For years, brands have been chasing the coveted millennial market for their size, influence, growing incomes and their insatiable appetite for digital media.
But now, the eldest millennials are approaching 40 and we see marketers shifting their attention to “generation z.” Loosely defined as those born after the turn of the century, this cohort grew up in our social, mobile and digitally-connected world.
They communicate with text messages and, increasingly with emojis – single images that convey emotion such as a wink, a smile or a heart.
Brands are using emojis to communicate with their target audience, to infiltrate their mobile phones, to demonstrate that they are on top of the latest communications trends, and also to convey messages in elegantly simple ways.
In this example, Budweiser used Emojis to celebrate the American 4th of July holiday:
