We look back at the top business trends that emerged in 2024 and look ahead to 2025. 

Table of contents

1. The revolution will be generated
2. New security threats
3. The future of work looks bright
4. A mobile-first approach
5. Sustainability isn’t an option, it’s a requirement

This year has seen a rapid transformation across multiple industries. Let’s explore the business trends shaping 2024 and look forward to the dynamic business landscape we expect to define 2025.

The revolution will be generated

This year, we saw the sharp rise of generative artificial intelligence (GenAI), which has ushered in a new generation of innovation. Until now, machines have struggled to truly mimic human intelligence. But now, new AI models such as ChatGPT are stepping up. They can conduct conversations so sophisticated that you think a human is behind the screen. They can also generate creative content like audio, code, images, and videos, unlocking a new era of efficiency. For example, creating marketing artwork for your business takes a fraction of the time and costs next to nothing.

Don’t have design experience? No problem!  GenAI empowers anyone with the ability to create and bring your concept to life. Tools such as Midjourney and Adobe Firefly are making easy-to-use design capabilities accessible to those with limited budgets and even less time at their disposal, such as small business owners budget.

Looking ahead

In 2025, we can expect to see more businesses leveraging GenAI for content creation, improving customer service, and enhancing operations. As AI-driven personalisation increasingly blends into existing systems, it will be vital for businesses to think about the ethical considerations involved, data privacy, and workforce implications that must be considered in the business’s key corporate strategy.

New security threats

Speaking of cybersecurity, one of the most significant developments this year has been the rise of AI-driven attacks. Scammers have become more creative and sophisticated, using new technology such as deepfakes to scam victims out of their hard-earned money. This new trend has created a challenge for data security and privacy. To counteract this new trend, businesses, in turn, use AI and machine learning to detect and prevent threats to protect their clients’ sensitive information.

Looking ahead

In 2025, cybersecurity will remain a top priority for your business to mitigate AI-driven phishing attacks and ransomware threats. Regular training, updated security measures, and proactive monitoring will be essential to reduce risks, protect valuable business data, and stay POPIA compliant.

The future of work looks bright

In a post-COVID world, remote work has become a defining feature of the modern workplace. With buzzwords such as ‘hybrid’ and ‘work from home’, remote work has become so entrenched that it has become essential in retaining and attracting new talent – both locally and globally. Companies that embrace this change are showing up as leaders in attracting top-tier candidates. This evolution has been welcomed on both fronts, as it cuts employee commuting while reducing their office footprint.

Looking ahead

As technology evolves, we expect remote work to become even more flexible, helping employees achieve a better work-life balance. As it becomes a fundamental expectation for employees, clear rules, cybersecurity awareness, and solid support for remote teams will be necessary. Adopting this change can help organisations attract and keep top talent in a saturated job market.

In line with a better work-life balance, we expect to see a more significant focus on health and wellness. Businesses will recognise and prioritise supporting employees’ physical and mental health as part of a robust, socially responsible, people-centred strategy. 

A mobile-first approach

Adopting a mobile-first strategy has become imperative for small businesses.

Recent research shows that over half of all global internet traffic comes from mobile devices, a trend we expect to continue.

Looking ahead

With mobile devices dominating digital, businesses, especially small ones, will have no option but to become mobile-first to keep up with consumers' preferences. You can meet your customers' evolving needs by optimising your websites for mobile, ensuring fast loading times, and providing a seamless e-commerce experience to drive conversions. Leveraging social media platforms and analytics tools to track user interactions on mobile devices can provide valuable insights for optimising your key digital strategy and enhancing the brand experience.

Sustainability isn’t an option, it’s a requirement

Research shows that consumers increasingly prefer dealing with companies committed to reducing their environmental footprint and are willing to pay more for the ‘sustainability premium’. From packaging to production methods, customers view sustainable companies as industry leaders. We’ve also seen a rise in companies being called out for ‘greenwashing,’ when they mislead the public to believe that they're doing more to protect the environment than they are, creating a significant obstacle to tackling climate change.

Looking ahead

In 2025, sustainability will not just be shoptalk; it will be crucial in shaping business strategies and offering opportunities for growth, responsibility, accountability, innovation, and long-term success in an increasingly competitive marketplace.

Telkom remains committed to partnering with businesses on their journey towards digital transformation in the years to come.

Yep! by Telkom Business is an online marketplace where you can confidently and securely find and buy from small businesses that you can trust – infused with artificial intelligence, Yep! by Telkom Business sets the business up to be future-fit and successful. Join the revolution now.