The English language once distinguished between formal and informal forms of address using the pronouns "you" and "thou."
The "you" form served as the formal, respectful version, often used to address superiors, strangers, or in polite conversation.
In contrast, "thou" was the informal equivalent, used in more casual or familiar contexts, such as speaking to close friends, family members, or social inferiors.
However, by the 17th century, "thou" began to fall out of common usage, largely replaced by the more versatile "you," which came to be used universally in both formal and informal contexts.
Despite its decline in everyday speech, "thou" did not disappear entirely. It was preserved in certain archaic and ceremonial contexts, such as religious texts, poetry, and other forms of formal writing, where it retained an air of antiquity and solemnity.
Although today English does not differentiate between the formal and familiar “you” forms, many other languages do, presenting me and other marketing specialists and copywriters with sometimes difficult choices.
So, if one of your company’s growth strategies rests on localisation, this is something you have to seriously consider in your corporate communication.
In this publication we will talk about:
- Implicit differences in adress across languages
- Why knowing those is important
- How can you make your corporate communication match your audience’s expectations
Linguistic and cultural differences between different regions are so pronounced that not being aware of them could lead your business into trouble.
“The absence of the [formal] “you” form in Latvia freaks me out. Everyone uses only the [familiar] “you””. We hear a lot of such comments from our Russian-speaking clients in Latvia, our home country.
Of course, companies are not trying to be rude, they just don’t get the essence of the polite form for the native speakers.
So, a discussion on the use of formal and familiar forms of address in marketing and client relations goes on.
While the discussion — and the problem itself — may be hard to understand for native English speakers, it’s a real issue in Slavic and Baltic languages, as well as in some other Indo-European tongues.
What makes it really complicated is that it’s not just about grammar, but also about the communicative traditions of different regions.
In Russia, the formal “you” form (вы) is considered to be the optimal choice when addressing a client, while the familiar “you” (ты) is reserved for friends and acquaintances.
What’s more, if you want to be really polite, you have to start “Вы” with a capital letter (but, to make it even more puzzling, this is only if you are referring to a single person, not a group).
Take the same Russian language to neighbouring Latvia, and the cultural norms miraculously transform — here, “вы” is often considered to be too formal and cold.
So clients are regularly addressed informally when using online stores, social networks, corporate websites and even bank apps, which leads to some being offended, or at least surprised (“do we know each other?!”).
Looking at the "You" Form Across Europe
Across Europe, traditions vary widely, but the general rule is: the further south you go, the less formal communication is.
In Germany, the informal “du” is somewhat less acceptable than its analogue “tu” is in France, although
both of these languages privilege the formal address (sie, vous) for people one doesn’t know closely.
Italy, by contrast, is well-known for its extremely informal communication habits.
There, if someone says “Ciao, bella!”, they’re not necessarily trying to pick you up: it’s common to be addressed like this in a food store.
If you come from the north of Europe, blushing and embarrassment are guaranteed.
Beware of Familiarity
So, what is the takeaway for corporate communication from all of this?
First, when entering a new market, do your research on communication traditions. Hiring local professionals will certainly cost you less than making mistakes.
Second, don’t be too obsessed about making direct address to customers the central (or only) way of communicating your brand’s tone of voice.
There are many other channels through which your brand can express to your audience that it is open, friendly and accessible.
Take your time to explore these options of tone and style with communication professionals you trust, as you can’t rush building your brand’s identity and character.
