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本期精選
1. 毛孩升級中：寵物消費正從疼愛，走向健康管理
2. 被忽略的大市場：企業開始重新看見移工的消費力
3. 信任變貴了：AI 正在改寫我們判斷真假的方式
4. 第一份工作變了：AI 時代，企業更重視技能與學習速度
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LIFESTYLE & CONSUMER
毛孩升級中：寵物消費正從疼愛，走向健康管理
以前談到寵物市場，很多人先想到的是高級飼料、可愛配件，或是主人很願意花錢。但現在的變化更深一層。寵物消費正在從「買更好的東西」走向「做更長期的健康管理」。根據 Euromonitor，2025 年全球寵物照護市場預估達 2,070 億美元，而帶動價值成長的重要力量，是寵物人性化、功能型產品，以及健康導向的消費。換句話說，飼主不只是想讓寵物吃得飽，而是希望牠們更健康、活得更久、生活品質更好。
談到近年的新趨勢，功能型零食、保健品、智慧穿戴裝置都很值得注意。現在有些智慧項圈不只可以定位，還能追蹤睡眠、活動量，甚至觀察叫聲、抓癢、喝水等行為變化。這代表寵物照護正慢慢從「有問題再處理」轉向「平常就先觀察、先預防」。對品牌來說，未來競爭的重點也不只是誰的包裝更可愛，而是誰更能把健康、數據、便利與安心整合在一起。
Pets Are Leveling Up: Pet spending is moving from love to health management.
In the past, when people talked about the pet market, they often thought of premium pet food, cute accessories, or owners who were willing to spend a lot of money. But the change today is deeper than that. Pet spending is moving from “buying better things” to “managing health for the long term.” According to Euromonitor, the global pet care market is expected to reach US$207 billion in 2025, and key drivers of value growth include pet humanization, functional products, and health-focused spending. In other words, owners do not only want their pets to eat enough. They want them to stay healthier, live longer, and enjoy a better quality of life.
When we look at new trends, functional treats, supplements, and smart wearable devices are especially important. Some smart collars can now do more than track location. They can also monitor sleep, activity, and even changes in barking, scratching, or drinking habits. This shows that pet care is slowly moving from “fix the problem later” to “watch early and prevent early.” For brands, future competition will not only be about cute design. It will be about who can combine health, data, convenience, and peace of mind.
趨勢關鍵詞 : Petconomy (n.) 寵物經濟
Petconomy 是 pet（寵物）+ economy（經濟） 的組合字，指的是圍繞寵物生活所形成的整體商機。它不只包含飼料、玩具、美容，也包含保健品、保險、智慧裝置、訂閱服務等。這個字的重要性在於，它提醒我們：寵物不只是家庭成員，也正在成為一個完整的消費市場。
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BUSINESS & SOCIETY
市場被忽略的大市場：企業開始重新看見移工的消費力
提到移工，很多人第一時間想到的是勞動政策、工廠、看護或缺工問題。但如果只看到工作角色，就很容易忽略另一件重要的事：移工也是穩定生活在台灣的消費者。他們需要吃飯、購物、匯款、通訊、交通與日常服務，也會形成自己的品牌偏好。近年台灣便利商店與零售系統已經開始調整，例如擴大東南亞商品專區、推出更友善穆斯林與齋戒月的門市服務。這些變化代表企業開始理解，移工不只是補足人力的存在，也是值得被認真理解的市場。
這個市場也不只是零售議題，同時是金融與服務設計的題目。2025 年上半年，台灣移工合法小額匯款金額超過新台幣 603 億元，顯示這是一個規模清楚、需求穩定、而且很重視便利與信任的市場。從商品、支付、語言支援到門市體驗，企業如果能更早理解這群人的真實生活需求，就有機會建立更長久的連結。這其實也提醒我們，未來的台灣市場會更跨文化，企業要理解的，不只是客戶買什麼，還包括客戶怎麼生活。
The Overlooked Market: Businesses are starting to see the spending power of migrant workers.
When people hear the term migrant workers, they often think first of labor policy, factories, caregivers, or labor shortages. But if we only see their work role, we may miss something very important: migrant workers are also consumers living stable daily lives in Taiwan. They need food, shopping, remittance services, mobile services, transportation, and other everyday support. They also develop their own brand preferences. In recent years, convenience stores and retail systems in Taiwan have started to adjust. They have expanded Southeast Asian product zones and added more Muslim-friendly and Ramadan-friendly store services. These changes show that businesses are starting to understand that migrant workers are not only part of the labor force. They are also a market worth understanding seriously.
This market is not only about retail. It is also about finance and service design. In the first half of 2025, legal small-amount remittance services for migrant workers in Taiwan handled more than NT$60.3 billion. This shows that the market is clear in size, stable in demand, and strongly connected to convenience and trust. From products and payment tools to language support and the store experience, businesses that understand the real, day-to-day needs of this group earlier may build stronger long-term connections. It also reminds us that Taiwan’s future market will be more cross-cultural. Businesses need to understand not only what customers buy, but also how they live.
趨勢關鍵詞 : Inclusive Economy 包容型經濟
Inclusive Economy 可以理解為「包容型經濟」，指的是企業與市場開始把原本常被忽略的人群，真正納入商品、服務、支付與體驗設計之中。放在這一區，它不是很抽象的平等概念，而是很實際的商業趨勢：當企業開始理解移工的語言、宗教、生活習慣與消費需求時，市場本身就會被重新定義。
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TECH & SECURITY
信任變貴了：AI 正在改寫我們判斷真假的方式
AI 詐騙可怕的地方，已經不只是技術變強，而是它正在動搖我們最基本的判斷方式。以前我們比較容易相信聲音、臉孔、影片畫面，因為這些看起來像是最直接的證據。但現在 deepfake、語音複製與 AI 假訊息讓這些線索越來越不可靠。Europol 已警告，犯罪集團正利用 AI 製作更自然的多語訊息、假冒真實人物，並擴大詐騙規模；Deloitte 也指出，deepfake 內容在 2019 到 2023 年之間成長了 550%。這代表問題不再只是偶爾看到一支假影片，而是整個數位環境裡，真假訊號都變得更難分辨。
更值得注意的是，這場信任危機不只發生在社群媒體或投資詐騙。它也慢慢進入企業視訊會議、招聘流程、客服互動與轉帳驗證。當技術變便宜、工具變普及、製作速度變快，deepfake 就不再只是少數高技術操作，而是更多人都可能碰到的日常風險。未來我們真正要學會的，也許不是只靠眼睛去判斷真假，而是建立更好的查證習慣：多確認一次、改用其他管道聯絡、不要只因為「看起來很像真的」就放下警覺。
Trust Is Getting Expensive: AI is changing how we judge reality.
What makes AI scams so dangerous is not only that the technology is getting stronger. It is that they are weakening our most basic ways of judging what is real. In the past, we were more willing to trust a voice, a face, or a video image because they seemed like direct evidence. But now, deepfakes, voice cloning, and AI-made false messages are making these signals less reliable. Europol has warned that criminal groups are using AI to create more natural multilingual messages, impersonate real people, and scale up fraud. Deloitte has also reported that deepfake content grew by 550% between 2019 and 2023. This means the problem is no longer just one fake video once in a while. In the whole digital environment, real and fake signals are becoming harder to separate.
What matters even more is that this trust crisis is not limited to social media or investment scams. It is also entering company video meetings, hiring processes, customer service, and payment verification. When the technology becomes cheaper, the tools become more common, and production becomes faster, deepfakes are no longer a rare high-tech trick. They become an everyday risk that more people may face. In the future, what we really need may not be better eyes, but better habits of checking: confirm one more time, use another channel, and do not relax just because something “looks real.”
趨勢關鍵詞 :Proof-of-Human 人類證明
Proof-of-Human 縮寫為 POH，雖不是傳統固定用語，但它正在變成很重要的趨勢字，意思是「你要怎麼證明自己是真人」。在 AI 假影像、假聲音、假身分越來越多的時代，未來重要的不只是辨識內容真假，還包括證明對方是不是一個真實的人。這個字抓到的核心不是技術本身，而是信任規則正在改變。
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WORK & CAREER
第一份工作變了：AI 時代，企業更重視技能與學習速度
談到 AI 與就業，現在最值得注意的，不只是工作會不會消失，而是第一份工作的樣子正在改變。世界經濟論壇指出，美國初階職缺在過去 18 個月下降了約 35%，而 AI 是重要原因之一。許多原本由新人負責的基礎工作，例如整理資料、初步研究、重複性支援任務，正在被工具先接手。這讓許多年輕人面對的問題不是單純「沒有工作」，而是「可以拿來練基本功的工作變少了」。
但這不代表新鮮人完全沒有機會。另一邊，LinkedIn 數據也顯示，AI 相關職位正在增加，對 AI 素養的需求也快速上升。這讓企業對新人的期待明顯改變：除了學歷，他們更想知道你能不能使用工具、能不能快速學習、能不能獨立判斷、能不能和人合作。也就是說，學歷依然有價值，但它不再是唯一的答案。未來更重要的，也許是你能不能把知識、工具與人類能力放在一起使用。
The First Job Has Changed: In the AI era, employers care more about skills and learning speed.
When we talk about AI and jobs, the biggest point today is not only whether jobs will disappear. It is that the shape of a first job is changing. The World Economic Forum says that entry-level job openings in the United States have fallen by about 35% in the past 18 months, and AI is one of the main reasons. Many basic tasks that were once done by new workers, such as organizing information, doing early research, and handling repetitive support work, are now being done by tools first. This means that for many young people, the problem is not simply “there are no jobs.” There are fewer jobs where they can build their basic skills.
But this does not mean graduates have no chance. On the other side, LinkedIn data also shows that AI-related jobs are growing and demand for AI literacy is rising quickly. Because of this, companies are changing what they expect from new workers. Besides a degree, they want to know whether you can use tools, learn quickly, make your own judgments, and work well with other people. In other words, a degree still has value, but it is no longer the only answer. What may matter more in the future is whether you can use knowledge, tools, and human skills together.
趨勢關鍵詞 :New-Collar 新領工作/人才
New-Collar 是近年很重要的職場趨勢字，用來描述一種不完全靠傳統學歷、而更重視技能、證照、實作能力與工具應用的工作型態。它和 white-collar、blue-collar 不太一樣，強調的是：未來很多工作機會，不一定只屬於名校或傳統科系出身的人，而是屬於那些真正具備可用能力的人。
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