What's the hottest skill to pivot into now? We're overhauling our packaging to go sustainable, and it seems like green marketing jobs are booming, but I'm not sure if it's a niche thing. What's your take on the trends in the marketing field right now?

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I haven't seen that personally. The most in demand skills all seem to be AI-related - using it to streamline your day to day work, optimize ad budgets, all that sort of thing. That's what I've been leaning into over the past year. I'm still a little worried about the impact it's having on the industry, but my hope is that if I can learn to use all the AI tools well, I'll give myself some degree of job security. Someone's gotta manage the robots, right? .....right?

Plus one to this. I’ve been focused on same area as an independent; then when I work with bigger companies or clients it’s kind of staggering how hard it is to leverage tools because of the centralization of those decisions.

Green initiatives come and go. If it makes sense for your product, it’s great to get into. UGC is the trend for us right now.

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