In Part 1 of our Q&A with Mona Souli, our Community Strategy Director, we discussed the importance of navigating cultural nuances and tailoring strategies for regional success. Now, in Part 2, we turn our attention to how technology, global trends, and the subtle art of linguistic adaptation are shaping the future of community engagement. Mona shares her thoughts on staying authentic while leveraging innovation to build deeper connections.
1. With advancements in AI and data analytics, what role do you believe technology will play in community engagement and cultural adaptation? Are there any limits or challenges that come with relying on tech in such a nuanced field?
Technology, especially AI, is becoming a powerful tool for personalisation, allowing brands to tailor experiences and adapt quickly to trends. AI can analyse sentiment, detect patterns, and even suggest the best way to engage specific demographics. However, I think that the challenge lies in the limits of automation. Community engagement requires human touchpoints to grasp the subtleties of cultural context, emotional cues, and even local humour. Tech can amplify our reach, but understanding context and connection is still very much a human skill, so I’m going to strive to hold on to that human touch throughout our work at all cost.
2. What do you think is the most under-discussed factor in creating strong, impactful communities today? What would you say to brands who may be overlooking this?
Consistency. I think brands often focus on the “big moments,” but true engagement comes from a steady rhythm of reliable interactions that build trust over time. Communities respond to familiarity and reliability, so showing up in small but meaningful ways is essential. ‘Surprise and delight’ is also an impactful way to reward audiences for their ongoing contributions. For brands that overlook this, I’d say: don’t underestimate the power of consistent, well-aligned content that reinforces your brand’s core message regularly—it’s essential to lasting engagement.
3. From a thought leadership perspective, what does it take for a brand to establish true authenticity with international audiences? Are there specific values or approaches that tend to resonate universally?
Authenticity often hinges on transparency, consistency, and empathy. Brands that openly communicate their values, act consistently, and show they understand local needs gain more trust. Universally, audiences appreciate honesty and social responsibility, so values like sustainability, fairness, and inclusivity resonate well globally. In all regions, people want to feel that brands aren’t just there to sell but to contribute positively to their lives.
4. What are some upcoming global or cultural trends that you think brands should be paying attention to when developing community strategies?
Sustainability continues to dominate, but it’s evolving beyond eco-friendly products to include transparency in sourcing, ethical production, and corporate responsibility. Inclusivity is another—audiences expect brands to be accessible and to represent diversity authentically. Also, the shift to “slow consumption”, with a focus on quality over quantity, is growing, especially among younger generations who value experience over material. These trends are reshaping consumer expectations, so aligning community strategies with these values can be a game-changer.
5. In your view, how important is linguistic nuance in fostering authentic engagement within global communities? Are there any underappreciated aspects of language and localisation that you think more brands should consider?
Linguistic nuance is crucial—it’s not just about translation but tone, formality, and cultural context. A direct translation might miss the emotional resonance of the original message. Brands should also consider regional dialects and colloquialisms, as they add relatability and authenticity. Local idioms or expressions, when used correctly, make communities feel uniquely understood, strengthening bonds and enhancing engagement.
For me, this isn’t just theory—it’s personal. Coming from a linguistics background and being German, I’ve always been fascinated by the power of language in connecting people. Having lived in Barcelona for many years and then moving to the UK eight years ago, I’ve experienced first-hand how language and cultural adaptation shape relationships. This real-life experience, combined with my professional journey, has shown me just how transformative it can be when brands truly embrace linguistic and cultural nuances.
From cultural nuances to cutting-edge technology, Mona’s insights offer a comprehensive look at what it takes to build thriving global communities. Whether you’re entering a new market or evolving your approach, keeping authenticity and adaptability at the core of your strategy is essential. If you missed Part 1, make sure to check it out for foundational insights on navigating cultural differences and tailoring regional strategies.
Looking to strengthen your global community strategy? Get in touch with us to explore how we can help you achieve success on an international scale.
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