TikTok has released its fifth annual trend forecast, the What’s Next Report 2025, offering businesses and marketers insight into the platform’s evolving landscape.

Supported by data from TikTok’s Global Marketing Science team, the report draws from multiple third-party commissioned studies conducted between 2022 and 2024. It identifies key trends shaping audience engagement and brand success in the coming year.

As the platform continues to influence digital culture, brands must remain agile to sustain relevance. The 2025 report emphasises the importance of bridging the gap between representation and connection in advertising, adapting to changing consumer values, and giving creators and communities greater creative ownership.

The findings suggest that fostering cultural resonance and maintaining a consistent presence will be critical to long-term success.

Three core themes shaping 2025

The report highlights three overarching themes that encapsulate consumer behaviour shifts and how brands can navigate them effectively:

Brand Fusion: Strengthening consumer connections

In an increasingly dynamic digital space, brand evolution is essential. The concept of Brand Fusion describes a state where businesses refine their identities to better align with shifting consumer values. By sharing niche perspectives and fostering deeper connections, brands can create stronger and more authentic relationships with audiences.

For instance, L’Oréal Paris expanded its creator network by collaborating with science comedian @mister.emerson, using humour to promote sunblock. This approach exemplifies how brands can engage new audiences by integrating diverse voices and perspectives into their storytelling.

Also Read: Rising trend in Vietnam: Young professionals embracing social media content creation

Identity Osmosis: Adapting to cultural shifts

The second theme, Identity Osmosis, refers to brands seamlessly integrating evolving consumer values into their identity. This requires an openness to remixing content and exploring new avenues for engagement.

A notable example is a community event hosted in partnership with Flagrant magazine and the female-owned sports bar The Sports Bra, to celebrate the WNBA finals. By aligning with culturally relevant moments, brands can build deeper connections and enhance their authenticity.

Creative Catalysts: Embracing AI-driven creativity

The Creative Catalysts theme underscores the role of AI in shaping content creation and engagement. AI tools are increasingly being used to enhance ideation, streamline production, and encourage creative experimentation.

For example, Lidl embraced the #potaxie trend, leveraging AI to create an imaginative, avocado-inspired shopping experience. By tapping into AI-driven storytelling, brands can craft more engaging and interactive content.

The expanding role of AI

AI continues to play a transformative role in digital marketing, particularly within the Creative Catalysts theme. The report identifies several AI-driven advancements that brands can leverage:

– Faster content creation: AI facilitates quicker ideation and production processes.
– Enhanced storytelling: AI-generated voices, multilingual avatars, and animation tools are reshaping digital narratives.
– Personalised experiences: AI enables businesses to tailor offerings based on individual preferences.
– Operational efficiency: AI-powered solutions improve workflow and content adaptation.
– Real-time insights: Tools such as Symphony Assistant help brands track trends and develop creative concepts instantly.
– Diverse content variations: AI assists in generating multiple iterations of content to suit different audience segments.

Despite its advantages, AI adoption is not without challenges. The report acknowledges the anxieties surrounding AI’s potential, recommending a “playful and creative approach” to help users view AI as a tool for innovation rather than a disruptive force.

Also Read: User-generated content: Why this social strategy is one you should invest in

Key takeaways for brands to win TikTok in 2025

As businesses plan their digital strategies, the What’s Next Report 2025 outlines several critical considerations for success on TikTok:

– Prioritise cultural resonance: Understanding and integrating emerging cultural trends can enhance brand engagement.
– Empower creators and communities: Encouraging collaborative content creation fosters stronger connections with audiences.
– Embrace AI-driven creativity: Leveraging AI tools can streamline content production and unlock new storytelling possibilities.
– Remain adaptable: As consumer expectations evolve, brands must continually refine their identity and messaging.
– Maintain consistency: A persistent and engaging presence helps sustain long-term relationships with audiences.

TikTok’s What’s Next Report 2025 underscores the platform’s evolving landscape and the growing importance of cultural adaptability, creative risk-taking, and AI integration. As brands navigate these shifts, success will depend on their ability to forge deeper connections, experiment with innovative content strategies, and remain responsive to changing consumer behaviours.

By embracing these principles, businesses can position themselves for sustained growth in an increasingly dynamic digital environment.

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The market wrap for February 27, 2025, paints a vivid picture of a world grappling with choppy risk sentiment, spurred by US President Donald Trump’s latest pronouncements on trade policy. His remarks during Wednesday’s cabinet meeting—laden with ambiguity about tariffs on Canada and Mexico, hints of a delay from March to April, and a firm declaration of 25 per cent reciprocal tariffs on European autos—have sent ripples of unease across global markets.

Add to that a slew of economic data points, corporate earnings, and geopolitical developments, and you’ve got a recipe for volatility that’s keeping investors on their toes. Here’s my take on what’s unfolding, grounded in facts and a healthy dose of skepticism about where this all might lead.

Let’s start with Trump’s trade rhetoric, which has once again thrust uncertainty into the spotlight. His contradictory signals about tariffs on Canada and Mexico—major US trading partners—suggest a strategy that’s either deliberately fluid or frustratingly inconsistent.

On one hand, he’s floated a potential delay, pushing the timeline from March to April, which could buy time for negotiations or simply prolong the suspense. On the other, he’s doubled down with a pledge for 25 per cent tariffs on European autos and other goods, a move that’s less about surprise (given his long-standing “tariff man” persona) and more about escalation.

The markets despise ambiguity, and Trump’s words have delivered it in spades. Investors are left parsing his intentions: Is this a negotiating tactic to extract concessions, or a genuine prelude to a broader trade war? The historical precedent from his first term—where tariffs on steel and aluminum roiled markets but often softened in practice—offers little comfort when the stakes now seem higher and the global economy more fragile.

The economic data isn’t helping soothe nerves either. US new home sales took a nosedive in January, dropping 10.5 per cent to 657,000 units. That’s a stark signal of cooling demand in a housing market already battered by high interest rates and affordability woes. For context, this figure undershoots even the most pessimistic forecasts, hinting at deeper structural issues—perhaps a pullback in consumer confidence or a ripple effect from trade-related uncertainty.

Housing is a bellwether for broader economic health, and this bearish turn could amplify growth concerns, especially as Trump’s policies threaten to layer on inflationary pressures via tariffs. It’s no wonder equity markets have been volatile, with traders caught between macroeconomic red flags and the micro-level drama of corporate earnings.

Also Read: Market wrap: Consumer sentiment dips, stocks slide, bonds gain and crypto brief dip

Speaking of earnings, Nvidia’s latest report was the week’s marquee event, and it didn’t disappoint—or rather, it didn’t fully satisfy. The chip giant, a darling of the tech rally, posted results that beat analyst expectations, yet the stock wobbled in after-hours trading. Why? After two years of blowout performances that fuelled AI-driven euphoria, this “modest beat” felt like a letdown.

Investors have grown accustomed to Nvidia shattering ceilings, and anything less sparks doubts about whether the growth story has peaked. The broader MSCI US index eked out a negligible 0.03 per cent gain, buoyed by a 0.8 per cent rise in the Info Tech sector, but the lack of decisive momentum reflects a market wrestling with bigger questions. Are we seeing the limits of tech-led optimism in an environment where tariffs and inflation could crimp corporate margins?

Meanwhile, fixed-income markets offered their own commentary. The benchmark 10-year Treasury yield slipped 4 basis points to 4.25 per cent, a subtle nod to growth fears trumping inflation worries—for now. Lower yields signal a flight to safety, as investors bet on a slowing economy potentially forcing the Federal Reserve to rethink its rate-cut trajectory.

The US Dollar Index, up 0.1 per cent to 106.49, suggests some resilience, likely propped up by Trump’s tariff threats enhancing the greenback’s safe-haven appeal. Gold, too, ticked up 0.1 per cent to US$2,915.92 an ounce, hovering near record territory as a hedge against uncertainty. These moves aren’t dramatic, but they underscore a cautious repositioning amid the noise.

Across the Atlantic, MSCI Europe climbed a solid 1.0 per cent, lifted by a new minerals deal between the US and Ukraine. It’s a rare bright spot, hinting at strategic shifts in resource alliances that could cushion Europe against trade disruptions. But let’s not kid ourselves—European autos, now squarely in Trump’s tariff crosshairs, could drag sentiment down fast. Companies like Volkswagen and Stellantis, with heavy exposure to North American supply chains, face a reckoning if those 25 per cent duties stick. The sector’s already nursing wounds from a post-pandemic slump, and this could be salt in the wound.

Asia, meanwhile, tells a tale of resilience and divergence. The MSCI Asia ex-Japan index rebounded 1.5 per cent, with Hong Kong’s Hang Seng stealing the show at a 3.3 per cent surge. The catalyst? News that China plans to recapitalise its biggest banks, a move that could stabilise a financial system creaking under bad debt and sluggish growth.

It’s a bold step, and the market’s enthusiastic response suggests hope that Beijing’s got more tricks up its sleeve. Yet, early trading today showed Asian indices mixed, and US equity futures point to a softer open stateside. The global mood remains jittery, and China’s bank rescue might be a temporary salve rather than a cure.

Also Read: Global markets on edge: Trade wars, tariffs, and crypto chaos in focus

Then there’s the cryptocurrency saga, a wild subplot in this market drama. Over US$800 billion has evaporated from global crypto markets in recent weeks, a brutal reversal from the post-election euphoria tied to Trump’s perceived pro-crypto stance. Bitcoin shed 3.6 per cent on Wednesday, hitting US$85,600, while Ethereum took a 4 per cent dive to US$2,275—its lowest since September.

The culprits are manifold: inflation fears, tariff anxieties, a cooling meme coin craze, and a US$1.4 billion hack at the Bybit exchange, linked to the notorious Lazarus group. The forensic fallout confirms it was a targeted attack, not a flaw in Safe Wallet’s smart contracts, but the damage to confidence is real. Crypto’s 4 per cent daily drop mirrors the broader sell-off in risk assets, and Ethereum’s 53 per cent lag from its 2021 peak is a stark reminder of how far the mighty can fall when sentiment sours.

Oil, too, is feeling the heat. Brent crude slipped 0.7 per cent to US$72.71 a barrel, pressured by an unexpected buildup in US fuel inventories and whispers of a Russia-Ukraine peace deal. The latter could ease supply concerns, but the former points to weakening demand—a troubling sign when paired with the housing data. Energy markets are a microcosm of the push-pull between geopolitical hope and economic reality, and right now, reality’s winning.

So, what’s my point of view on all this? I have mentioned this many times in the past few days. I see a world at a crossroads, where Trump’s trade gambit could either spark a manageable reshuffling of global commerce or tip us into a deeper slowdown. The data—housing’s slump, oil’s slide, crypto’s crash—screams caution, yet pockets of strength in Europe and Asia hint at adaptability.

Nvidia’s underwhelming “win” feels symbolic: growth is still possible, but the easy gains are gone. Investors are right to be skittish; tariffs could stoke inflation just as growth falters, a stagflationary nightmare the Fed’s ill-equipped to handle if yields keep dropping. I’m skeptical of Trump’s ability to thread this needle—his track record leans more toward disruption than finesse. But markets are nothing if not resilient, and the next few weeks, with Fed testimony and more tariff clarity looming, will test that resilience to the hilt. For now, I’d say buckle up: this ride’s only getting bumpier.

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Lorien Finance, a fintech firm connecting global capital markets with students in emerging economies, has secured US$2.25 million in pre-Series A funding.

The funding round was led by FlatIronX, a New York-based early-stage VC firm with strong ties to Asian markets. Additional investors include Seedstars International Ventures (SIV), backed by IFC, Visa Foundation, The Rockefeller Foundation, and Symbiotics, as well as Ahimsa Capital, Bhavesh Gupta (Ex-Paytm President & COO), Ashneer Grover (ex-BharatPe MD), Play Holdings, and Silver Ridge Accelerator.

This investment aims to enhance its education financing platform and facilitate expansion into key markets, including Southeast Asia.

In the first phase, the company will expand its reach to Tier 2 and Tier 3 cities in India, where financing access is limited. By 2026, Lorien Finance aims to extend its student loan services to Southeast Asian countries, providing tailored financing solutions like tuition support, flexible repayment plans and scholarships.

Lorien will also strengthen its AI-driven risk assessment technology to expedite underwriting decisions and offer more personalised financing solutions for students and lenders.

Also Read: Breaking barriers: How crypto is disrupting education funding

With the global education financing market projected to exceed US$500 billion by 2029, Lorien Finance addresses students’ affordability challenges in emerging markets. It connects students to a US$3 billion+ lending pool from over 17 international lenders, including Sallie Mae, offering interest rates as low as 3.49 per cent.

To date, over 1,000 Indian students have applied for funding through Lorien Finance.

According to Acumen’s 2024 Key Trends in Southeast Asia report, over 350,000 Southeast Asian students are studying abroad, making the region the third largest globally for outbound student mobility, following China and India. Lorien Finance leverages AI-driven lending and a global lender network to make education financing more accessible, faster and smarter.

Nikhil Mudgal, founder & CEO of Lorien Finance, stated that the investment will enable the company to offer personalised funding solutions and empower lenders to make confident, real-time decisions.

Shreya Choubey, Partner at FlatIronX, highlighted Lorien Finance’s digital-first lending process and data-driven risk assessment model as key factors in its compelling value proposition, benefiting both students and lenders.

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Indigenous entrepreneurs in Indonesia often face challenges in adopting sustainable business practices due to limited access to resources and financial constraints. This is why the Siak Sustainable Creative Center (Skelas) aims to bridge this gap through the Siak Sustainable Business Incubation (Kubisa) programme, providing training, mentorship, and funding opportunities for micro, small and medium enterprises (MSMEs) in Siak Regency, Riau Province.

Skelas was founded as a result of the Festival Kabupaten Lestari (FKL), an event organised by Lingkar Temu Kabupaten Lestari (LTKL) to promote sustainable development. “During the festival, LTKL invited young people to participate and contribute. Seeing their enthusiasm, LTKL took the initiative to form a community that could support the Siak district government in protecting the local environment,” said Cerli Febri Ramadani, Chairperson of Sentra Kreatif Lestari Siak.

By integrating sustainability into business models, Skelas aims to empower entrepreneurs while ensuring ecological responsibility.

Overcoming barriers to sustainable business

MSMEs in Indonesia encounter several obstacles in their transition to sustainability. “The biggest challenges faced by MSMEs in Indonesia are the availability of skilled human resources and digital technology experts in business,” Ramadani noted.

High costs for raw materials and wages in Siak compared to the more highly populated Java further complicate the situation.

To address this, businesses in Siak differentiate themselves by sharing the cultural and environmental stories behind their products.

Also Read: Navigating the shift: From “growth at any cost” to embracing sustainability in today’s startup landscape

Ramadani highlighted Pinaloka, a business that produces pineapple-based goods. “Pineapple is the most widely cultivated crop by the people of Siak on peatlands. Besides being rich in vitamins, pineapple plants also help prevent peatland fires. The story of environmental sustainability and the empowerment of pineapple farmers is an important aspect highlighted by Pinaloka.”

The Kubisa programme is designed to equip early-stage and existing entrepreneurs with the skills and resources needed to grow their businesses sustainably. “KUBISA is a training and mentoring programme for entrepreneurs who are just starting a business or have been running one for at least a year,” Ramadani explained.

The six-month programme provides business development support, promotional access, product innovation funding, packaging redesign, and capital assistance for top-performing participants.

Skelas also facilitates business matching sessions, connecting entrepreneurs with investors and buyers to secure funding and distribution channels. By focusing on both financial viability and sustainability, the programme helps entrepreneurs scale their businesses responsibly.

Ensuring economic viability for sustainable businesses

Balancing environmental and economic sustainability is a core objective of Kubisa. “We help KUBISA participants record their income to monitor the economic growth of their businesses,” said Ramadani.

Post-business matching, Skelas tracks the outcomes and assists participants with proposal preparation, product consignment, and purchase facilitation.

This structured approach ensures that businesses contribute to environmental protection and achieve financial stability, making sustainability a practical and profitable choice for MSMEs.

Strategic partnerships play a crucial role in strengthening sustainability efforts. “Every time Skelas conducts an activity, it invites community, government, and business partners,” Ramadani stated.

For the 2024 Kubisa programme, local communities assisted in outreach efforts, the Siak District government provided funding through the Tourism Office, and the National Amil Zakat Agency (BAZNAS) of Siak contributed additional training in digital media. Such collaborations enhance the programme’s reach and effectiveness, providing participants with broader support networks.

Also Read: Breaking silos and building sustainable synergy: The importance of an integrated sustainability strategy

Skelas has already facilitated significant milestones through KUBISA. “Skelas has collaborated with the Siak Tourism Office and also received funding support of IDR120 million (US$7,300) for the KUBISA 2024 Demoday event,” said Ramadani.

Additionally, BAZNAS provided financial assistance worth IDR60 million (US$3,600) to 10 participants.

One notable success story involves a business matching participant securing a product placement deal with Viera Oleh-Oleh, a major souvenir retailer in Pekanbaru. Another participant obtained a zero per cent capital loan to purchase an oven, illustrating the tangible benefits of the incubation programme.

Looking ahead, Skelas envisions a broader impact beyond Siak. “Skelas aims to become an incubator that not only operates locally in Siak Regency but also expands to Riau and across Indonesia,” said Ramadani.

To achieve this, the organisation is working towards obtaining BNSP certification for its incubation team and expanding its partnership network.

Measuring impact is also a priority. Skelas is exploring the Social Return on Investment (SROI) framework to assess the economic, social, and environmental value generated by its initiatives. By adopting these measurement tools, the organisation aims to refine its approach and drive long-term sustainable development.

Through initiatives like KUBISA, Skelas is not only fostering sustainable entrepreneurship but also demonstrating that environmental responsibility and economic growth can go hand in hand. By supporting MSMEs with training, funding, and strategic partnerships, the programme is laying the groundwork for a more sustainable business ecosystem in Indonesia.

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Image Credit: Skelas

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The rapid advancement of modern technologies, such as artificial intelligence (AI), automation, and digital platforms, is significantly reshaping the workforce landscape in Malaysia. While these technologies offer immense opportunities for growth and innovation, they also present substantial challenges that demand urgent attention.

As Malaysia positions itself for economic growth and development in a highly competitive global market, the need for re-skilling and up-skilling has become a strategic imperative. 

However, these advancements come with the potential displacement of jobs, especially in sectors where routine tasks can be easily automated. According to a study,  71 per cent of employees are concerned that advancements in artificial intelligence (AI) and technology will impact their jobs. This anxiety is compounded by the widening skill gap, which is causing considerable unease among the workforce.

Companies have a critical role to play in addressing this challenge, but to date, few have taken it seriously. While 63 per cent of Malaysian employees are hopeful that AI will enhance their ability to work flexibly, how many will fully recognise the importance of up-skilling and re-skilling?

The importance of re-skilling in the age of automation and AI

As automation and AI become more prevalent, up-skilling and re-skilling growth opportunities have become equally crucial for staying competitive. Many traditional jobs are being replaced by technology, making it essential for workers to adapt and learn new skills to remain employable. Continuous learning and development will be necessary to navigate the rapidly changing job market and ensure long-term career success.

In industries where automation is being integrated, employees who possess advanced technical skills, such as data analysis, programming, or AI, are more likely to remain valuable to their employers. Moreover, up-skilling and re-skilling enable workers to take on more complex tasks that cannot be easily automated, thus securing their roles in the company.

Furthermore, up-skilling and re-skilling not only benefit individual workers but also contribute to the overall growth and innovation within companies. When employees acquire new skills, they bring fresh perspectives and ideas that can drive business transformation.

Also Read: Kuala Lumpur: The Silicon Valley of Malaysia

This continuous evolution of skills fosters a culture of innovation, where companies can adapt more swiftly to market changes, embrace new technologies, and stay ahead of competitors. In this way, up-skilling and re-skilling become integral to both personal career advancement and the sustained success of the organisation.

Re-skilling as a strategic imperative

In today’s fast-paced technological world, re-skilling is considered a strategic imperative for several reasons. It enables companies to remain agile and responsive to changes in the market. By investing in the continuous development of their employees, companies can build a workforce that is capable of adapting to new technologies and processes, which is critical for staying competitive in a dynamic environment.

The advent of AI and automation has raised worries about job displacement, as machines increasingly handle tasks that were once done by humans. Nevertheless, it’s important to acknowledge that these technologies also generate new job opportunities and positions. Although some jobs may disappear, new roles arise that demand human supervision, creativity, and problem-solving skills.

For Malaysia, which has set its sights on achieving high-income nation status, the importance of re-skilling cannot be overstated. This investment in human capital is critical for closing the skills gap and ensuring that the workforce is aligned with the demands of a modern, knowledge-based economy. By empowering individuals with the skills needed to thrive in emerging industries, Malaysia can unlock new opportunities for growth, attract foreign direct investment, and enhance its competitive edge on the global stage.

The role of  employers in addressing the re-skilling challenge

In this context, organisations play a crucial role in addressing the re-skilling challenge. As employers, they are at the forefront of the workforce transformation and have a responsibility to ensure that their employees are equipped with the skills needed to adapt to technological changes. However, despite the clear need for re-skilling, many companies in Malaysia have yet to take this challenge seriously.

One reason for this is the short-term focus on profitability and cost-cutting. Investing in re-skilling programs requires time, resources, and a commitment to long-term workforce development, which can be seen as a cost rather than an investment.

Additionally, there is a misconception that re-skilling is solely the responsibility of employees or educational institutions. As a result, companies may overlook the strategic importance of developing a skilled and adaptable workforce, which is essential for sustaining their competitive edge in the market.

Another factor contributing to the reluctance of companies to invest in re-skilling is the uncertainty surrounding the future of work. With technologies evolving rapidly, it can be challenging for companies to predict which skills will be most valuable in the future.

Also Read: Navigating the AI maze in Malaysia’s martech: Striking a balance between efficiency and ethics

This uncertainty can lead to a wait-and-see approach, where companies delay investing in re-skilling until there is more clarity. However, this approach is risky, as it can leave companies and their employees unprepared for the inevitable changes that are already underway.

Ensuring relevance and impact

Development programs play a vital role in ensuring that individuals and companies are well-prepared to navigate the rapidly changing job market. One of the key ways to ensure its programs remain relevant and impactful is by staying closely connected to industry trends and needs. We at OpenAcademy regularly collaborate with industry experts, companies, and thought leaders to identify emerging skills and design programs that address these gaps.

Learning and development programs should be tailored to meet the growing demand for working professionals in Malaysia, a need driven by the increasing frequency and sophistication of AI and automation. By offering specialised training that aligns with industry requirements, platforms like ours are able to help both individuals and companies stay ahead of the curve.

For companies, partnering with education platforms provides access to cutting-edge training programs that can be customised to meet their specific needs. This collaboration enables companies to build a skilled and adaptable workforce that can thrive in the face of technological disruption. Whether it’s re-skilling to transition into a new role or up-skilling to advance in one’s career, providing the resources and support needed to succeed is crucial

Harnessing the opportunities of a tech-driven future in Malaysia

Technology creates opportunities by opening up new avenues for employment in tech-driven industries. The demand for skills in data science, AI, cybersecurity, and digital marketing is on the rise, leading to the creation of high-value jobs that did not exist a decade ago.

For Malaysia, which is striving to transition from a labour-intensive economy to a knowledge-based one, this shift presents a chance to attract foreign direct investment and enhance its global competitiveness.

In conclusion, as modern technologies continue to impact the workforce in Malaysia, the importance of re-skilling and up-skilling cannot be overstated. Companies must recognise the strategic value of investing in their employees’ development, while individuals must embrace continuous learning to stay competitive.

With its commitment to relevance and impact, OpenAcademy stands as a key partner in navigating the challenges and opportunities of the future of work in Malaysia.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

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This article was first published on August 22, 2024

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