Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Functional
Emoji
Brands employ emojis as convenient marketing and purchasing tools.
3.6
Trend score
Trend
What is the Functional Emoji trend?
Functional Emoji: Brands are inserting emojis into their apps, not only as rating systems, but as functional tools that allows consumers to book, donate or pay for various items. This shift serves two benefits – it offers a sense of familiarity and enhances user experience for younger consumers accustomed to communicating with emoji's, while simultaneously streamlining the purchasing process.
Trend themes
Themes within the Functional Emoji trend
Three behaviours holding the trend together01
Emojis as Functional Tools
Brands are leveraging emojis as tools for consumers to conveniently make purchases, book services, and donate to causes.
02
Emotional Ratings
Apps are integrating rating systems that reflect user input with emojis to add a more personal and emotional element.
03
Emojis for Engagement
Emojis are being implemented by brands to create a more engaging and interactive experience for users.
Industry implications
What the Functional Emoji trend means for industry
Where the trend changes the playbookFor
Hospitality
Emojis are being used to streamline hotel bookings and meal ordering in the hospitality industry, creating opportunities for more efficient service and a better experience.
For
Finance
Mobile banking apps are implementing emojis to cater to the needs and preferences of Millennials and Gen Z, presenting opportunities for more personalized and emotionally driven financial management services.
For
Social Activism
Browser extensions and social action projects are leveraging emojis to get young people involved in social justice issues, presenting opportunities for more effective and engaging activism initiatives.
Workshop question
How can your brand adapt to the communication styles of various demographics?
Trend signals
Trend signals for Functional Emoji
Trend score 3.6 out of 10, from popularity 57%, activity 44%, freshness 8%.
Popularity57%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Functional Emoji trend
6 featured examples from Sep 14 to Dec 6, 2017CategoryTech
Millennial Checking Apps
JPMorgan Has Developed a Banking App For Millennial Generations
With new technology implementations, finance companies are able to tailor services and experiences specifically to the Millennial demographic's use of digital channels and compell…
CategoryWorld
Emoji Hotel Bookings
Marriott Hotels' Slack Extension Simplifies Hotel Room Booking for Groups
The hospitality industry can benefit from disruptive innovations that enhance customer experience and streamline their services for group bookings.
CategoryTech
Emoji-Based Travel Platforms
KAYAK's New Emoji Search Feature Makes Searches More Engaging
Travel and tourism companies can embrace emojis to create a more fun and engaging experience for customers, in both search and booking stages.
CategoryLife-Stages
Emoji-Based Meal Campaigns
EmojiMeals Uses Emoji Meals to Feed Real Children in Need
Opportunity for nonprofits to leverage interactive digital platforms like EmojiMeals to engage donors and raise funds for social causes.
CategoryLifestyle
Millennial-Friendly Banking Apps
Users Can Rate Purchases with Emojis in Goldman and Chase's App
The banking industry can leverage the trend towards emotional and personalized digital platforms and incorporate more customer-centric features.
CategorySocial Good
Emoji Activism Extensions
This Social Action Project Shows How to Get Involved with World Issues
Social media companies can create features and algorithms to facilitate social activism.
