Category
Lifestyle
Assisted Choices
Trend cluster
Category
Productionized
Emoji
Emoji-themed products become key in selling to younger generations.
2.5
Trend score
Trend
What is the Productionized Emoji trend?
Productionized Emoji: The adoption of emojis into the design of typically unrelated products is on the rise, with everything from the fashion industry to grocers employing these visual cues to appeal to consumers. This shift caters to Millennial and Gen Z customers–drawing attention for their familiarity and novelty alike.
Insight
The consumer insight behind the Productionized Emoji trend
Today's Millennial and Gen Z consumers seamlessly switch between formal and informal modes of communication online. In the latter category, progressions in smartphone technology and social media use has resulted in new "languages" that cross traditional language barriers–whether those are in the form of emoticons or "memes". Young consumers today are less likely to trust messaging from large brands because of their preference for authenticity and inclusion in the way brands communicate to them. Thus, brands that are able to effectively cater to their distinct modes of communication and digital habits are more likely to appeal to Millennials and Gen Z.
Trend themes
Themes within the Productionized Emoji trend
Three behaviours holding the trend together01
Emoji Adoption
Adopting emojis into typically unrelated products to appeal to the Millennial and Gen Z customers.
02
Authentic Marketing
Using authentic and inclusive communication to appeal to young consumers and build brand trust.
03
Fruit Packaging Innovation
Creating fun and engaging fresh fruit packaging based on popular fruit emojis for Valentine's Day and other occasions.
Industry implications
What the Productionized Emoji trend means for industry
Where the trend changes the playbookFor
Toy Industry
Innovatively using emojis for product designs such as Play-Doh Poop Troop Play Set.
For
Food Industry
Innovatively using emojis for packaging designs such as Reese's Lovemoji Packages to appeal to Millennials and Gen Z consumers.
For
Fashion Industry
Creating fashion campaigns inspired by emojis design to resonate with younger consumers.
Workshop question
What's an emoji-branded product that your brand could use to appeal to Millennials and Gen Z?
Trend signals
Trend signals for Productionized Emoji
Trend score 2.5 out of 10, from popularity 37%, activity 30%, freshness 8%.
Popularity37%
Activity30%
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 Productionized Emoji trend
4 featured examples from Oct 5, 2018 to Feb 19, 2019CategoryLife-Stages
Emoji-Inspired Clay Sets
The Play-Doh Poop Troop Play Set Lets Kids Create Over 50 Characters
The success of the Play-Doh Poop Troop Play Set points to a potential addition to the toy and game industry's offerings that taps into children's love of toilet humor.
CategoryLifestyle
Valentine's Produce Packaging
Lidl's Fresh Fruit Packaging Features Commonly Used Love Emojis
Supermarkets can create seasonal packaging designs to add a festive touch to their produce section and encourage impulse purchases.
CategoryFashion
Emoji-Themed Fashion Campaigns
Loewe's FW19 Campaign Follows Jonathan Anderson's Direction
The fashion industry can explore the use of emojis and exaggerated themes in their campaigns to attract a younger demographic.
CategoryLifestyle
Emoji-Themed Peanut Butter Cups
The New Reese's Lovemoji Packages Feature Cheeky Emojis
The confectionery industry can access new markets and enhance customer loyalty by creating themed, limited-edition treats that feature popular emojis.
