February 2025 Trends

As the first two months of 2025 come to a close, let’s look back at February’s headlines and what that means for business leaders.

HillmanTok: A Digital HBCU Revolution on TikTok

HillmanTok, a grassroots educational movement, emerged after Dr. Leah Barlow’s TikTok video introducing her African American Studies course went viral. Inspired by historically Black colleges and universities (HBCUs), Barlow’s videos suddenly inspired a network of Black educators, experts and content creators to form HillmanTok University, where they are sharing their expertise in more than 400 subjects that range from baking to chemistry—all exclusively on TikTok. With 16,000 registered users and a growing community, HillmanTok exemplifies how social media can democratize education, especially amidst political challenges to diversity initiatives.

What This Means:

HillmanTok reflects growing public concerns about access to truthful, diverse education in an era of rising misinformation and political interference. As DEI efforts continue to come under attack, grassroots platforms like HillmanTok counteract these limitations by prioritizing marginalized voices and community-driven learning. For leaders, this trend underscores the importance of leveraging technology to meet audiences where they are.

Consumer Spending Shifts Reflect Political and Ethical Alignments 

A recent Harris poll reveals that 40% of Americans are altering their spending habits to align with their moral or political views, with 24% abandoning their favorite stores over political stances. This trend is particularly pronounced among younger generations, Black consumers, and Democrats. Retailers like Target have faced backlash for rolling back diversity, equity, and inclusion (DEI) initiatives, while others like Costco and Apple maintained their commitments. The political landscape under the Trump administration has heightened consumer scrutiny of corporate policies, reshaping loyalty and purchasing behavior.

What This Means:

This shift underscores the increasing importance of how corporate values are demonstrated to consumer decision-making. Companies must navigate a polarized environment where actions on social and political issues can significantly impact brand reputation and revenue. Leaders should prioritize transparency and consistency in their policies to build trust with stakeholders.

Fertility Benefits: A Rising Priority in HR Strategies

Fertility benefits are becoming a cornerstone of modern HR benefits, with 69% of employers planning to expand coverage despite a 7% increase in insurance premiums for family healthcare coverage in 2024. Companies like Adobe and Cisco are leading the way by offering inclusive options for diverse family-building needs, such as surrogacy support and sperm or egg freezing. The competitive advantage of offering inclusive benefits can help attract top talent, foster employee loyalty, and improve workplace culture. These benefits address growing employee demand for family-building support while promoting diversity and equity. 

What This Means:

As managing partner Robin Kasner recently wrote, fertility benefits are no longer just an added perk but a critical tool for workforce engagement and inclusivity. Expanding these offerings can bolster talent attraction, retention, and employee satisfaction while addressing DEI goals. As costs rise, organizations must innovate to balance financial sustainability with employee demands. The trend underscores the growing importance of holistic, inclusive family planning support in shaping future-ready workplaces.

Global Divide on AI Governance Highlights Geopolitical Tensions

The Paris AI Action Summit this month underscored the growing divide in global AI governance: While 61 nations, including China and India, committed to fostering international collaboration by signing a multilateral declaration emphasizing open, ethical, and inclusive development of AI, the US cited concerns about ideological bias and reaffirmed its intent to maintain leadership in AI innovation. European leaders, meanwhile, advocated for simplified regulations to balance innovation with safety. The event highlighted the challenges of achieving consensus amid geopolitical complexities.

What This Means:

The lack of unified global AI governance reflects a broader tension between fostering innovation and ensuring ethical standards. For businesses, this signals potential regulatory fragmentation and varying compliance requirements across regions. Leaders must navigate these divides strategically, balancing innovation with adherence to emerging ethical norms and compliance standards while preparing for a competitive landscape shaped by differing national priorities in AI development.