In New Brunswick, Canada’s only officially bilingual province, translation is often viewed as a burden rather than a tool for communication or business development. And yet, approximately 30% of New Brunswickers are French speakers, a significant slice of the population which represents a potential loss for businesses and organizations that fail to reach them. Deciding not to invest in professional translation services can also have serious consequences for other important segments of the population—not just francophones. Here are some of the key benefits of translation in New Brunswick.
The nurse shortage in New Brunswick: a case in point
Today we are facing a health crisis in New Brunswick due to a shortage of doctors and nurses, but the root cause of the situation goes back a long way.
In 2018, the Nurses Association of New Brunswick (NANB) faced a lawsuit from the Société de l’Acadie du Nouveau-Brunswick, which promotes the rights of francophones, due to a high rate of failure by francophone nursing graduates taking the licensing exam. The group claimed that there was a lack of preparatory materials in French and that content on the exam itself had been translated by people “who were not qualified translators.” In 2019, the Groupe d’infirmières et infirmiers francophones du Nouveau-Brunswick also filed a complaint with the province’s official languages commissioner against the NANB over the licensing exam.
And yet, the NANB had been lobbying for funding since 2015 for the translation of an online study guide into French to prepare francophone nursing students for the entry-to-practice exam. But even in 2021, students were choosing to write the exam in English, even though it is available in French, due to the poorly translated questions. According to one student, francophone graduates are at a disadvantage because they must “relearn four years’ worth of material in English before they take the test.”
In short, when francophone nursing graduates fail the exam, it is a loss for both New Brunswick’s francophone population as well as anglophones and allophones, who would likely benefit from the services of bilingual nurses able to serve them in English, as well.
Bilingual business dynamics
Serving francophone clients means having at least one bilingual employee, which is not uncommon for many businesses in New Brunswick. But when that one employee is tasked with providing customer service to every French-speaking client, whereas their specialty might be something entirely different, it is a loss for the business because it is not utilizing its human resources to their full potential. When information is readily available in another language—for example through a website, marketing materials, product descriptions and other business documents—companies can quickly and effectively communicate their offerings to diverse audiences, expanding their market reach and increasing revenue potential while dedicating their human resources to other important tasks.
Operating in two languages allows all sizes of businesses to reach a broader customer base not only within the province, but also French-speaking markets in Canada and internationally. Translation is essential if you want to reach these markets, as nearly three-quarters of people report that they are more likely to purchase a service or good if information is provided to them in their native language. As Nelson Mandela is known to have said, “If you speak to a man in a language he understands, that goes to his head. If you speak to him in his language, that goes to his heart.”
Bilingualism and cultural preservation
A commitment to bilingualism promotes and preserves the province’s linguistic diversity and cultural heritage, and helps maintain a strong sense of identity and inclusiveness for all residents. Through translation, we ensure that both English and French speakers can access government services, educational resources, legal documents and other essential information in their preferred language.
Translation also facilitates cultural exchange, understanding and appreciation among New Brunswick’s English and French-speaking communities. By translating literature, works of art, music and other forms of cultural expression, individuals from different linguistic backgrounds can explore and engage with each other’s heritage, fostering a sense of unity and shared identity within the province.
In summary, translation in New Brunswick promotes not only bilingualism, but also economic growth, effective communication, access to services, business opportunities, educational opportunities and cultural exchange. It is an essential tool that helps build a cohesive and inclusive society while preserving the province’s linguistic and cultural fabric. In the end, deciding not to invest in translation and interpretation services comes at a significantly higher cost than the price alone.
