Kloten-Zurich, 5 January 2025
In 2024, over 100 countries, encompassing nearly half the global population, held national elections. It was the most significant election year in history. The results were that 90% of the sitting governments were voted out! If that is not a clear message from the voters to the political elite of this world!
1. Invest in Tech:
Generative AI is outdated. Agentic AI is new and refers to systems and programs that perform various functions autonomously and can act on employees’ behalf while doing other work; it will enter your office massively. The narrative has changed from fear to embracing AI. If you perform your office tasks, ensure an AI tool accompanies you daily! Policies on retraining and upskilling will become crucial. Technological progress is often accompanied by uncertainty, inequality, and the loss of human dignity. Similar to the 19th century, the debate around AI is not only about efficiency but also about the values and structures of our society. How can we ensure that AI remains a tool rather than a force that undermines human worth? Food for thought…since we need to continue to foster critical thinking.
2. Tariff-driven economy:
A world of conflicts leads to tariff impositions on countries. Countries impose tariffs on imported goods to protect domestic industries, particularly steel, agriculture, and textiles. Some nations prioritize reshoring and nearshoring, using tariffs to disincentivize imports and bolster local production. If that is not enough, carbon tariffs, such as the EU’s carbon border adjustment mechanism and taxing imports on their carbon footprints, will affect consumers. So, be ready for years of inflation, which leads to higher interest rates as central banks tighten monetary policy to curb price increases.
3. Geopolitical Tensions:
US-China relationship: The global consensus is breaking down. We live in a fracturing world with growing populism and nationalism. Ongoing trade and technology rivalries could influence global markets and supply chains, and since COVID-19, we have understood the importance of global supply chains. Regional conflicts, like those in Eastern Europe and the Middle East, will further disrupt international trade.
4. Europe, the old continent, became lazy and fat:
The Continent will continue grappling with demographic challenges, including an aging population and declining birth rates. We added 82 million people to the world population in 2024. In the EU, only 3.7 million babies were born (prediction based on 2023 figures). Factors contributing to the decreasing birth rates remain economic uncertainties, housing challenges, and shifting societal norms. So, continued Euroscepticism and more immigration to deal with labor shortages will dominate the agenda in 2025. Also, the “Green Deal “remains an innovation project in a leaner form.
5. Switzerland:
The future inside or outside the EU will dominate the political debate. Sustainable tourism, focusing on eco-friendly travel experiences, will keep our tourism sector alive. Restrictive measures will be taken against overtourism. As for events, we will host the 69th Eurovision Song Contest in Basel in May 2025. Check the prices of a hotel room in Basel from May 13 to May 17, and you will see what happens. We will host the Women’s EURO 2025 Football Championship in July, with 16 national teams competing across eight host cities. The opening match is on the second of July in Basel again, Switzerland vs. Norway! Hop Hop, Schwiiz!
6. Upskill, reskill, and unlearn:
Skills-based hiring has been one of the biggest trends in HR over the last few years. Companies will continue to refine hybrid work models, ensuring flexibility while maintaining productivity and collaboration. Microlearning, which is short, focused learning modules, will dominate and be delivered through mobile-first platforms that integrate seamlessly into employees’ workflows. HR will increasingly manage a mix of full-time employees, freelancers, and global gig workers to ensure that Generation Z finds the workplace purposely driven!
7. TV and Cash continue to disappear:
Streaming platforms are replacing traditional broadcast TV. Linear TV’s market share continues to shrink as younger generations prefer digital-first content, and traditional TV may retain only niche relevance for sports events, news, or elections. And advertisers are following the road to digital platforms.
The move toward a cashless society is not new; it will only accelerate in 2025 since it is cheaper for businesses. However, in times of uncertainty, cash remains critical during technology failures or emergencies. Still, keeping some money under the mattress this year will be brilliant!
8. The erosion of the middle class:
This process continues due to pressures from economic, technological, and societal shifts. Without significant intervention, the rich will become more prosperous, and societal divides will remain. New technologies and business models focused on inclusivity and shared prosperity will provide hope for revitalizing the middle class, the backbone of the global society.
9. Smart packaging:
The packaging is the product. Innovative packaging represents a transformative shift in how packaging functions, moving beyond traditional roles of protection and branding to become an integral part of the product experience. This concept redefines packaging as a value-adding component that enhances usability, communication, and sustainability. Via QR codes or NFC (Near Field Communication) technology embedded in the packaging, customers can access product tutorials, recipes, or augmented reality experiences. Engage your customers emotionally by turning the packaging into a medium for brand connection.
10. Social listening replaces social media:
Social listening monitors digital conversations, social media platforms, and online channels to understand what people say about a brand, product, service, or topic. It is essential to understanding customer sentiment, enhancing customer engagement, and making data-driven decisions in a digitally driven world.
11. The future of sedentary behavior:
We all sit too much – for hours in the office, in our cars, and at home. Excessive sedentary behavior may be associated with shorter lifespans and increased stress and anxiety. So, why don’t we introduce a walking meeting this year? Walk and talk when you meet instead of sitting the entire day. Go to a walking meeting!
And for those who like it more visually, the color of the year is “Mocha Mousse.” The warm, brown shade, reminiscent of chocolate mousse and latte coffee, wants to create a feeling of comfort, intimacy, and elegance.
To end this overview with a sense of humor, we await the first intergalactic Trump Tower on Mars, with Musk’s advanced, lean engineering and Trump branding! Have a wonderful year, take good care of yourself and your loved ones, keep having a sense of humor, and SBS learning fun!
P.S. This overview was written by a human without the help of AI!
Bert Wolfs, Ph.D.
Academic Dean