Your American Customers Might Not Speak English​

For most people, the United States is naturally thought of as an “English-speaking country”: everyone speaks English as their mother tongue, and English solves every problem. But in reality, as the world’s largest immigrant nation, America’s linguistic and cultural landscape is far more complex than many have imagined. For businesses, understanding this landscape in detail can help avoid missed opportunities when expanding into the North American market.

The “Non-English” Part of America

According to a 2021 report from the U.S. Department of Health and Human Services, nearly 25.7 million people aged five and above—about 8% of the U.S. population—are classified as having limited English proficiency (LEP). In other words, excluding infants and toddlers, roughly one in ten Americans cannot communicate fluently in English:

• By ethnicity: About 62% of the LEP population is Hispanic, while 22% is Asian.
• By mother tongue: Most Hispanics speak Spanish at home, while Asian LEP communities are more diverse: 7% speak Chinese, 3% Vietnamese, and about 2% each Arabic and Tagalog.
• By geography: In nine states, more than 10% of the population has limited English skills. These include major, economically developed states such as New York, Massachusetts, New Jersey, California, Nevada, Texas, and Florida.

This shows that English proficiency varies greatly by region. Ironically, the more economically developed an area is, the higher its LEP population tends to be. This is because LEP residents are often first-generation immigrants, who are naturally drawn to thriving, multicultural regions.

Spanish: America’s Second Language

As a cultural melting pot, the U.S. is home to extraordinary linguistic diversity. According to 2020 statistics, more than 40 languages are spoken by over 100,000 people each. Among them, Spanish stands out as the undisputed leader after English.

The latest 2023 national statistics show that more than 43 million people in the U.S. over the age of five speak Spanish as their mother tongue—13.7% of the total population. If we include all Spanish speakers, the number rises to 59 million, accounting for over 18% of the population. Put simply, one in five Americans uses Spanish.

Interestingly, if countries are ranked by Spanish-speaking population, the U.S. comes second only to Mexico—placing even ahead of Spain itself.

Geographically, Spanish is particularly prevalent in southern states, especially those bordering Mexico. In California, Texas, and New Mexico, roughly one-third of the population speaks Spanish. In many Hispanic communities, it is the only language used.

The Rising Power of Hispanic Consumers

The significance of Spanish in the U.S. goes far beyond numbers. A 2021 study showed that the U.S. Hispanic population generates a combined economic output of $3.2 trillion. If considered as a standalone economy, it would rank as the fifth largest in the world—ahead of the UK, India, and France.

Hispanics are not just a vital part of the U.S. economy; they are also a culturally distinct group. Ignoring this fact in business strategies means turning away from a massive market.

• Purchasing power: Hispanic purchasing power has grown 80% in the past decade—far outpacing other groups.
• Media habits: Among U.S.-born Hispanics, just 54% prefer English-language news content, while first-generation immigrants overwhelmingly favor bilingual or Spanish-only content.
• Cultural identity: Only 27% of Hispanic consumers feel properly represented in English-language media. Many believe that mainstream content either overlooks their community or reduces them to stereotypes.

Businesses that recognize this cultural and linguistic reality have achieved notable success. For instance, Telemundo and NBCU launched Spanish-language Super Bowl broadcast in 2022, boosting Hispanic viewership by 51% compared to 2021.

Conclusion

America’s diversity extends beyond language, shaping culture and society at every level. For businesses, this means that not every U.S. consumer speaks—or even prefers—English. Ignoring non-English speakers risks losing access to trillion-dollar markets and untapped growth. Incorporating multilingual and multicultural strategies into product design and marketing—and building trust by communicating in consumers’ mother tongues—will be key to success in the global marketplace. For international brands, this is not just a strategy but a critical competitive edge.