The English language is constantly shifting, with merging communities and tech making it evolve faster than ever; 86% of British parents think teens speak a different language on social media. So how can brands use words, emoticons and colloquialisms to better communicate with their audiences?

Cadence is a service offering a league of interpreters who fill the communication gaps in international business dealings. In a global shift towards welcoming other languages, rather than asserting the dominance of English, it's making sure nothing gets lost in translation.

The dominance of English in technology has been criticised by cultures that use other languages. Yet while it’s an annoyance for French or German people to have their mother tongue sometimes overlooked, the problem is more severe for Icelanders – it may lead to their language dying out.

The French have fiercely defended their language for centuries, but via imported TV shows and the internet, English words are infiltrating – 'selfie' and 'troll' now appear in the two most popular French dictionaries. But in a nation with notoriously poor English skills, how can the French adapt?