# Functional Emoji Brands employ emojis as convenient marketing and purchasing tools. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 7, 2017 | Category: [Art & Design](https://www.trendhunter.com/pro/category/modern-art-and-design-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/functional-emoji ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 14 to Dec 6, 2017 - Published: Dec 7, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Functional Emoji trend ### Emojis as Functional Tools Brands are leveraging emojis as tools for consumers to conveniently make purchases, book services, and donate to causes. ### Emotional Ratings Apps are integrating rating systems that reflect user input with emojis to add a more personal and emotional element. ### Emojis for Engagement Emojis are being implemented by brands to create a more engaging and interactive experience for users. ## What the Functional Emoji trend means for industry ### For 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 for Functional Emoji Trend score 3.6 out of 10, from popularity 57%, activity 44%, freshness 8%. - Popularity: 57% - Activity: 44% - Freshness: 8% ## Examples of the Functional Emoji trend 6 featured examples from Sep 14 to Dec 6, 2017. - [Millennial Checking Apps](https://www.trendhunter.com/trends/jpmorgan): JPMorgan Has Developed a Banking App For Millennial Generations (Category: Tech) Implication: 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… - [Emoji Hotel Bookings](https://www.trendhunter.com/trends/hotel-room-booking): Marriott Hotels' Slack Extension Simplifies Hotel Room Booking for Groups (Category: World) Implication: The hospitality industry can benefit from disruptive innovations that enhance customer experience and streamline their services for group bookings. - [Emoji-Based Travel Platforms](https://www.trendhunter.com/trends/emoji-search): KAYAK's New Emoji Search Feature Makes Searches More Engaging (Category: Tech) Implication: Travel and tourism companies can embrace emojis to create a more fun and engaging experience for customers, in both search and booking stages. - [Emoji-Based Meal Campaigns](https://www.trendhunter.com/trends/meal-campaign): EmojiMeals Uses Emoji Meals to Feed Real Children in Need (Category: Life-Stages) Implication: Opportunity for nonprofits to leverage interactive digital platforms like EmojiMeals to engage donors and raise funds for social causes. - [Millennial-Friendly Banking Apps](https://www.trendhunter.com/trends/goldman-and-chase): Users Can Rate Purchases with Emojis in Goldman and Chase's App (Category: Lifestyle) Implication: The banking industry can leverage the trend towards emotional and personalized digital platforms and incorporate more customer-centric features. - [Emoji Activism Extensions](https://www.trendhunter.com/trends/social-action-project): This Social Action Project Shows How to Get Involved with World Issues (Category: Social Good) Implication: Social media companies can create features and algorithms to facilitate social activism. ## Recent trend clusters - [Oven Aesthetics](https://www.trendhunter.com/protrends/decorative-casserole-dishes) (Art & Design) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Art & Design - [Park-Model Tiny Homes](https://www.trendhunter.com/trends/park-model-tiny-homes) - [Handmade Craft Tradeshow Initiatives](https://www.trendhunter.com/trends/ny-now-handmade-division) - [Recycled Neon Light Sculptures](https://www.trendhunter.com/trends/encore-encore) - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) All articles: [Art & Design](https://www.trendhunter.com/artdesign)