty among Catalan-speaking clientele
For example, small businesses that personalize their communication in Catalan often report stronger word-of-mouth referral rates, while local service providers using Catalan tend to outperform competitors who use only Spanish in community-facing interactions.
Strengthening Regional Brand Image
In a market where consumers increasingly choose brands that reflect their values, Catalan-language communication contributes to a regionally resonant brand identity. Whether the business is local or international, using Catalan sends a clear message: We are committed to Catalonia—not just present here.
This is especially beneficial in sectors like:
- Retail and consumer goods
- Hospitality and tourism
- Real estate and insurance
- Education and training
Multinationals that have adopted Catalan in their local branches often benefit from enhanced reputational capital. Brands like Carrefour, Lidl, and Fnac have implemented Catalan labeling and signage in their Catalan locations, improving their standing among customers and local authorities alike.
Access to Public Contracts and Institutional Cooperation
Public sector opportunities in Catalonia frequently require or strongly favor bilingual or Catalan-language documentation. This includes:
- Responses to government tenders
- Applications for subsidies and permits
- Collaboration with municipalities and regional institutions
Companies that fail to meet these linguistic expectations may face disqualification or reduced competitiveness. In contrast, businesses that demonstrate linguistic adaptability are more likely to build long-term partnerships with Catalan institutions.
Furthermore, compliance with local linguistic standards—such as consumer protection laws that require Catalan versions of contracts or user instructions—prevents legal complications and fines.
Enhancing SEO and Digital Visibility
Digital presence is another area where using Catalan can pay off. By offering a Catalan-language version of a website, e-shop, or mobile app, businesses can:
- Improve search engine rankings for local queries
- Capture regional traffic that might not engage with Spanish-only content
- Boost accessibility and usability for native Catalan speakers
With Catalan increasingly represented in digital interfaces and even AI-based tools, incorporating it into online communication ensures greater reach and inclusivity, especially in younger and digitally active demographics.
Differentiation from Competitors
In markets saturated with Spanish-language content, a Catalan-language strategy offers a distinct competitive edge. It allows businesses to stand out as culturally aware and locally embedded.
This differentiation is especially effective for:
- New market entrants wishing to gain traction quickly
- Foreign brands aiming to localize
- Ethical and community-oriented companies seeking trust capital
Being among the few brands to proactively use Catalan can lead to greater visibility, free publicity (e.g., from local media), and even grassroots support from language advocacy groups.
In summary, using Catalan is not simply about accommodation—it is about creating business value through cultural intelligence. From trust-building and reputation to legal advantage and digital positioning, Catalan is a powerful strategic tool for anyone serious about doing business in Catalonia.
Strategic Communication Choices: When and How to Use Catalan
Successfully integrating Catalan into your business operations does not necessarily require a full linguistic overhaul. What matters is making deliberate, context-sensitive decisions about where, when, and how to use the language for maximum impact. This chapter offers a practical roadmap to help businesses navigate Catalan-language use in different domains of communication—balancing authenticity, effort, and strategic value.
Understanding Levels of Visibility and Impact
Not all communication channels are created equal. Some carry greater symbolic and customer-facing weight, and using Catalan in these contexts can yield disproportionate returns. The following prioritization can guide decision-making:
- High-impact touchpoints: Product packaging, advertising, customer service, website interfaces, legal and contractual documents.
- Medium-impact touchpoints: Social media posts, newsletters, mobile app content, corporate signage.
- Low-impact internal touchpoints: Internal memos, HR policies, backend systems (unless mandated by public contracts).
By identifying the most visible and sensitive areas, businesses can start incorporating Catalan where it matters most and gradually expand as needed.
Advertising and Marketing Materials
Few areas are as influential as marketing communication. Campaigns that incorporate Catalan—particularly in slogans, billboards, social media, and video content—tend to:
- Improve brand recall
- Signal cultural alignment
- Attract positive media and consumer attention
It’s not necessary to abandon Spanish altogether; in fact, bilingual campaigns are often the most effective. They demonstrate respect for both linguistic communities and reflect the bilingual reality of Catalonia.
Tip: If a campaign uses humor, emotion, or cultural references, always localize it into Catalan to preserve its impact. Literal translation from Spanish may not suffice.
Product Labeling, Manuals, and Packaging
Under Catalan consumer laws, key product information must be made available in Catalan upon request—but in practice, offering Catalan proactively is a mark of credibility and accessibility. This includes:
- Ingredient lists
- User guides and safety instructions
- Warranty and return conditions
- Contracts and agreements
For food products, electronics, household goods, and pharmaceuticals, bilingual or trilingual labeling (Catalan–Spanish–English) is becoming increasingly common and often expected.
Website and E-commerce Content
A company’s website is often the first point of contact with potential customers. Offering a Catalan-language version is one of the most cost-effective and high-impact steps a business can take. This can be implemented through:
- Full parallel language versions (with language toggle)
- Geolocation-based display settings
- Catalan customer support chat or contact forms
Don’t forget to optimize metadata, keywords, and URLs in Catalan to enhance local SEO performance.
Customer Service and Frontline Communication
Being able to interact with customers in their preferred language is a hallmark of professional service. Even a basic capacity to understand and respond in Catalan can boost customer satisfaction. This applies to:
- In-store interactions
- Phone support
- Email replies and CRM templates
If full Catalan fluency is not feasible, ensure that your staff or automated systems at least offer Catalan as an option and are trained to handle inquiries respectfully.
Internal Documentation and Public Contracts
While most internal communication can remain in Spanish or English, some situations require Catalan:
- Applications for local grants or funding
- Participation in public tenders or procurement processes
- Communication with regional authorities
In such contexts, hiring a professional Catalan translator or language consultant is advisable. Errors or inconsistencies in official documentation can lead to delays or rejections.
Tone, Register, and Cultural Nuance
Catalan, like all languages, has formal and informal registers. In professional communication, particularly in legal, institutional, or B2B contexts, businesses should use formal Catalan (“registre formal”) and avoid literal translations from Spanish. This helps:
- Maintain professionalism
- Avoid unintended ambiguity
- Strengthen trust among Catalan-speaking partners
Working with native-speaking copywriters or translators with experience in regional business etiquette is strongly recommended.
Incremental Implementation and Testing
Full linguistic localization may seem daunting, but it can be introduced gradually:
- Start with one product line or service area
- Test customer reactions to Catalan-language social media posts
- Localize high-traffic website pages first (e.g., homepage, contact page)
- Offer Catalan in customer satisfaction surveys to measure impact
Track KPIs such as bounce rates, customer retention, or regional sales to assess the effectiveness of Catalan communication over time.
In sum, the use of Catalan should be strategic, intentional, and context-aware. Businesses do not need to choose between Catalan and Spanish—but rather learn how to use both in a balanced way that resonates with their target audience and reflects their long-term commitment to the region.
In the next chapter, we will examine the risks and missed opportunities that can arise from ignoring or mishandling Catalan in business operations.
Challenges and Risks in Ignoring Catalan
While many businesses assume that operating in Spanish alone is sufficient in Catalonia, this approach can lead to missed opportunities, negative brand perception, and even legal complications. In a region where language is intertwined with identity, ignoring Catalan may be perceived not just as a logistical oversight, but as a symbolic statement—and not always a welcome one.
This chapter outlines the most common challenges and risks that businesses face when they neglect the use of Catalan in their communication and operations.
Perceived Cultural Insensitivity
Perhaps the most immediate consequence of not using Catalan is the perception of cultural disregard. In a market where language is a source of pride and collective memory, Spanish-only communication may signal that a company is disconnected from local values or uninterested in genuine engagement.
This perception can be damaging, especially for:
- Consumer-facing brands
- New market entrants
- Public-facing services or infrastructure projects
Even if customers are bilingual, they may choose to favor competitors who make the effort to communicate in Catalan out of principle or emotional preference.
Reputational Backlash and Public Criticism
In some cases, ignoring Catalan can trigger public criticism or negative media attention. Activist groups, watchdogs, and individuals on social media have become increasingly vocal about defending the language’s visibility in commerce. Situations such as:
- Launching ad campaigns exclusively in Spanish
- Publishing signage or websites without a Catalan option
- Responding to Catalan queries only in Spanish
…can lead to online backlash, calls for boycotts, or even bad press—especially if the company in question is seen as large, foreign, or insensitive.
In recent years, several global brands operating in Catalonia have been publicly pressured to adopt Catalan-language policies after facing social media criticism or consumer pushback.
Legal Non-Compliance and Sanctions
There are concrete legal obligations for businesses operating in Catalonia to provide certain information in Catalan, particularly in consumer protection contexts. These include:
- Product labels
- User manuals
- Contracts and terms & conditions
- Invoices and receipts (if requested)
Failure to comply can lead to:
- Administrative fines
- Rejected tenders or funding applications
- Consumer complaints submitted to language authorities (e.g., Direcció General de Política Lingüística)
While enforcement may vary, non-compliance can create legal friction and is easily avoidable with modest investment in professional translation and localization.
Competitive Disadvantage in Public and Institutional Markets
Companies seeking to collaborate with:
- Local governments
- Public institutions
- Regional universities or hospitals
…are often expected to submit documentation, proposals, and communication in Catalan. A lack of preparedness or willingness to do so can disqualify a business from tendering processes or lower its evaluation scores.
By contrast, companies that demonstrate linguistic adaptability are seen as more regionally integrated, responsive, and professional. In competitive bids, this can be a deciding factor.
Undermining Customer Experience and Loyalty
In day-to-day interactions, the lack of a Catalan-language option can cause frustration or alienation, especially among:
- Older citizens who are less comfortable with Spanish
- Young people educated in Catalan-medium schools
- Customers engaging with online platforms or automated interfaces
These users may feel neglected or even discouraged from interacting further with the business. Over time, this can affect customer retention, brand loyalty, and referral rates.
Customer-centric companies understand that language is part of the user experience—and overlooking Catalan can diminish that experience for a significant portion of the population.
Internal Misunderstanding of Market Expectations
Finally, many companies headquartered outside Catalonia—especially in Madrid or abroad—underestimate the strategic role of Catalan due to lack of exposure or misinformation. This can result in:
- Poorly informed marketing decisions
- Overreliance on Castilian-centric assumptions
- Internal resistance to investing in localization
These blind spots often prevent businesses from unlocking the full potential of the Catalan market. In some cases, they result in rebranding or relaunch costs once a company realizes too late that its communication strategy has misfired.
In summary, ignoring Catalan in a region where it is deeply rooted—legally, culturally, and emotionally—introduces avoidable risks and reputational liabilities. Rather than viewing Catalan as a complication, successful businesses recognize it as an opportunity to connect more authentically with their market.
Practical Approaches for Businesses Entering the Catalan Market
For companies new to Catalonia or looking to deepen their presence, building a Catalan-inclusive language strategy might seem like a daunting or resource-intensive task. However, with a clear understanding of local expectations and the right partners, it becomes a manageable and cost-effective investment that can yield lasting returns.
Start with a Language Audit
The first step in designing a Catalan strategy is to map your existing communication channels and assess which ones:
- Reach Catalan-speaking audiences
- Are legally or culturally expected to be bilingual
- Can easily be adapted with minimal cost
This audit should include:
- Website and mobile apps
- Advertising campaigns and printed materials
- Product labeling and packaging
- Customer service and CRM templates
- Documentation for contracts, HR, and compliance
Prioritize high-visibility, high-impact items and those with legal implications.
Work with Native-Speaking Professionals
Translation alone is not always enough. To ensure cultural nuance and professional tone, partner with native Catalan-speaking translators, copywriters, or consultants who understand both business language and regional sensitivities.
Consider:
- Hiring a Catalan-language localization specialist
- Contracting local marketing agencies or communication firms
- Working with certified translators for legal or regulatory content
This ensures that the language you use reflects both the linguistic standard and the social register appropriate to your audience.
Implement Catalan in Key Customer-Facing Areas
Even a partial Catalan strategy can send a powerful message. Some easy wins include:
- Offering Catalan on your website (with a language switcher)
- Localizing signage and promotional material in stores
- Creating Catalan-language social media content or ads
- Providing bilingual invoices and receipts
- Greeting customers in Catalan or using automated messages that offer language choice
Train frontline staff to respond appropriately to language preferences—or at minimum, to acknowledge and respect them.
Use Language Technology to Scale Efficiently
If your company operates at scale, language technology can support efficient deployment of Catalan:
- Content Management Systems (CMS) that support multilingual websites
- Translation Management Systems (TMS) to centralize workflows
- Customer service platforms with Catalan-language AI or chatbot support
- Termbases and glossaries to ensure consistency across teams and platforms
Using tools like these allows for consistent and scalable multilingual content, especially in marketing, product documentation, or customer service channels.
Tap Into Regional Language Support Programs
The Catalan government offers financial and advisory support for companies that wish to incorporate Catalan into their business practices. These include:
- Subsidies for translation and signage
- Free or discounted language consultancy
- Online tools and style guides (e.g., Optimot, Termcat)
- Publicly funded courses in business Catalan
Engaging with institutions such as the Consorci per a la Normalització Lingüística (CPNL) or Generalitat de Catalunya’s Language Policy Office can provide both technical help and local legitimacy.
Collaborate with Local Stakeholders
Partnering with local suppliers, associations, and cultural institutions can help reinforce your Catalan strategy while enhancing market integration. Consider:
- Sponsoring community events or Catalan-language initiatives
- Joining Catalan chambers of commerce or trade bodies
- Collaborating with Catalan-speaking influencers or media outlets
Such partnerships not only facilitate smoother operations but also position your business as a long-term and respectful participant in the local economy.
Plan for Gradual Integration
Adopting Catalan does not have to be an all-or-nothing approach. Many companies succeed through incremental integration:
- Phase 1: Start with website, signage, and customer service templates
- Phase 2: Expand to marketing campaigns, packaging, and documentation
- Phase 3: Develop Catalan-language content and community engagement initiatives
Regularly evaluate customer feedback, engagement metrics, and public perception to guide further expansion.
Appoint a Language Coordinator or Local Champion
For larger organizations, it’s useful to assign responsibility for language strategy to a dedicated coordinator, either as part of your marketing or compliance team. This person can:
- Ensure consistency across touchpoints
- Liaise with external translators or agencies
- Monitor changes in legal requirements
- Coordinate with local teams on tone, content, and priorities
Having an internal advocate for Catalan integration ensures it becomes an embedded, not peripheral, element of your business.
In short, successful Catalan integration is not about size or budget—it’s about strategic clarity, cultural respect, and operational planning. By following these practical steps, companies can not only meet regulatory expectations but also forge deeper, more loyal connections with Catalan-speaking customers.
Global Brands in Catalonia: Best Practices
Global corporations entering Catalonia have often had to reassess and adapt their language strategies to meet local expectations. Some learned from missteps, while others proactively embraced Catalan from the outset. These case studies reveal not only how linguistic adaptation enhances brand reputation, but also how even modest steps can produce substantial returns in customer loyalty, public image, and regulatory compliance.
This chapter explores how major brands have successfully integrated Catalan into their operations, what tactics they used, and what smaller companies can learn from their examples.
- IKEA: From Controversy to Cultural Integration
In its early years in Catalonia, IKEA faced public criticism for not offering its catalogs and signage in Catalan. The omission sparked backlash from local consumers and linguistic advocacy groups, leading to a reputational crisis that played out in media and political forums.
The company quickly changed course:
- It introduced Catalan-language versions of its catalogs
- Updated in-store signage to include Catalan prominently
- Made product descriptions and web content available in Catalan
- Trained staff to greet and assist customers in Catalan
Today, IKEA is often cited as a model of successful adaptation, having not only avoided further backlash but also gained a stronger foothold in the region. The lesson: Listening to local feedback and correcting course swiftly can turn a misstep into a branding opportunity.
- Decathlon: Multilingual Commitment in Retail
The French sports retail giant Decathlon has been consistently praised for its linguistically inclusive approach. In Catalonia, it:
- Provides product packaging and signage in Catalan
- Maintains bilingual (Spanish–Catalan) interfaces on its website
- Offers Catalan-language support in customer service
- Uses Catalan in advertising and promotional campaigns
Decathlon has positioned itself not just as a foreign brand operating in Catalonia, but as a community participant, which has strengthened its customer base.
Takeaway: Proactive integration of regional language from the beginning can avoid friction and build lasting goodwill.
- McDonald’s: Localized Branding for Local Connection
Despite being a globally standardized brand, McDonald’s has localized its communication in Catalonia, particularly in its advertising and menus. Many Catalan outlets offer:
- Menus and in-store promotions in Catalan
- Mobile app options in Catalan
- Catalan versions of marketing slogans, rather than direct translations from Spanish or English
This signals a clear willingness to adapt to the local culture, even within a tightly controlled global brand identity. The company’s ability to strike a balance between global consistency and local customization is a benchmark for others.
Lesson: Localization does not dilute a global brand—it strengthens it regionally.
- Vodafone and Orange: Telecoms and Customer Experience
Telecommunications companies are especially exposed to language-related customer expectations, as they provide essential and recurring services. Both Vodafone and Orange have embraced Catalan in:
- Customer service hotlines
- Billing documents and terms of service
- Online account dashboards and mobile apps
- Advertising tailored to Catalan-speaking audiences
By investing in multilingual infrastructure, these brands have managed to serve customers in their language of preference—reducing churn and increasing satisfaction.
Lesson: Service sectors benefit the most from investing in Catalan, as language directly impacts user experience and retention.
- Google and Meta: Incremental, Strategic Catalan Inclusion
Global tech giants like Google and Meta (Facebook) have historically been slower to offer full Catalan integration across all services. However, in recent years they have:
- Added Catalan as a language option in user interfaces
- Enabled Catalan spell-check and predictive text features
- Made Catalan an official advertising language in tools like Google Ads
While the integration is not yet complete across all products, the inclusion of Catalan in core platforms has:
- Validated its status as a modern, functional digital language
- Encouraged smaller tech players to follow suit
Lesson: Even partial, but consistent inclusion of Catalan in high-impact products signals respect and inclusion—and boosts engagement.
Lessons for Small and Medium-Sized Enterprises (SMEs)
You don’t need the resources of a multinational to adopt best practices. Here’s how SMEs can apply the same principles:
- Mirror Catalan where it matters most: in websites, social media, customer service, and packaging.
- Use bilingualism as a brand feature, not just a compliance measure.
- Position Catalan as a sign of quality and authenticity, especially in tourism, food, education, and health services.
- Respond visibly to feedback—if customers ask for Catalan, take it seriously and act quickly.
Small businesses that do this often gain a competitive edge over larger competitors who remain rigid or tone-deaf to local culture.
In conclusion, the most successful brands in Catalonia are those that listen, adapt, and integrate Catalan with sincerity and consistency. Whether global or local, the message is clear: language is not an afterthought—it is a strategic asset.
Catalan as a Key to Sustainable Market Presence in Catalonia
Doing business in Catalonia means more than entering a regional subdivision of the Spanish market—it means engaging with a society that has a distinct linguistic, cultural, and political identity. In this context, the Catalan language is more than a communication tool: it is a symbol of belonging, respect, and legitimacy.
As we have seen throughout this guide, strategic use of Catalan is not about choosing one language over another, nor is it a political gesture. It is a pragmatic and effective business decision rooted in a deep understanding of local expectations. Companies that succeed in Catalonia are those that:
- Recognize the legal and cultural role of Catalan
- Understand its emotional value to consumers
- Adapt their communication touchpoints with intention and sensitivity
- View language not as a barrier but as an opportunity for differentiation and loyalty
From multinationals like IKEA and Decathlon to local SMEs and startups, the most respected businesses in Catalonia are those that have chosen to speak the language of their customers—sometimes literally.
Even partial or incremental integration of Catalan can signal alignment with community values and improve brand perception. Whether it’s offering a Catalan version of your website, responding to customer emails in Catalan, or simply greeting clients in their native tongue, these gestures contribute to a long-term relationship of trust.
Moreover, Catalan can offer:
- A competitive edge in public contracts
- Enhanced customer retention in service sectors
- Greater visibility and resonance in marketing
- Improved local SEO in digital channels
- Compliance with local regulations, reducing legal risk
In a global business climate where localization is increasingly linked to success, ignoring Catalan means leaving value on the table. Embracing it means securing a stronger, more credible, and more sustainable market presence.
For companies looking to expand, stabilize, or reinvent themselves in Catalonia, the path forward is clear: integrate Catalan not as an obligation, but as a strategic choice—a signal that your business is not just operating in the region, but is part of it.