Do you think you would be less inclined to go to an event if you knew there would be no information available in your native language? Or less enthusiastic about an ad campaign that doesn’t address you directly? Given that most people prefer products with information in their native language[1], the most likely answer is yes.
Next question: have you considered the deaf and hard of hearing when considering accessibility? Some companies and organisations misguidedly believe that by providing subtitles and closed captions, they are being fully inclusive – but that’s not necessarily the case.
According to the World Federation of the Deaf, there are more than 70 million deaf people worldwide using between 2-300 different sign languages. British Sign Language (BSL) is the preferred language of over 87,000 deaf people in the UK (although the total number of people who can use BSL is closer to 150,000). For them, English is a second, or even third language. This means that providing subtitles for the deaf and hard of hearing can be comparable to giving someone information in a non-native, or completely unfamiliar language. It can lead to frustration, due to increased cognitive load, and miscommunication – particularly if the only available option is laggy, inaccurate auto-generated captions.
For many, sign language offers a more comprehensive, enriched experience than captions. This is partly because also it incorporates the use of facial expressions and gestures, which in turn can make content easier to understand than written captions. This might be because literacy rates among the deaf are generally lower. Written words are based on units of sound, and we learn to read through spoken language. If you are born deaf, reading can be a challenge for this reason.
Sign language in videos provides the same benefits that translation does. Your message gets accurately conveyed to a new audience of native speakers, who will ultimately be more persuaded to buy your product or service if you’re speaking their language. The same goes for internal information given to your organisation’s members and stakeholders. Like translation, this needs to be done by professionals who can provide an accurate interpretation of the video speech (not captions), that mimics the original style and includes additional information, like for example about the opening soundtrack.
It’s worth noting that some people prefer to use captions alongside sign language and lip reading. – it all depends on individual preferences and circumstances – but the important thing is to have the option. We feel that companies that overtly offer sign options will lead the way in setting trends for inclusivity and open themselves up to more business (not to mention staff attraction and retention) because of the positive message of inclusivity and accessibility they are sending out.
[1] https://csa-research.com/Blogs-Events/CSA-in-the-Media/Press-Releases/Consumers-Prefer-their-Own-Language#:~:text=Consumers%20prefer%20products%20with%20information,with%20no%20English%2Dlanguage%20competence.