Business leaders say Puerto Rico companies seeking to expand into international markets must adapt their communication and marketing to the cultural and linguistic nuances of each destination, or risk losing sales. Patricia Zylberman, Managing Director of Sherlock Communications, said Latin America is often viewed as a single market, but each country has its own relationship with media, brands and digital consumption.
Sherlock’s Bad Language Report 2024 found that 77% of Latin Americans surveyed had stopped buying from international companies because of avoidable communication errors, such as machine translations and imagery that did not represent the local audience. Companies with online sales lost an average of $154 per person, largely because 45% of consumers suspected the site was a scam.
Alan Taveras, president of the United Retailers Center (CUD), said communication problems were among the main errors he saw in brands seeking other markets while at Brands of Puerto Rico. He recommended a multi-step process starting with market research, a step small and medium-sized enterprises often limit because of budget constraints. He noted artificial intelligence tools can lower costs and stressed understanding memes, the influencer ecosystem and timing in digital communication.
Ramón Vega Alejandro, Executive Director of Puerto Rico Manufacturing Extension (Primex), said companies can consult Puerto Rico residents of other nationalities and must consider labeling wording and promotional materials. In fiscal year 2026, Puerto Rico exported $59.7 billion in products; 80% went to the United States, followed by Belgium (3.2%), Spain (3.2%), the Netherlands (3.1%) and Brazil (1.5%).
About 68 million people of Latino or Hispanic origin live in the U.S. Vega Alejandro favors alliances with firms already established abroad and said a shrinking population, projected at about 2.2 million by 2025, means companies must start exporting soon.