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!
回首2024，全球近半人口所在的百余个国家，纷纷迎来了历史性的全国选举盛事，铸就了选举史上的一座丰碑。而选举的结果更是引人深思——九成在任政府更迭下台，这无疑向全球政治精英传递出了选民们清晰而坚定的声音。

Invest in Tech: 科技投资的浪潮迭起 Generative AI is outdated.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.
昔日，生成式人工智能尚占据风头；而今，自主执行多样职能、可代表员工行事的新一代代理型人工智能（Agentic AI）已崭露头角，即将席卷我们的办公领域。人们对于人工智能的态度，已从恐惧转变为欣然接纳。因此，我恳请各位，在执行日常办公任务时，不妨让AI工具成为您的得力助手。同时，政策层面对于再培训与技能提升的重视，也将变得至关重要。科技进步虽带来诸多益处，但亦伴随着不确定性、不平等以及对人类尊严的潜在冲击。正如19世纪那般，围绕AI的争论已不再局限于效率问题，而是深入触及我们社会的价值观与结构体系。如何确保AI仅作为工具存在，而非沦为削弱人类价值的力量，这无疑值得我们深思熟虑……在此进程中，批判性思维的培育显得尤为关键。

Tariff-driven economy 关税主导的经济格局 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.
全球冲突频发，致使各国纷纷对进口商品加征关税，以保护本国产业，尤其是钢铁、农业及纺织领域。部分国家更是将产业回流与近岸外包作为首要任务，利用关税手段抑制进口，提振本土生产。此外，以欧盟碳边境调节机制为代表的碳关税，以及对进口商品碳足迹的征税举措，亦将对消费者产生深远影响。在此背景下，通胀或将持续数年，迫使央行收紧货币政策以遏制物价上涨，进而导致利率攀升。

Geopolitical Tensions 地缘政治紧张局势加剧 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.
美中关系渐行渐远，全球共识趋于瓦解。我们生活在一个分裂加剧、民粹主义与民族主义抬头的世界里。持续不断的贸易与科技竞争，或将对全球市场与供应链造成深远影响。自新冠疫情以来，我们更加深刻地认识到全球供应链的重要性。与此同时，东欧与中东等地的地区冲突，亦将进一步扰乱国际贸易秩序。

Europe, the old continent, became lazy and fat
欧洲大陆的挑战与变革
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.
欧洲，这块古老的大陆，正面临着人口结构挑战，老龄化问题日益严峻，出生率持续下滑。2024年，全球人口增加了8200万；而在欧盟内部，新生儿数量却仅为370万（基于2023年数据预测）。经济不确定性、住房难题以及社会观念的转变，均是导致出生率下降的重要因素。因此，在2025年，欧陆议程或将继续被持续的疑欧情绪与为应对劳动力短缺而推动的移民政策所主导。此外，“绿色协议”虽仍以精简形式推进，但仍不失为一项创新项目。

Switzerland
瑞士：欧盟内外抉择下的未来展望
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!
瑞士的未来，将在是否加入欧盟的辩论中占据政治舞台的中心。为了维持旅游业的活力，瑞士将致力于推广可持续旅游，注重生态友好的旅行体验，并采取措施限制过度旅游。此外，瑞士将举办多项重大活动，包括2025年5月在巴塞尔举行的第69届欧洲歌唱大赛，以及7月横跨八个主办城市的女子欧洲足球锦标赛。这些活动不仅将吸引全球目光，更将展现瑞士作为旅游胜地的独特魅力。

Upskill, reskill, and unlearn:
精进技能，重塑职场生态
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!
随着技能导向的招聘趋势日益显著，公司将继续优化混合工作模式，确保灵活性的同时维持生产力和协作效率。微学习，即简短、聚焦的学习模块，将主导职场学习，通过无缝融入员工工作流程的移动优先平台提供。人力资源部门将管理全职员工、自由职业者和全球零工的组合，以确保Z世代能在充满目标的工作环境中成长。

TV and Cash continue to disappear:
电视与现金：传统逐渐消逝
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!
流媒体平台正逐步取代传统广播电视，随着年轻一代对数字化内容的偏好，线性电视的市场份额持续萎缩。传统电视可能仅在体育赛事、新闻或选举等特定领域保持相关性。广告主也随之转向数字平台。同时，无现金社会的步伐在2025年将加速，尽管在不确定性时期，现金在技术故障或紧急情况下仍至关重要。

The erosion of the middle class:
中产阶级的困境与希望
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.
经济、技术和社会的变迁持续对中产阶级构成压力，导致其地位不断被侵蚀。若无显著干预，贫富差距将进一步扩大。然而，专注于包容性和共享繁荣的新技术和商业模式，为中产阶级的复兴带来了希望，他们是全球社会的中坚力量。

Smart packaging:
智能包装：重塑产品体验
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 valueadding 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.
包装即产品。创新包装代表了包装功能上的革命性转变，超越了传统保护和品牌宣传的角色，成为产品体验不可或缺的一部分。通过包装上的二维码或NFC技术，消费者可以访问产品教程、食谱或增强现实体验。这种转变将包装转变为品牌与消费者建立情感联系的新媒介。

Social listening replaces social media:
社交聆听：超越社交媒体的智慧
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 datadriven decisions in a digitally driven world.
社交聆听通过监测数字对话、社交媒体平台和在线渠道，深入了解人们对品牌、产品、服务或话题的看法。在数字化驱动的世界中，社交聆听对于理解消费者情绪、提升客户参与度和做出数据驱动决策至关重要。

The future of Sedentary Behavior:
久坐行为的未来
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!
我们长时间坐在办公室、车内和家中，过度久坐可能与寿命缩短、压力增加和焦虑加剧有关。因此，为什么不尝试引入行走会议呢？在会议中边走边谈，而不是整天坐着。让行走成为会议的新常态！

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!
对于那些钟情于视觉盛宴的朋友而言，年度色彩“摩卡慕斯”无疑是一抹令人沉醉的风景。这抹温馨的棕色调，巧妙地勾勒出巧克力慕斯与拿铁咖啡的诱人意象，旨在营造一个既舒适宜人、又充满亲密氛围且不失高雅格调的空间。、 而在这轻松诙谐的氛围中，我们满怀期待地展望火星之上，那座即将拔地而起的星际“特朗普大厦”。这座建筑将巧妙融合马斯克那无与伦比的先进技术与精益求精的工程理念，同时深刻烙印着“特朗普”的独特印记，成为星际探索史上的又一佳话。 在此，衷心祝愿大家在新的一年里，事业顺利，幸福美满。愿你们悉心呵护自己与所爱之人，保持一颗幽默风趣的心，让SBS的学习之旅充满欢声笑语，乐趣无穷！
P.S. This overview was written by a human without the help of AI!
注：本概述由一位人类撰写，没有AI的帮助！
Bert Wolfs, PhD.
Academic Dean
SBS Swiss Business School.
Bert Wolfs，博士
SBS瑞士商学院学术院长

 

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