As marketers continue to grapple with how to communicate with younger markets – millennials and Generation Z specifically – more and more do’s and don’ts come to the fore. In an article published on Media Update, Michelle Jones, head of content at Rogerwilco, recently warned marketers against using emojis when communicating with the younger markets. She says emojis come across as inauthentic to millennials and Generation Z, with the result that they are unlikely to engage with brands that use them. Specialist agency HDI Youth Marketeers recently conducted research on the topic of emojis among the members of the company’s Junior Board of Directors. “We spoke to our board, which is made up of sharp-thinking kids, teens and young adults (with 12 on each board) and they all agreed that brand communication must always be authentic and that there are definite rules around when and how to use emojis,” reports MD Catherine Bothma.
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