Bilingual marketing is the way forward, according to more than three quarters of the Welsh population.

In a survey commissioned by the Welsh Language Board 1,011 people were asked to state their views about the importance of the Welsh language. When asked to respond to the statement that bilingual adverts and marketing is important, 76% agreed. Only 11% of those taking part identified themselves as fluent Welsh speakers.

Other findings showed that 82% believed that the Welsh language is something to be proud of, and 81% believed that it is important to train staff to learn Welsh.

Announcing the results of the survey today, Chief Executive of the Welsh Language Board, Meirion Prys Jones, said::

“This is proof that the Welsh language is a source of pride to the people of Wales, and something they value, regardless of their own ability to speak the language. One of the most significant findings, perhaps, is the one referring to bilingual marketing. Every year more and more businesses chose to extend their use of Welsh, and this is done by getting to know their customers and catering for their customers’ needs. It is usually successful businesses and market leaders who provide the most extensive bilingual services.

“Within the last few months, bold steps have been taken to place Welsh central to companies’ technological developments; take the bilingual self-service tills at Tesco and Marks and Spencer’s or the Welsh language web pages by HSBC and Nat West for example. Businesses such as BT, Barclays, Borders and First Great Western have all produced Welsh language policies. These are just a handful of examples; the truth is that the Welsh language is becoming increasingly important to the private sector, and all kinds of businesses take lead from these companies.

“There is much emphasis on locality and locally sourced produce these days, and the Welsh language is a fantastic tool to communicate to the public that a business is committed to its local community. The language gives a business or produce something extra and local authenticity.”