With the advent of chatrooms ... people are using the internet to communicate in a way which has never possible before, but wait, a dilemma! How do you convey a smile, sarcasm, or a casual shrug of the shoulders!? Cue the first version of what has become the emoji - emoticons. A simple :-) let people know you were happy, :-( the opposite, and for those who really knew their stuff ¯_(ツ)_/¯ showed you weren't fussed either way.
As time has moved on, those simple hyphens and brackets have transformed into something entirely different - a colourful collection of icons that, let’s be honest, we probably all use far more than we should. Many would argue that today’s emojis have become a universal language, transcending the barriers of text-based communication by adding emotional nuance to messages, no longer needing words to convey meaning. Take as an example Andy Murray's 2018 tweet to his followers keeping them up to speed on his itinerary for his wedding day:
However, despite their widespread use, emojis can lead to misunderstandings, especially when used across different cultures, age groups, or genders. This is something to be especially careful of in professional settings. A business deal could go south pretty fast if the angel emoji you intended to suggest honesty and kindness is misinterpreted as something far more sinister. At Yopla we treat that risk exactly the same way we treat process risk in a Digital Maturity Audit: map it, measure it, and build guard-rails.
Let’s dive into how, why, and where these little icons might cause problems, and why you should think twice before giving that thumbs up.
A Brief History of Emojis
The more popular emoticons became, the more people started to wonder how they could take things up a notch and get more icons into our messages. That’s when the first set of emojis made its debut in 1997 on a Japanese pager-like device called the J-phone. Just two years later, Shigetaka Kurita created a set of 176 emojis for mobile phones, kicking off the global emoji craze we know today.
As emojis spread around the globe, they quickly evolved into a new form of expression, with each culture putting its own unique spin on their meanings. What might be a friendly gesture in one country could mean something entirely different somewhere else. This cultural divergence became so significant that in 2017, the world saw the appointment of its first-ever emoji translator, Keith Broni. His job? To navigate the tricky waters of emoji interpretation and help bridge the gap between different societies, highlighting just how complex these little icons can be when used across the globe.
Research has shown that our cultural backgrounds significantly influence how we interpret emojis. A study from the University of Nottingham highlighted that people from different cultures often perceive the same emoji in varied ways. For example, in Western cultures, there's a tendency to focus on the mouth when interpreting facial expressions, while in Eastern cultures, the eyes take centre stage.
This idea was further supported by a 2020 paper published in Cyberpsychology, Behavior, and Social Networking, which confirmed what many had long suspected - different cultures interpret emotional cues differently, especially when it comes to the eyes versus the mouth. The researchers worked with 427 participants from Western Europe and North America (Westerners) and East Asia (Easterners), presenting them with nine emojis featuring different combinations like happy eyes/happy mouth, happy eyes/sad mouth, sad eyes/happy mouth, and so on.
The findings were interesting: while Easterners and Westerners saw eye-to-eye when the eyes and mouth conveyed the same emotion, their interpretations diverged when the emojis sent mixed signals. Easterners tended to focus more on the emotions shown in the eyes, while Westerners looked to the mouth for clues. The research suggested that in collectivist cultures, like those in East Asia, people are more attuned to subtle facial cues found in the eyes. In contrast, in individualistic cultures, where self-expression is more common, the mouth is the go-to for reading emotions. Small symbol, big stakes - just like a Tech-Stack Selection decision gone wrong.
In China the slightly smiling emoji is not really used as a sign of happiness at all. As it is by far the least enthusiastic of the range of positive emojis available, the use of this emoji instead implies distrust, disbelief, or even that someone is humouring you.
While earlier studies suggest that people perceive smiley face emojis similarly to actual smiles, more recent research shows it’s not so simple. A 2017 study published in the Journal of Cross-Cultural Psychology explored how exposure to emojis influences their interpretation.
The study compared participants from Japan, a country with high emoji exposure, to those from Tanzania and Cameroon, where exposure is much lower. Participants were shown images of emoticons, emojis, and real faces displaying happy, neutral, and sad emotions and asked to identify the emotions.
The findings revealed that while all participants could equally identify emotions on real faces, those from Tanzania and Cameroon struggled more with interpreting emoticons and emojis compared to their Japanese counterparts. The study also highlighted the significant difference in internet usage: 94.3% in Japan versus just 20.7% in Cameroon and 5.4% in Tanzania, suggesting that internet availability plays a major role in how people from different countries perceive emojis in communication.
Generational Differences
Research indicates that younger generations, such as Millennials and Gen Z, have a more nuanced understanding and frequent use of emojis compared to older generations like Baby Boomers and Generation X.
A recent CNN survey found that younger participants often use emojis to convey emotions and add depth to their messages, while older individuals may struggle to connect certain emojis with their intended meanings. Many Baby Boomers reported difficulties in understanding the emojis commonly used by younger people, highlighting a significant generational gap in emoji literacy.
One reason for these differences is the context in which emojis are used. Younger generations have grown up in a digital environment where emojis are an integral part of communication, frequently using them to express emotions and make conversations more engaging. In contrast, older generations may approach texting with a more functional mindset, focusing on conveying information rather than emotional expression.
With younger users more likely to use emojis in playful or ironic ways, sometimes employing them in ways that contradict their traditional meanings, it can cause confusion among older users who may interpret emojis more literally. A recent survey revealed that about 78% of respondents reported feeling confused by someone else's use of an emoji, illustrating how these generational differences can lead to miscommunication, especially in professional settings where clarity is essential.
In professional contexts, these disparities can pose significant challenges. Misinterpretations of emoji use can lead to misunderstandings in communication, potentially affecting collaboration, productivity and potentially having an unintended business impact. For instance, a simple thumbs-up emoji may be seen as a positive affirmation by younger team members, while older colleagues might view it as dismissive or lacking engagement.
Bridging that gap inside a project team is the kind of “people-before-platforms” work we tackle during Mapping.
When it comes to emojis, the platform you use can greatly affect how they’re interpreted and the emotions they convey. Although emojis are based on a universal code called Unicode, each platform - whether it's Apple, Google, Microsoft, or others - designs these icons differently. This variation can lead to misunderstandings, as highlighted by Tigwell and Flatla, who found that the same emoji can look quite different across platforms, potentially altering its intended meaning.
Take the "winking face" emoji, for example. On one platform, it might look friendly and playful, while on another, it could seem suggestive or even creepy. Such differences can cause confusion, especially in professional settings where clear communication is crucial.
The grimace face emoji across different platforms
17.7% of messages containing emojis would be edited or not sent at all if users knew how their emojis appeared on different platforms.
A study by Rodrigues et al. found that emojis on iOS are often seen as more aesthetically pleasing and meaningful compared to those on Android. This suggests that the choice of device not only affects emoji design but also how users interpret them!
Tip: screenshot your teams' most-used emojis on iOS, Android and Teams, then share during onboarding - a micro-habit we bake into Implementation sprints.
The Ones to Avoid!
So, we've discussed some of the reasons behind different interpretations of emojis, but which ones should you really think twice about before using? It’s important to consider that certain emojis carry meanings that can vary widely depending on the context, culture, and even the platform you're using. Here are a few you should be particularly mindful of!
The Waving Hand
A waving hand might seem like one of the most innocent gestures in the Western world - it’s hard to imagine it meaning anything other than “hello” or “goodbye.” But if you’re chatting with people from China, South Korea, or Pakistan, you might want to think twice before sending that friendly wave.
In China, a hand wave might still mean “goodbye,” but it packs a much bigger punch - it’s often used to break up relationships or end friendships, especially in chat apps. So, that cheerful wave could be the digital equivalent of a breakup text.
In South Korea, while the wave won’t necessarily end a friendship, it might not win you any fans either. Waving your hand with your palm facing outward is how you beckon dogs and other animals. Aim that gesture at a person, and you might just find yourself on the receiving end of some seriously unimpressed looks.
Even worse, using this gesture in Pakistan is like firing off a string of creative curses. It’s an insult, plain and simple, and might leave you with more than just hurt feelings - like a black eye, perhaps.
The Clapping Hands
Clapping hands to applaud something or someone has been around since the days of the Roman Empire, and it's one we still often use with gusto. Today, we often send the clapping hands emoji to friends, colleagues, or even strangers, when we want to congratulate or cheer them on. But before you hit send, be aware ... if you’re in China, that friendly applause might be taken as an invitation to the bedroom rather than the boardroom.
In China, the clapping hands emoji has a rather different, and decidedly more intimate, connotation. Instead of a round of applause, you might unintentionally be suggesting something a bit more personal. So, while your intentions might be all about encouragement, your Chinese colleague might read it as something that’s definitely not safe for work!
The OK hand emoji
Another seemingly innocent gesture, the OK hand emoji, is one you should definitely handle with care. Whether you’re using it in team chats or in real life, this emoji can cause a lot more trouble than it’s worth in certain parts of the world.
Let’s start with Brazil - where flashing the OK sign isn’t exactly, well, OK. According to the New York Times, it has “scatological” connotations and is seen as the equivalent of giving someone the middle finger. So, if you don’t want to accidentally insult your Brazilian colleagues or clients, it’s best to give this emoji a wide berth.
In many parts of Europe, this emoji takes on yet another meaning. Instead of signalling that everything’s fine, it actually signifies ‘zero’ or ‘worthless.’ Imagine the horror of sending someone the OK emoji after they’ve asked you to review their work - what you meant as approval could come across as the complete opposite!
And it doesn’t stop there. In many Arabic countries, when paired with certain movements, this gesture is linked to the evil eye, implying that you’re cursing the person it’s directed at, and in the US, the gesture has taken a dark turn. In recent years, it’s been co-opted by alt-right groups and has become associated with white supremacist movements. The consequences can be serious - just ask Zina Bash, a White House employee who found herself at the centre of a conspiracy theory after she accidentally rested her hand in a position resembling the OK sign during a public event. The fallout was intense, showing just how sensitive this symbol has become.
Given the potential for misunderstanding and the number of people you could unintentionally offend, it might be wise to avoid the OK hand emoji altogether. After all, with so many other ways to show your approval, why risk the trouble?
The sign of the horns emoji
In many countries, the sign of the horns is synonymous with heavy metal and rock ‘n’ roll, a gesture that says “rock on” or “hardcore.” It’s a symbol of musical rebellion and high energy that you might throw up at a concert or even in a fun text to a fellow music lover. However, before you start flashing those horns everywhere, there are a few places where this gesture might get you into hot water.
In several European and Latin American countries - like Spain, Italy, Greece, Colombia, Portugal, Brazil, and others - the sign of the horns is anything but a cool nod to rock music. Instead, it’s considered a highly offensive gesture. The reason? In these regions, the word used to describe a man who is being unknowingly cheated on by his wife is “horned.” So, flashing this sign could suggest that someone is being cuckolded, which is a surefire way to deeply offend them.
So, if you’re not sure whether the person you’re communicating with is a rock fan—or if you’re chatting with someone from one of these countries—you might want to think twice before using the sign of the horns emoji. What’s meant as a harmless “rock on” could be interpreted as something much more insulting.
While the sign of the horns is a fun and rebellious symbol in some contexts, it’s definitely a gesture to use with caution, especially if you’re not in a crowd of fellow metalheads.
The Thumbs Up
With the rise of social media and the ubiquitous “like” button, the thumbs up gesture has become a go-to symbol of approval across much of the world. In the West, it’s a simple, positive way to say “good job” or “all good.” However, before you start giving the thumbs up to everyone, everywhere, it’s worth noting that this gesture doesn’t carry the same friendly meaning in every culture.
In countries like Greece, and parts of the Middle East, and some areas of Africa, the thumbs up can take on a whole new (and not-so-friendly) meaning. Take Iraq, for example - flashing a thumbs up there is roughly equivalent to giving someone the middle finger in the West. It’s not exactly the kind of message you want to send, especially if you’re trying to keep things friendly.
While this negative connotation is mostly contained to the Middle East, it’s still a good idea to be cautious when using the thumbs up gesture outside of Western contexts. Just imagine your Greek client asking if you’ve finally finished that big project, and you respond with a thumbs up emoji. Instead of seeing it as a sign of completion, they might interpret it as something far less polite!
So, while you’re likely safe using the thumbs up with people from Western countries, it never hurts to do a bit of research first, especially if you’re communicating with someone from a different cultural background.
The Angel
The angel emoji - whether you know it as a putto, cherub, or cupid - seems like the perfect way to express love, and innocence. After all, what’s more adorable than a haloed cherub? But if you’re chatting with someone from China, you might want to think twice before hitting send on this seemingly sweet emoji.
In China, the meaning of this emoji takes a dark turn. Instead of symbolising innocence or love, angels are often associated with death. So, while you might think you’re sending a message filled with charm, your Chinese colleague could interpret it as a grim omen or even a death threat ... not (we're guessing!) exactly the message you want to convey in a friendly chat!
Unless you’re intentionally aiming to send an ominous message, it’s best to avoid using the angel emoji in conversations with anyone from China. There are plenty of other ways to share a little love or cuteness without accidentally invoking the Grim Reaper!
The Hospital (?)
It’s easy to see why anyone outside of Japan might use this emoji to indicate a hospital or to wish someone a speedy recovery. After all, it’s a building with a heart on it, and some versions even have a big letter "H" on the front - everything about it screams “hospital,” doesn't it? Well, not quite.
The official name of this emoji reveals its true identity - it’s actually a love hotel! Yep, in Japan, this seemingly innocent emoji takes on a whole new meaning. Love hotels are places where couples can rent a room by the hour for some private time, making this emoji a lot more risqué than you might have intended.
You’re most likely perfectly safe using this emoji to mean “hospital” when chatting with people from most other countries, but you’ll want to think twice if you’re messaging someone from Japan. Instead of wishing them a quick recovery, you might accidentally be inviting them to a romantic rendezvous!
If you’re looking to wish a Japanese friend or colleague well, it might be best to stick to more traditional emojis. Unless, of course, you’re hoping for a different kind of response - just be prepared for some serious confusion if that misunderstanding isn’t cleared up
The Serious Side
Sending a misinterpreted emoji might seem like just a minor blunder, but it can actually have serious consequences. In the U.S. alone, over 1,000 legal cases have referenced emojis in court documents, which means that judges are now having to set precedents on how these digital symbols should be interpreted in legal contexts. This trend highlights just how important it is to be mindful of how emojis are used, especially when the stakes are high. Here are just a few examples where emojis have got the sender into hot water:
This was a significant moment in Australian legal history, marking the first time an Australian court considered whether an emoji could be defamatory. The case involved a "zipper-mouth face" emoji 🤐 used by Adam Houda in a tweet aimed at Zali Burrows. Judge Gibson ruled that the emoji could indeed convey defamatory meanings, leading to Burrows winning the case and being allowed to amend her defamation claim. This set a precedent in how digital symbols like emojis are interpreted in legal contexts.
The Dahan v. Haim case, decided in 2017 by Judge Amir Weizebbluth in Israel, involved a landlord, Yaniv Dahan, who was misled by a couple's enthusiastic text filled with emojis, leading him to believe they intended to rent his apartment. When the couple backed out, Dahan sued for damages. The court ruled that while the emojis didn't create a binding contract, they did convey optimism that led Dahan to rely on their intent, resulting in the couple being ordered to pay 8,000 shekels.
In Apatoff v. Munich Re, Elaina Apatoff, who took medical leave for asthma, was terminated after her employer received a tip and confirmed through a private investigator that she was doing yard work during her leave. Munich Re claimed they made an "honest mistake" in firing her, unaware that her doctor had recommended exercise. However, internal emails with smiley face emoticons indicated that the managers were pleased about her termination. The court found this evidence could suggest the decision-makers were happy to terminate her, which undermined Munich Re's defence.
In 2015, the Houston Rockets' social media manager, Chad Shanks, was fired after a tweet during an NBA playoff game sparked controversy. The tweet featured a gun emoji aimed at a horse, symbolising the Rockets' victory over the Dallas Mavericks (whose mascot is a horse). Though intended as playful banter, it was criticised for being in poor taste, leading to Shanks' dismissal.
As we've seen, emojis have transformed from simple emoticons into a complex language of their own, capable of conveying nuanced emotions and meanings that can vary significantly across cultures and contexts. While they enhance our digital communication, they also carry the risk of misunderstandings, particularly in professional settings where clarity is crucial. The potential for misinterpretation can lead to awkward situations or even serious consequences, as evidenced by various legal cases where emojis have been scrutinised in court.
Understanding the cultural and generational differences in emoji interpretation is essential for effective communication. As we navigate this colourful landscape of digital expression, it’s important to be mindful of the emojis we choose and the messages we intend to convey. By fostering awareness and sensitivity towards emoji use, we can enhance our interactions and avoid unnecessary confusion!
If you'd like to chat about emojis, digital transformation, or anything else, book a meeting today!
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At its heart, a nonprofit technology roadmap is a strategic plan. It is the document that connects your organisation's tech choices directly to its long-term mission and goals. Think of it as the bridge that gets your team from putting out daily IT fires to proactively planning for the future, making sure every pound spent on tech genuinely pushes your impact forward.
Why Your Nonprofit Needs A Technology Roadmap
Let’s be honest. A technology roadmap is not just another document to create and file away. For a nonprofit, where every hour and every pound is precious, it is a powerful tool for achieving real operational clarity and sustainable growth.
All too often, we see brilliant organisations held back by their own systems. Fundraisers cannot pull clean data from the finance team's software. Programme managers lose days manually pulling together reports that should take minutes. The board is left guessing about the organisation's true impact. These are not just minor frustrations. They are major operational drags that burn out your best people and put a ceiling on your mission.
A solid nonprofit technology roadmap cuts straight through that fog. It forces the candid conversations required to close the gap between your biggest ambitions and the reality of your day-to-day work. It shifts the entire conversation from "what's the latest shiny software?" to "what problems do our people need us to solve?".
Moving from reactive fixes to proactive strategy.
Without a roadmap, technology decisions tend to happen in silos. One department finds a tool to solve an immediate pain point, but in doing so, creates a new data-sharing nightmare for everyone else. It is a reactive, expensive, and deeply inefficient cycle.
A roadmap gives everyone a shared vision. It gets your leadership, board, and operational teams all pointing in the same direction with a single set of priorities. This alignment is everything. It means investments are deliberate, properly sequenced, and designed to build on one another. A clear technology plan is also a cornerstone for implementing effective sustainable fundraising strategies for nonprofits and securing your long-term future.
When you take the time to build a roadmap, the core benefits become clear:
Greater operational efficiency. You will quickly spot and eliminate redundant systems and clunky manual workarounds, freeing up your team's valuable time.
Improved decision-making. When your systems are integrated, you get access to accurate, timely data. This leads to much smarter strategic and financial planning.
A stronger case for funding. A clear, strategic plan shows funders that you are a well-managed organisation, making you a far more compelling candidate for grants and donations.
Enhanced team morale. When you give your team tools that actually make their jobs easier, frustration plummets. It empowers them to stop wrestling with tech and focus on the mission-driven work they love.
Ultimately, a technology roadmap is an exercise in building organisational capability. It is about giving your team the tools and clarity they need to deliver your mission more effectively, creating an impact that lasts.
Strategic tech alignment isn't about buying the latest shiny software. It's a leadership practice that ensures every piece of technology you own serves your people, smooths your processes, and pushes your business goals forward.
The goal is to turn your tech stack into a genuine asset, not a cost centre that creates friction.
What Is Strategic Tech Alignment Really?
Too many leaders view technology as an unavoidable expense. The result is a messy collection of disjointed tools. This creates siloed teams, baffling workflows, and the feeling you aren't getting your money's worth. This operational fog makes it tough to make sharp decisions and wastes a shocking amount of time.
Strategic tech alignment flips that script. It treats technology as the final piece of the puzzle. You choose it only after you have a crystal-clear understanding of your people and processes. It’s about creating an environment where technology works for your teams, not the other way around.
The symptoms of misalignment.
How do you know if your tech is out of sync? The signs are usually hiding in plain sight, appearing as daily frustrations rather than big, dramatic failures. Spotting these issues is the first step toward building a more capable and resilient organisation.
Here are a few common red flags:
Duplicate Data Entry. Your team is stuck manually typing the same information into multiple systems because the CRM and finance software won't talk to each other.
Low Adoption Rates. You’ve invested a small fortune in a powerful new platform, but nobody uses it because it just makes their job harder.
Conflicting Reports. Sales and marketing pull completely different numbers for the same metric. This breeds distrust and leads to poor decisions.
Workarounds Become the Norm. Staff lean on spreadsheets and clunky manual processes to bridge the gaps between your disconnected systems.
A people-first foundation.
Real alignment begins with people, not platforms. To grasp strategic tech alignment, it helps to start by understanding the difference between strategic and operational planning. A strategic plan points you in the right direction, while an operational plan maps out the daily work. Your tech has to support both.
This means you need to ask some hard questions long before you think about software. What do our teams need to win? Where are the real bottlenecks killing our flow right now? Answering these questions first gives you a clear brief for the technology you need.
At Yopla, we see this as fundamental. It’s about building digital sovereignty—giving your organisation the internal capability to make smart, sustainable tech decisions for the long haul.
We didn't stumble into this. We didn't wake up one morning and decide to become consultants. And we certainly didn't set out to add to the noise of transformation theatre that's already cluttering up LinkedIn.
No, we meant to build Yopla. Not to chase strategy gigs or offer advice from the sidelines, but to solve something that was driving us all quietly mad.
Between us, we'd led global operations, scaled companies, rebuilt broken systems, and even worked at the edges of elite sport. Across pharmaceuticals, cybersecurity, finance, logistics, contact centres, and translation services, we kept bumping into the same maddening pattern: brilliant teams, trapped in chaos.
The symptoms were always the same. Knowledge scattered across folders, spreadsheets, and someone's memory. Tools that promised the world but delivered confusion. Plans that looked impressive in PowerPoint but fell apart the moment someone tried to actually do them. People spending more time fighting their systems than serving their customers.
So we stopped and asked the question that would change everything: what's really going wrong here?
The Great Tool Obsession
Here's the thing that baffles us: no one walks into a bakery and interrogates the oven specifications. No one shops for a jacket and demands to know which brand of sewing machine was used. But in business? It's all about the kit.
CRM this. Platform that. Endless product demos where everyone nods sagely at features they'll never use. We're constantly told that the tool is the solution. But here's what we learned from years of watching transformations fizzle out: tools don't make the magic. People do.
And the gap between buying a good tool and actually using it well? That's where £millions disappear into the digital equivalent of expensive gym memberships - paid for with enthusiasm, abandoned with embarrassment.
The real kicker is that everyone knows this. Deep down, we all understand that buying software doesn't automatically make you more efficient, just like buying running shoes doesn't make you Mo Farah. But somehow, when it comes to business transformation, we keep falling for the same trick.
So we flipped it. We started with the human layer - the habits, the rituals, the real shape of how work actually gets done. Then we built the technology around that.
What We Built Instead
We took everything we'd learned from the trenches and made it practical. The messy questions became our starting point:
How do you really work? (Not how the org chart says you should)
Where exactly are you getting stuck? (And why does it happen every Tuesday?)
What's getting in your way that you've stopped noticing?
Who actually makes the decisions around here?
From there, we built our method. We call it the Eight-Step Roadmap, and at its heart is something we're rather proud of: the Digital MOT.
Just like your car's MOT, it's a proper diagnostic - but instead of checking your brake pads, we're examining 110 points across your systems, confidence, clarity, culture, and credibility. It's not a quick survey that tells you what you already know. It's a proper look under the bonnet.
Next comes Mapping - and this is where things get interesting. We expose the shadow hierarchies, the undocumented workarounds, and all the real-but-unwritten parts of how your organisation actually functions. The stuff that would never appear in a consultant's slide deck but absolutely determines whether change will stick or slide off.
Then there's Forecasting - measuring everything from behaviours and skills to (yes, really) team typing speeds. Because understanding where change will stick and where it'll bounce off isn't guesswork. It's data.
Only then do we get to strategy and tools. Because, as we've learned the hard way, a hammer's useless if no one knows what they're building.
And once we know what's needed? We write real plans. Proper plans. With task lists, dashboards, prompts, and follow-through. Not transformation theatre - transformation you can actually do, with your existing team, starting Monday morning.
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