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Cracking the U.S. market

June 6, 2024

Welcome to the challenge of cracking the U.S. market! If you're a Dutch company planning to expand stateside, understanding American market segmentation is crucial. Whether you're in consumer goods or energy, grasping these nuances is key to success.

Understanding Brand Localization

Translating your brand from the Netherlands to the diverse U.S. market requires recognizing regional preferences. For example, the direct Dutch communication style might seem blunt in conservative U.S. regions.

The Need for Localization:

  • Embracing Cultural Diversity: The U.S. is a mosaic of cultures. The Hispanic community, with a projected buying power of $1.9 trillion by 2023, illustrates significant opportunities.
  • Overcoming Cultural Barriers: Adjust your strategies to align with American norms. What works in Rotterdam may need a softer touch in Southern states.
  • Preserving Your Brand Identity: Adapt without losing your brand’s essence. Think of it as adjusting a chameleon's colors, not changing its nature.

Strategic Localization Approaches:

  • CPG: The U.S. CPG market is valued at over $635 billion. With 73% of consumers willing to pay more for sustainable products, Dutch companies must consider these preferences.
  • Energy: Navigating state regulations is key. States like California lead in renewable energy, presenting opportunities for innovative Dutch solutions.
  • Manufacturing: The U.S. manufacturing sector emphasizes automation. Dutch firms can contribute to workforce development with a projected 2.1 million jobs unfilled by 2030.

Final Thought:

Mastering brand localization is essential for Dutch companies to connect deeply with U.S. consumers. At Gel, we integrate brands into new markets, embracing thoughtful localization strategies for thriving in the dynamic U.S. marketplace.

Ready to transform your brand into a trusted player in the American market? The right blend of insight, adaptability, and local expertise can pave the way for lasting success. Contact Patricio Fuentes at for information.

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