Corporate Anxiety Is Fueling a Multimillion-Dollar Industry of Gen Z Translators

As brands increasingly seek to connect with Gen Z, a new industry of translators has emerged to bridge the communication gap. This multimillion-dollar sector is thriving as companies recognize the importance of understanding the values and language of younger consumers. By hiring specialized translators, brands aim to foster authentic relationships and avoid missteps that could alienate this influential demographic. This trend highlights the growing recognition of Gen Z's impact on the market and the lengths brands will go to engage them meaningfully.