Every year, thousands of capable, motivated and educated young South Africans leave schools and universities expecting opportunity, only to collide with a labour market that has fundamentally changed. Industries are no longer hiring purely for qualifications or theoretical knowledge.

They are hiring for adaptability, digital fluency and problem-solving ability in an economy increasingly shaped by artificial intelligence, automation and data driven systems.

The disconnect is becoming impossible to ignore. According to Gartner, only 7% of HR leaders believe their workforce is fully prepared with the skills needed for the future, exposing a widening global capability gap as technology reshapes work faster than education systems can respond.

South Africa faces this challenge at an even greater scale because the country is attempting to compete in a digital economy while large parts of its population still lack meaningful access to structured technology education. The implications extend far beyond unemployment statistics.

At a national level, weak digital capability limits competitiveness, discourages investment and constrains innovation.

At an individual level, it traps young people in a cycle where ambition exists but access to future ready skills does not. The result is a workforce increasingly disconnected from the direction global industries are moving.

The problem is not simply that schools need more technology. Many schools already have some form of digital infrastructure.

The deeper issue is that technology exposure without structured digital skills development changes very little. Giving learners devices without teaching them how to think critically, solve problems and create with technology is the equivalent of handing out calculators without teaching mathematics.

This is where a different model is beginning to emerge. Rather than relying entirely on traditional education systems to close the gap, organisations are increasingly stepping into the role of future skills enablers. Structured coding, robotics and AI literacy programmes are becoming part of a broader ecosystem focused on building practical capability rather than passive exposure.

More importantly, this is not about turning every learner into a software engineer. It’s about developing the foundational thinking patterns that modern industries now demand. Logical reasoning. Systems thinking. Creativity. Adaptability. Digital confidence. The ability to break down problems, test solutions and iterate quickly.

These are no longer specialist skills, they are becoming economic survival skills. Students exposed to structured digital learning environments learn how to build solutions instead of simply consuming technology.

They begin to understand how digital systems work rather than interacting with them passively. Over time, this changes not only technical competence but also confidence and mindset.

For businesses, this creates an opportunity to rethink the purpose of CSI and BBBEE investment. Instead of focusing purely on compliance driven spending or short-term visibility projects, organisations can begin investing directly into the future workforce they will one day depend on.

The conversation shifts from “How do we contribute?” to “How do we ensure young South Africans can participate meaningfully in the economy we are creating?”

This also introduces something many traditional CSI programmes struggle to provide: measurable capability development. Structured digital skills programmes can track progression, engagement, project completion and practical outcomes over time. This creates a far clearer relationship between investment and long-term impact.

The long-term implications are significant. A digitally capable workforce is better positioned to compete globally, drive innovation locally and create new forms of economic participation beyond traditional employment structures.

In a world increasingly shaped by AI and automation, adaptability and digital fluency will determine who participates in growth and who is excluded from it.

For South Africa, this is no longer optional. The future economy will not slow down while we catch up. The organisations investing in digital capability today are not simply funding education initiatives. They are helping determine whether the country becomes an active participant in the future economy or a spectator watching it happen elsewhere.

Because in the end, talent is not South Africa’s constraint – capability is.

This is a film critics said would never land, which narrated an episode of Black history that had previously been diminished and at some points erased.

Watching the celebration of this film, following a legacy of storytelling dominated by the global north and leading to protests like #OscarsSoWhite, I felt a shift. A movement, growing louder each day and nowhere more evident than on the African continent.

Here, an energetic youth, representing one-quarter of the world’s population, are using creativity to renegotiate their relationship with the rest of the world and challenge the social norms affecting their communities.

The Academy Awards held last month saw African cinema represented in the International Feature Film category by entries including South Africa’s The Heart Is a Muscle, Morocco’s Calle Málaga, Egypt’s Happy Birthday, Senegal’s Demba, and Tunisia’s The Voice of Hind Rajab.

Despite its subject matter, Wanuri Kahiu’s Rafiki, broke the silence and secrecy around LGBTQ love stories. In Kenya, where same sex relationships are illegal and loudly abhorred, Rafiki played to sold-out cinemas in the country’s capital, Nairobi, showing an appetite for home-grown creative content that challenges the status quo.

This was well exemplified at this year’s World Economic Forum in Davos when alcoholic beverages firm, AB InBev convened a group of creative changemakers and unlikely allies from the private sector to explore new ways to collaborate and apply creativity to issues of social justice and the environment.

In South Africa, AB inBev promotes moderation and addresses alcohol-related gender-based violence by partnering with filmmakers to create content depicting positive behaviours around alcohol. This strategy is revolutionising the way brands create social value and serve society.

For brands, the African creative economy represents a significant opportunity. By 2030, 10 percent of global creative goods are predicted to come from Africa.

By 2050, one in four people globally will be African, and one in three of the world’s youth will be from the continent.

Valued at over USD4 trillion globally (with significant growth in Africa), these industries, spanning music, film, fashion, and digital arts, offer vital opportunities for youth, surpassing traditional sectors in youth engagement.

Already, cultural and creative industries employ more 19–29-year-olds than any other sector globally.

This collection of allies in Davos understood that “business as usual” is not enough to succeed in Africa; it must be on terms set by young African creatives with societal and economic benefits.

The key question for brands is: how do we work together to harness and support this potential? The answer is simple.

Brands need courage to invest in possibilities where others see risk; wisdom to partner with those others overlook; and finally, tenacity – to match an African youth that is not waiting but forging its own path.

As the energy of the creative sector continues to gain momentum, I am left wondering: which brands will be smart enough to get involved in our movement, and who has what it takes to thrive in this new world?

Professor Sidíbe who lives in Nairobi is the chief mission officer of Brands on a Mission and Author of Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose.

This year, TikTok wasn’t just a hub for trends and challenges; it became a powerhouse for cultural celebration, community building, and entrepreneurial success.

From amplifying underrepresented voices to driving innovation, TikTok empowered creators, communities, and entrepreneurs to make a lasting impact.

Let’s take a look at the Year on TikTok and relive the moments, creators, and businesses that made 2024 unforgettable.

Advocacy Through Authenticity

TikTok’s global initiatives found meaningful resonance in Nigeria, with creators using the platform to challenge stereotypes and foster change.

• Charity Ekezie (@charityekezie), a 2024 Global Change Maker, used her platform to demystify misconceptions about Africa. Her collaboration with local NGOs to champion digital inclusion has earned her a place among the top advocates for change, with TikTok donating $25,000 to her NGO partner, Paradigm Initiative, dedicated to promoting digital rights and inclusion across the continent.

• Uduak Ekpo (@ms_yudee) boldly celebrated Africa to the world, particularly during #AfricaDay. Through her authentic and engaging content, she showcased the richness of African culture, proudly representing the continent and challenging harmful stereotypes.
• Victor Panwal (@blaqboi__vic), known for bringing joy and laughter to his audience, has encouraged playfulness and fun during challenging times. By creating spaces for strangers to connect through shared moments of joy, he’s proven that it doesn’t take much to bring people together even during difficult times. 

• Funmto Ogunbanwo (@funmto) has become a strong advocate for mental health awareness in Nigeria. Her thoughtful content encourages open conversations around mental health, fostering support and understanding in her community.

Small Businesses, Big Impact

TikTok was a launchpad for small businesses and entrepreneurs in Nigeria, turning creativity into measurable economic gains.

• Ruth Erikan James (@veekeejames) empowered her community to thrive in the fashion world with her TikTok presence. Through her FashionTok content, she not only showcases her own journey but also shares tips and tricks for others to build their own fashion businesses, leading by example.

• Vicky Betran (@productive_vee) helps creators grow by offering editing tutorials and courses on how to monetize social media. Her educational content has become a valuable resource for aspiring content creators looking to turn their passion into profit.
• William Etombi (@willy_kanga_) has created online animation tutorials, turning his passion into a sustainable business. His expertise has opened doors for others to learn and grow in the field of animation.
• Enioluwa Adeoluwa (@enioluwa) is a multifaceted creator, excelling as a beauty influencer, EU Ambassador, filmmaker, and moderator. He uses his platform to share beauty tips and inspire positivity while building a successful career in the entertainment industry.
• Awurum Cynthia Chikodi (@kodiateliers) is a fashion designer who uses TikTok to showcase her creations and connect with clients. Her engaging content has allowed her to build a loyal customer base, proving that TikTok can be a powerful tool for growing a creative business.

Shaping Movements and Celebrating Icons

This year, TikTok became a cultural stage where Nigerian creators and trends captivated global audiences.

• Lade Ibikunle (@ladeibikunle) is a travel creator whose adventurous spirit and authentic storytelling have captivated younger audiences eager to discover both popular and hidden destinations across Africa.
• Edna Francis (@ednafrancis_) has taken the entertainment vertical by storm, offering insightful recommendations and reviews on shows and movies to watch, becoming a go-to voice for entertainment reviews.

• Niyi Fagbemi (@theniyifagbemi) is a cinematographer, drone pilot, and filmmaker who uses TikTok to portray the splendour and rich heritage of Nigerian culture through stunning visuals.

• Omiebam Brown (@danbrowntheartist) collaborated with TikTok to launch the first nine-part animated series, “3024,” as part of the African Innovators series. His work has redefined animation and storytelling on the platform.
• Omoshalewa Ogunsemoyin (@growwithzionn) is the leader of the #SchoolLunch community, showcasing creative ways to make school lunches exciting and inspiring others to rethink their lunchtime routines.

• Habeeb Hamzat (@realpeller), aka Peller, hosted a TikTok LIVE with hitmaker Davido, attracting 389,800 viewers being the most watched livestream in Africa. His live streams continue to captivate audiences around the world.
• Ms Odoom (@Thehotburner) from Ghana became a #FoodTok sensation, delighting viewers with mouthwatering dishes like Jollof Rice and Mango Sorbet.
• Rajaatu Muhammed Ibrahim (@diaryofanortherncook) captivated food lovers on TikTok with delicious recipes and unique takes on traditional dishes from the northern part of Nigeria.
• Zainab Iye (@fabulous_facesbyzee) has become a #BeautyTok ambassador, educating her community on skincare and helping followers take better care of their skin.
• Chioma Anyanwu (@anchi_vibes) is known for her unique approach to entertainment reviews, sharing her thoughts on shows, movies, and viral content with her ever-growing audience.

Season of Sports

In 2024, TikTok redefined the way we experience sports, transforming how fans connect with their favourite athletes, teams, and leagues. The platform became a forum for all voices, including those often underrepresented in traditional sports media.

Broadcasters leveraged TikTok’s power to reach wider audiences, creating innovative content that resonated across the globe. With a 350% increase in #SportsOnTikTok posts compared to last year, the influence of TikTok on the broader sports industry is undeniable.

AFCON 2023 exemplified this influence, taking TikTok by storm during Africa’s biggest football tournament. Over 393,000 pieces of content were shared as countries vied for the coveted trophy.

From team songs and local dances to behind-the-scenes locker room interviews, TikTok brought sports entertainment to life for both passionate football fans and casual viewers alike.

• StoneAvenue (@stoneavenuee) has moved from TikTok to television, becoming a renowned football analyst featured on popular sports shows across the continent. His unique ability to break down football analysis has earned him a dedicated following, bridging digital content and traditional media.
• Dennis Cofie  (@ourafricanfootball) who also plays a role as one of TikTok Africa’s Safety Advisory Council members, has redefined sports entertainment on TikTok, offering fans a new way to connect with their favourite football teams and players.

TikTok also became the ultimate global stage for sports beyond football. Fans from around the world gathered for the Olympics and Paralympics, experiencing these events through fresh and engaging lenses—from #ChocolateMuffinTok reviews to epic wins and rich cultural moments filled African culture with song and dance.

The IOC, IPC, and official media rights holders used TikTok to showcase the authenticity and passion behind every athlete’s journey. Olympians and Paralympians demonstrated that they are not only incredible athletes but also charismatic content creators, giving fans a glimpse into the human stories behind the glory.

Reflecting on a Year of Creativity and Impact

From amplifying underrepresented voices to providing opportunities for business growth, TikTok has empowered creators and communities to make a significant impact. This year, the platform was more than a space for entertainment, it served as a hub for advocacy, entrepreneurship, and authentic connections.

Boniswa Sidwaba, head of Content Operations, Sub-Saharan Africa, TikTok, said, “Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video. From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact.

“We celebrate our Nigerian and wider West African community who have inspired and entertained us this year, as we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine.”

Looking ahead to 2025, TikTok remains committed to nurturing creativity, championing inclusivity, and celebrating the diverse stories that make its community so extraordinary. The journey of inspiring, entertaining, and uniting people continues, and the possibilities are limitless.

As AI technologies continue to advance, it is essential to consider the ethical implications and societal impacts of their deployment.

The DICE framework – Data, Inference, Creativity, and Ethics – provides a comprehensive lens through which to examine and address key challenges in the development and application of AI systems.

By integrating the principles of the DICE framework into AI projects, developers can build more reliable, transparent, and ethical AI solutions that benefit individuals and communities alike.

Dice (Data, Inference, Creativity, Ethics) is an acronym that represents important considerations in the AI world. Here is an expanded discussion on each component:

1. Data:

Data is the foundation of AI systems. High-quality and diverse data sets are essential for training AI models.

In the AI world, the collection, processing, and handling of data are crucial for ensuring the accuracy and reliability of AI systems.

Data privacy, security, and bias are key concerns that need to be addressed to ensure that AI systems are fair and trustworthy.

2. Inference:

Inference refers to the ability of AI systems to make predictions or decisions based on observed data. In the AI world, the interpretability and explainability of AI models are important for building trust and understanding how AI systems make decisions.

Techniques such as model explainability and uncertainty quantification play a critical role in making AI systems transparent and accountable.

3. Creativity:

Creativity in the AI world refers to the ability of AI systems to generate novel and innovative solutions. AI technologies, such as generative models and reinforcement learning, are increasingly being used to create art, music, literature, and other forms of creative content.

Ethical considerations, such as intellectual property rights and cultural sensitivity, need to be carefully considered when using AI for creative purposes.

4. Ethics:

Ethical considerations are paramount in the AI world to ensure that AI systems are developed and used responsibly. Issues such as bias, fairness, accountability, transparency, and privacy are important ethical considerations that need to be addressed in AI development and deployment.

Ethical frameworks, guidelines, and regulations are essential for guiding the ethical use of AI technologies and promoting ethical behaviour in the AI ecosystem.

The DICE framework provides a comprehensive approach to addressing key considerations in the AI world, including data quality, inference transparency, creativity, and ethical principles. By incorporating these components into AI development and deployment, we can build AI systems that are fair, trustworthy, and beneficial for society.

Certainly! Here are some specific examples that illustrate how the DICE framework plays a crucial role in the development and application of AI technologies:

1. Data:

– Image recognition: In image recognition applications, having a diverse and representative dataset is essential for training AI models to accurately identify objects in images. Without a comprehensive dataset that includes various types of images, AI models may struggle to generalize effectively.

– Autonomous vehicles: Data collected from sensors in autonomous vehicles, such as cameras and LiDAR, is used to train AI algorithms to navigate and make decisions on the road. Ensuring the quality and accuracy of this data is critical for the safety and reliability of autonomous driving systems.

2. Inference:

– Medical diagnostics: In healthcare, AI systems are used to assist in diagnosing diseases from medical images or patient data. These AI models need to provide explainable reasoning behind their diagnoses so that healthcare professionals can understand and trust the recommendations made by the AI system.

– Financial risk assessment: In the financial industry, AI algorithms are used to assess credit risk and make lending decisions. Transparent and interpretable models are essential for understanding how these decisions are made and for ensuring that they are fair and unbiased.

3. Creativity:

– Art generation: AI technologies, such as Generative Adversarial Networks (GANs), have been used to create art pieces, music compositions, and other forms of creative content. For example, AI algorithms can generate realistic paintings in the style of famous artists like Van Gogh or Picasso, showcasing the innovative capabilities of AI in the creative domain.

– Game development: AI-driven tools are increasingly being used in the game development industry to generate gameplay elements, characters, and storylines. These AI systems can enhance the creativity and efficiency of game developers by automating certain aspects of game design and content creation.

4. Ethics:

– Bias mitigation: AI systems are susceptible to bias if trained on biased datasets, leading to discriminatory outcomes. Organizations are increasingly focusing on developing algorithmic fairness techniques to mitigate biases and promote fairness in AI decision-making processes.

– Privacy protection: As AI systems collect and analyze large amounts of personal data, ensuring user privacy and data security is of utmost importance. Adoption of privacy-preserving AI techniques, such as differential privacy and federated learning, can help protect sensitive information while still enabling valuable AI insights.

By incorporating the principles of the DICE framework into various AI applications, developers and organizations can build more ethical, transparent, and innovative AI systems that benefit society as a whole.

As we navigate the complexities of integrating AI technologies into various aspects of our lives, it is imperative to prioritize the principles of the DICE framework – Data, Inference, Creativity, and Ethics.

By fostering a data-driven approach, ensuring transparent and interpretable inference mechanisms, promoting creativity and innovation, and upholding ethical standards, we can harness the full potential of AI for the betterment of society.

As we continue to explore the possibilities of AI in diverse domains, let us remain vigilant in our commitment to building AI systems that are inclusive, fair, and respectful of individual rights and values.

By embracing the DICE framework, we can pave the way for a future where AI technologies empower, inspire, and enrich the lives of people worldwide.

[Featured Image Credit]

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The Writer, Prof. Ojo Emmanuel Ademola is the first Nigerian Professor of Cyber Security and Information Technology Management, and the first Professor of African descent to be awarded a Chartered Manager Status.

Creativity can make all the difference in how well your products are received, but it can be hard to know how and where to use this power effectively. 

Here, we’ll discuss some ways you can add creativity into your marketing strategies so that they stand out from competitors’ offerings while still appealing to consumers‘ interests and needs:

How to add creativity to your marketing strategies to gain more customers, revenue

Here’s how creativity can help you stand out from the competition:

• It helps you create content that is memorable and shareable. If your competitors are already creating quality content, why not join them? The best way to do this is by adding some creativity into your marketing strategy. For example, one of my favourite companies has an interesting name. They also have an interesting logo design. But they don’t stop there; they have unique videos on their YouTube channel to promote their business! In fact, their videos receive thousands of views each month. This shows us how effective it can be when companies add creativity into their marketing strategies when trying to promote themselves through social media platforms like Facebook or Twitter where millions of people use these sites every day just like yours does today!

The power of creativity in marketing is huge

In the world of marketing, creativity is often underappreciated.

Creativity can help you stand out from the competition and be more memorable, unique and engaging. It’s also a powerful tool that can help you achieve results that would otherwise take years to accomplish with more conventional techniques like direct mailings or social media advertising.

People buy from people they like

In a world where consumers are making purchasing decisions based on emotion and gut instinct, there’s no reason why you can’t use this trend to your advantage.

The first step is understanding that people buy from people they like. This may seem obvious, but it’s important to remember that our brains are wired in such a way that we look for positive reinforcement when we’re considering buying something new or different–even if it isn’t necessarily the best option available at the moment! So if someone gives us positive feedback about something we did or created (like recommending them), then chances are good that they’ll do the same thing again–and maybe even recommend other things as well.

This means everything from online reviews all the way down to word-of-mouth recommendations can have an impact on whether or not someone will purchase from YOU!

They want to interact with people who are interesting and entertaining

• People want to interact with people who are interesting and entertaining
• They want to learn from them
• And they can be entertained by them!

They like to be engaged in a conversation

People like to be engaged in a conversation. They want to feel like they are part of something bigger than themselves and they don’t mind if it’s not necessarily something lucrative or profitable for them.

They want to be part of a community and movement that resonates with their personal values, beliefs, etc., so when you’re creating content for your audience, think about what you can use as a platform for people who share similar interests (or even just like reading).

Your brand is not a billboard or a product, it’s about you and what you stand for

Your brand is your personality.

It’s what people say about you when they leave the store, on social media or in conversations with other people. Your reputation can be different depending on where you live and what industry you work in–that’s why every business must have a consistent message across all platforms (i.e., website; social media profiles; email newsletters). 

The same goes for values: They need to align with how customers view their products/services as well as how they want to be treated by others while doing business with them–and these values should also extend beyond just being communicated through marketing materials like press releases or blog posts; they should permeate into everything from customer service interactions down through internal processes like hiring practices at corporate headquarters (which may include recruiting new employees).

Create content that is memorable and shareable

• Create content that is memorable and shareable
• Make sure the content is interesting, entertaining, relevant and unique from the competition

Create content that is unique and different from the competition

In order to create content that’s unique and different from the competition, you need to think about what makes good content.

• Unique: It should be something that no one else is doing, or could do easily. For example, if someone else is using a certain headline or tagline on their blog posts, it might not be so unique anymore after they’ve done it so many times before–but if yours is the only one using it (or even better, if none of your competitors are), then there’s something special about it! This can mean anything from an interesting idea for a blog post title (“The Ultimate Guide To Getting Your Pet Bird To Talk”) to an original way of presenting information (“How Do I Create A Customized House Plan?”).
• Different: If someone else has already created something similar and popularized it with their audience (like a cat calendar), then don’t just follow suit and make another version yourself; instead try something new! Maybe take some inspiration from other people who have done similar things before but in different ways than yours? Or maybe even go against conventionally expected practices altogether by doing things differently than everyone else would expect.

Ensure your content has a message that resonates with your audience

Make sure your content is relevant to your audience. You can’t expect people to take the time to read or watch something that doesn’t have any connection to them, and you’re not likely to get any good results from it.

Make sure your content is interesting. If they don’t find it interesting enough in the first place, why would they want to read or watch it?

Make sure your content is entertaining (for example: funny videos). A lot of people are turned off by boring videos that don’t entertain them at all; if there’s no entertainment value in the video itself and only an appeal through shock value (e.g., “Look how crazy this guy was!”), then chances are very low that anyone will bother watching until the end where maybe something funny happens…and then back into boredom after that!  That doesn’t mean all humour should be dark/violent either though; some lighthearted jokes can go along nicely too!

Creativity in marketing can make all the difference in how well your products are received

• Creativity is the key to success
• Creativity is a powerful tool that can be used to create content that is memorable and shareable, as well as unique, different from the competition
• Creativity should be used in all marketing campaigns, from social media posts to brochures or advertisements.