A translation firm has acknowledged emoji as the world’s fastest-growing language – and is looking to hire an individual who speaks it fluently. But while an emoji translator might sound like a farce, it's telling of a society in which inter-generational miscommunication is increasingly common.

Online communities are creating and dropping slang faster than ever, and it's losing relevance too quickly to be marketable. With communications becoming more fractured, brands are facing a divide between playing into new phrasings and seeking language with long-term resonance.

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?

Who needs words when you have emojis? Most Gen Yers now believe that these colourful symbols improve our ability to communicate, using them in the majority of all messages sent. In fact, almost three-quarters find it easier to express emotions with emojis than they do with words.