Top Healthcare Careers for the Next Decade: High-Growth Opportunities

The healthcare sector in the United States stands as a pillar of economic stability and offers numerous fulfilling career paths for individuals seeking meaningful work. Characterized by consistent expansion, this field presents a compelling landscape for those entering the workforce, considering a career transition, or pursuing further education. The sustained growth within healthcare is propelled by a confluence of factors, including a burgeoning aging population, continuous advancements in medical technology, and the ever-evolving needs of patient care. This article provides an in-depth exploration of several healthcare professions experiencing high growth, offering detailed information about the roles, responsibilities, educational pathways, work environments, growth drivers, career trajectories, challenges, rewards, and essential professional resources associated with each.   

Understanding Job Growth Projections in Healthcare

Reliable data on job growth in the United States is primarily provided by the Bureau of Labor Statistics (BLS), a key source for understanding the trajectory of various industries and occupations. The most recent projections from the BLS indicate a robust future for the healthcare and social assistance sector. This sector is anticipated to not only generate the largest number of new jobs but also to exhibit the fastest rate of expansion across all industries. While specific projections extending beyond 2033 are not explicitly detailed in the provided information, the fundamental factors driving this growth, such as the increasing elderly population and the rising prevalence of chronic health conditions, are expected to persist, suggesting a continued high demand for healthcare professionals in the long term.   

The healthcare industry's projected growth significantly outpaces that of the overall economy. While total employment across all sectors is expected to increase at an annual rate of 0.4% from 2023 to 2033, a notable deceleration compared to the 1.3% annual growth observed in the preceding decade, the healthcare sector is projected to grow at a much faster pace. This divergence underscores the exceptional demand for healthcare services and professionals.   

The following table summarizes the projected job growth for several key healthcare occupations between 2023 and 2033, based on data from the BLS:

Occupation	Growth Rate (2023-2033)	Numeric Change (2023-2033)
Nurse Practitioners	46%	135,500
Physician Assistants	28%	43,700
Medical and Health Services Managers	29%	160,600
Physical Therapist Assistants	25%	27,500
Occupational Therapy Assistants	22%	10,600
Home Health and Personal Care Aides	21%	820,500
Substance Abuse, Behavioral Disorder, and Mental Health Counselors	19%	84,500
Epidemiologists	19%	2,100

This data highlights the substantial expansion anticipated in these healthcare fields over the coming decade. The consistent drivers of an aging population and the increasing incidence of chronic conditions suggest that the demand for skilled professionals in these areas will likely extend beyond this projection window. The fact that the healthcare sector's projected growth rate of 9.0% significantly exceeds the overall projected job growth indicates a robust and enduring need for the occupations listed.   

In-Depth Look at High-Growth Healthcare Careers

Nurse Practitioners

Nurse Practitioners (NPs) are Advanced Practice Registered Nurses (APRNs) who play a vital role in the healthcare system by providing a comprehensive array of medical services. Their responsibilities encompass a wide spectrum of patient care activities, including ordering and interpreting diagnostic tests such as lab work and X-rays, diagnosing and treating both acute conditions like infections and injuries, as well as chronic illnesses such as diabetes and hypertension. NPs are also authorized to prescribe medications and develop tailored treatment plans for their patients. A significant aspect of their role involves managing the overall care of individuals, which includes coordinating with other healthcare professionals, specialists, and family members to ensure a holistic approach to well-being. Furthermore, NPs provide crucial counseling and education to patients on various health-related topics, empowering them to make informed decisions about disease prevention and healthy lifestyle choices. In many states, NPs function as primary care providers, offering essential healthcare services to diverse populations.   

The educational journey to becoming an NP requires a strong foundation in nursing. Candidates typically begin by earning a Bachelor of Science in Nursing (BSN) degree, followed by the completion of a graduate-level program focused on nurse practitioner studies, which can be either a master's or doctoral degree. A valid Registered Nurse (RN) license is a prerequisite for entering these advanced programs. Upon graduation, aspiring NPs must successfully pass a national certification examination specific to their chosen population focus, which can include areas like family health, pediatrics, women's health, or acute care.   

NPs are employed in a variety of healthcare settings, reflecting their versatile skill set. These environments include clinics, hospitals, emergency rooms, urgent care centers, private practices, nursing homes, schools, colleges, and public health departments. The rise of telehealth has also created increasing opportunities for NPs to provide care remotely, expanding their reach to patients in diverse locations.   

Several factors contribute to the high demand for NPs. A significant driver is the ongoing shortage of physicians, particularly in primary care, which has led to an increased reliance on NPs to fill critical service gaps. The aging baby boomer population, with its increasing healthcare needs, further fuels this demand. Moreover, expanded access to healthcare services and the growing recognition of the value NPs bring to patient care have contributed to their high job growth. In many states, NPs have been granted an expanded scope of practice, including the authority to prescribe medications and practice independently, which has further solidified their role in the healthcare landscape.   

Career paths for NPs are diverse, offering opportunities for specialization in various patient populations and healthcare settings. Experienced NPs can pursue leadership roles, engage in teaching or research, or even establish their own private practices. Obtaining post-master's certificates in specialized areas or pursuing a Doctor of Nursing Practice (DNP) degree can further enhance career advancement and open doors to more senior-level positions.   

The profession of a Nurse Practitioner offers a blend of significant rewards and inherent challenges. The high demand for their services translates to excellent job security and competitive salaries. NPs experience the satisfaction of providing comprehensive and holistic patient care across the lifespan and have the flexibility to work in a variety of practice settings. However, the path to becoming an NP requires a substantial commitment to education, including rigorous graduate-level studies and national certification. NPs also carry significant legal and ethical responsibilities in their practice. The workload can be demanding, and the role may involve considerable stress due to the critical nature of patient care decisions. Maintaining clinical competency requires a commitment to continuous learning and ongoing certification.   

Individuals interested in pursuing a career as a Nurse Practitioner can find valuable resources and support from professional organizations such as the American Association of Nurse Practitioners (AANP) and the American Nurses Association (ANA), as well as numerous specialty-specific organizations. These organizations offer networking opportunities, continuing education, advocacy, and resources related to practice guidelines and professional development.   

The increasing autonomy granted to NPs, allowing them to prescribe medications, order tests, and even practice independently in many states, underscores their critical role in addressing healthcare access challenges, particularly in underserved communities. The emerging trend towards requiring a DNP as the entry-level degree for nurse practitioners suggests a growing emphasis on advanced clinical knowledge and leadership within the profession.   

Physician Assistants

Physician Assistants (PAs) are licensed healthcare professionals who practice medicine under the supervision of a physician, playing an increasingly integral role in the delivery of high-quality medical care across a wide range of specialties and settings. Their daily responsibilities are diverse and may include taking comprehensive medical histories, conducting thorough physical examinations, diagnosing and treating various illnesses, ordering and interpreting diagnostic tests such as laboratory work and imaging studies, prescribing medications in most states, assisting in surgical procedures, and providing essential patient education and counseling on preventive healthcare measures. PAs often work in collaboration with physicians, exercising autonomy in medical decision-making within their defined scope of practice.   

The path to becoming a PA involves a rigorous educational process. Aspiring PAs typically need to earn a bachelor's degree, often in a science-related field, and gain significant hands-on healthcare experience. This experience can be acquired through roles such as medical assistant, emergency medical technician (EMT), paramedic, or other direct patient care positions. Following their undergraduate studies and healthcare experience, candidates must complete a master's degree program from an accredited Physician Assistant program. These programs, typically lasting around three academic years, provide comprehensive medical education through classroom instruction and extensive clinical rotations in various medical specialties. Upon graduation, PAs are required to pass the Physician Assistant National Certifying Exam (PANCE) administered by the National Commission on Certification of Physician Assistants (NCCPA) to become certified and licensed to practice.   

PAs work in a variety of healthcare environments, reflecting the breadth of their training and the scope of their practice. Common work settings include physicians' offices, hospitals (both inpatient and outpatient), outpatient care centers, and nursing homes. Their versatility allows them to practice in virtually all areas of medicine, from primary care and family medicine to specialized fields such as surgery, emergency medicine, and psychiatry.   

The high job growth projected for physician assistants is driven by several key factors. Similar to nurse practitioners, PAs are crucial in addressing the increasing shortage of primary care physicians and expanding access to healthcare services, particularly in rural and underserved areas. Policy changes in many states have expanded the scope of practice for PAs, granting them greater autonomy and the ability to serve more patients independently. Additionally, healthcare organizations increasingly recognize the cost-effectiveness of utilizing PAs to deliver high-quality care, making them a valuable asset in team-based care models.   

Career advancement opportunities for PAs are plentiful. With experience, PAs can specialize in various medical and surgical fields, often without requiring additional formal residency training. They can also pursue leadership roles within healthcare organizations, participate in clinical research, or take advantage of flexible employment options such as locum tenens, which offers temporary assignments in diverse settings.   

The career of a Physician Assistant offers significant rewards alongside its challenges. PAs typically earn competitive salaries and enjoy strong job security due to the high demand for their skills. The profession also offers the flexibility to work across various medical specialties, allowing for career evolution and the exploration of different areas of interest. However, the role demands a high level of responsibility and can be stressful, requiring the ability to make critical medical decisions in fast-paced environments. The educational requirements are rigorous, involving a significant time and financial investment. Maintaining certification requires ongoing continuing medical education and periodic recertification exams.   

For individuals interested in a career as a Physician Assistant, several professional organizations provide valuable resources and support. These include the American Academy of Physician Associates (AAPA), which is the national professional society for PAs, the Accreditation Review Commission on Education for the Physician Assistant (ARC-PA), which accredits PA educational programs, and the National Commission on Certification of Physician Assistants (NCCPA), which administers the PANCE and maintains PA certification.   

The ability of PAs to readily transition between medical specialties throughout their careers provides a significant advantage, allowing the healthcare system to adapt to evolving needs and address shortages in specific areas. The increasing representation of diverse racial and ethnic groups among newly certified PAs is a positive development, contributing to a more culturally competent and patient-centered healthcare workforce.   

Medical and Health Services Managers

Medical and Health Services Managers play a crucial role in the healthcare industry by planning, directing, and coordinating the business activities of healthcare providers and facilities. These professionals, often referred to as healthcare executives or healthcare administrators, may oversee an entire facility, a specific clinical area or department, or a medical practice for a group of physicians. Their responsibilities are multifaceted and include developing organizational goals and objectives, managing financial operations and budgets, ensuring compliance with healthcare laws and regulations, recruiting, training, and supervising staff members, and continuously striving to improve the efficiency and quality of healthcare services.   

The educational requirements for medical and health services managers typically include at least a bachelor's degree, often in fields such as healthcare administration, business administration, or public health. However, many employers, particularly for more senior-level positions, prefer or require candidates to hold a master's degree in healthcare administration (MHA) or a related field. Practical experience in a healthcare setting, whether in an administrative or clinical role, is also highly valued by employers.   

Medical and health services managers work in a variety of healthcare settings, including hospitals, clinics of all sizes, managed care organizations, public health agencies, nursing homes, and other medical facilities. Their work environment can range from the fast-paced atmosphere of a large university hospital to the more personal setting of a small local health clinic.   

The projected high job growth for medical and health services managers is driven by several interconnected factors. The aging baby boomer population necessitates increased healthcare services, leading to a greater demand for facilities and the managers to oversee them. Advancements in medical technology and the increasing complexity of healthcare delivery systems also require skilled managers to navigate these changes effectively. Furthermore, the ever-evolving landscape of healthcare laws and regulations creates a continuous need for professionals who can ensure compliance and guide healthcare organizations through these complexities.   

Career paths for medical and health services managers often involve progressive advancement to positions with greater responsibility and oversight. Experienced managers can move into higher-level administrative roles, including top executive positions such as Chief Executive Officer (CEO), Chief Financial Officer (CFO), or Chief Operating Officer (COO) within a healthcare organization. There are also opportunities for specialization within the field, such as in health information management, clinical management, or long-term care administration.   

The role of a medical and health services manager offers a unique blend of rewards and challenges. These professionals have the opportunity to make a significant impact on the efficiency and quality of healthcare delivery, contributing to better patient outcomes and a more effective healthcare system. The profession typically offers competitive salaries and strong job prospects due to the growing demand. However, the role can also be demanding, often involving long and irregular hours, significant stress due to the high stakes of healthcare, and the need to navigate complex and often stringent regulations. Managers may also face the challenge of making difficult or unpopular decisions to ensure the financial stability and operational efficiency of their organizations.   

Professional organizations provide valuable resources, networking opportunities, and support for medical and health services managers. Key organizations in this field include the American College of Healthcare Executives (ACHE), the Healthcare Financial Management Association (HFMA), and the American Health Information Management Association (AHIMA). These organizations offer certifications, continuing education, publications, and platforms for professional development.   

The increasing complexity of the healthcare industry, driven by evolving regulations and the rapid adoption of new technologies, necessitates skilled and adaptable managers who can effectively lead healthcare organizations through these transformations. The growing emphasis on value-based care models, where healthcare providers are incentivized for patient outcomes and quality rather than just the volume of services, is likely to further increase the demand for managers with expertise in data analysis, quality improvement initiatives, and strategic financial management.   

Physical Therapist Assistants

Physical Therapist Assistants (PTAs) play a vital role in rehabilitation by working under the direction and supervision of physical therapists to help patients recover from injuries, illnesses, and surgeries. Their responsibilities include implementing treatment plans developed by physical therapists, which may involve therapeutic exercises, manual therapy techniques, gait and balance training, and the use of modalities such as heat, cold, and electrical stimulation. PTAs also carefully monitor patients' progress, document their responses to treatment, and communicate any changes or concerns to the supervising physical therapist. Educating patients and their families about exercises and home care strategies is another important aspect of their role.   

To become a PTA, individuals typically need to complete an associate's degree program from an accredited physical therapist assistant program. These programs include a combination of classroom instruction and clinical experience. Coursework covers areas such as anatomy, physiology, kinesiology, and therapeutic exercise. After graduating, PTAs must pass a state-administered licensing exam to practice.   

PTAs work in a variety of healthcare settings, including hospitals, outpatient clinics, rehabilitation centers, nursing homes, home health agencies, and schools. The specific work environment can vary depending on the type of patients they serve and the goals of their treatment plans.   

The projected high job growth for physical therapist assistants is driven by the increasing demand for rehabilitation services due to the aging population and the rising prevalence of chronic conditions such as arthritis and stroke. Additionally, advancements in medical technology have led to increased survival rates for individuals with injuries and illnesses, further boosting the need for rehabilitative care.   

Career advancement opportunities for PTAs may include specialization in areas such as geriatrics, orthopedics, or sports medicine through continuing education and advanced certifications. Some PTAs may also choose to pursue further education to become physical therapists.   

The career of a Physical Therapist Assistant offers the reward of helping patients regain their mobility and improve their quality of life. It also provides job stability and a positive work environment. However, the work can be physically demanding, requiring PTAs to be on their feet for extended periods and assist patients with exercises and movements.   

Professional organizations such as the American Physical Therapy Association (APTA) offer resources, continuing education opportunities, and networking for PTAs.   

The growing emphasis on preventative care and the management of chronic conditions will likely continue to drive the demand for PTAs as part of comprehensive healthcare teams. The increasing awareness of the benefits of physical therapy in managing pain and improving function across various age groups also contributes to the positive job outlook for this profession.   

Occupational Therapy Assistants

Occupational Therapy Assistants (OTAs) work under the direction of occupational therapists to help patients develop, recover, and improve the skills needed for daily living and working. Their responsibilities include implementing treatment plans designed by occupational therapists, which may involve activities of daily living (ADL) training, therapeutic exercises, fine motor skill development, and the use of adaptive equipment. OTAs also assist patients with tasks such as dressing, bathing, and eating, and they educate patients and their families on how to use assistive devices and adaptive techniques. Monitoring and documenting patients' progress and reporting to the supervising occupational therapist are also key aspects of their role.   

To become an OTA, individuals typically need to complete an associate's degree program from an accredited occupational therapy assistant program. These programs include classroom instruction in areas such as human development, anatomy, and occupational therapy principles, as well as supervised clinical fieldwork. Graduates must then pass a national certification examination administered by the National Board for Certification in Occupational Therapy (NBCOT) to become certified occupational therapy assistants (COTA). Most states also require licensure to practice.   

OTAs work in various settings, including hospitals, rehabilitation centers, schools, nursing homes, mental health facilities, and home health agencies. The specific work environment depends on the population they serve and the focus of the occupational therapy interventions.   

The projected high job growth for occupational therapy assistants is driven by factors similar to those affecting physical therapist assistants, including the aging population, the increasing prevalence of chronic conditions, and advancements in medical care that lead to a greater need for rehabilitation services. The growing recognition of the importance of occupational therapy in helping individuals with disabilities and injuries participate fully in life also contributes to the demand for OTAs.   

Career advancement for OTAs may involve specialization in areas such as gerontology, pediatrics, or hand therapy through continuing education and specialty certifications. Some OTAs may also pursue further education to become occupational therapists.   

The career of an Occupational Therapy Assistant offers the satisfaction of helping people gain independence and improve their ability to perform everyday tasks. It provides a supportive work environment and opportunities to make a tangible difference in patients' lives. However, the work can be physically demanding, requiring OTAs to assist patients with movements and activities.   

Professional organizations such as the American Occupational Therapy Association (AOTA) provide resources, continuing education, and networking opportunities for OTAs.   

The increasing focus on holistic care and the understanding of the impact of functional abilities on overall well-being will likely continue to fuel the demand for occupational therapy services and, consequently, for OTAs. The role of OTAs in promoting mental health and addressing sensory processing issues is also gaining recognition, further expanding their scope of practice and job prospects.   

Home Health and Personal Care Aides

Home health and personal care aides provide essential support to individuals who are elderly, disabled, or ill, allowing them to remain in their homes and maintain a degree of independence. Their responsibilities can vary widely depending on the needs of the client but often include assisting with personal hygiene tasks such as bathing, dressing, and grooming; helping with mobility and transfers; preparing meals and assisting with feeding; light housekeeping; and providing companionship. Home health aides may also monitor basic health indicators such as temperature and pulse and assist with medication reminders, under the supervision of a registered nurse or other healthcare professional. Personal care aides typically focus more on non-medical support services.   

The educational requirements for these roles are generally less stringent compared to other healthcare professions. A high school diploma or equivalent is often sufficient, and many aides receive on-the-job training. Some states may require certification for home health aides, which involves completing a brief training program and passing an exam.   

Home health and personal care aides primarily work in clients' private residences. They may also find employment in assisted living facilities, group homes, and hospice settings. Their work environment is typically less formal than in hospitals or clinics.   

The projected high job growth for home health and personal care aides is among the highest in the healthcare sector, driven by the rapidly aging population and the increasing preference for receiving care in a home setting rather than in institutional facilities. The rising number of individuals with chronic conditions also contributes to the demand for these services.   

Career advancement opportunities for home health and personal care aides may include specializing in certain types of care, such as dementia care, or pursuing further education to become a certified nursing assistant (CNA) or licensed practical nurse (LPN).   

The career of a home health or personal care aide offers the significant reward of helping vulnerable individuals maintain their dignity and independence in the comfort of their own homes. It can be a fulfilling role for those who are compassionate and enjoy providing direct care and support. However, the median pay for these roles tends to be lower compared to other healthcare professions, and the work can be physically and emotionally demanding.   

While there are no specific professional organizations dedicated solely to home health and personal care aides, resources and training may be available through home healthcare agencies and state-level organizations focused on aging and disability services.   

The increasing emphasis on home and community-based services as a cost-effective and preferred alternative to institutional care will continue to drive the substantial demand for home health and personal care aides in the coming years. The growing awareness of the importance of social support and companionship in maintaining the well-being of individuals with chronic conditions and disabilities further underscores the value of these roles.   

Substance Abuse, Behavioral Disorder, and Mental Health Counselors

Substance abuse, behavioral disorder, and mental health counselors help individuals overcome challenges related to mental health, emotional well-being, and addiction. Their responsibilities include conducting assessments, developing treatment plans, providing individual and group therapy, and offering support and resources to help clients cope with issues such as anxiety, depression, substance use disorders, and trauma. They may also work with families and communities to promote mental health and prevent substance abuse.   

The educational requirements for these counselors typically include a master's degree in counseling, psychology, social work, or a related field. Some entry-level positions may be available with a bachelor's degree, but a master's degree is generally required for licensure and independent practice. Many states also require counselors to pass a licensing exam and complete a certain number of supervised clinical hours.   

Counselors in these fields work in a variety of settings, including outpatient mental health clinics, community health centers, hospitals, residential treatment facilities, correctional facilities, schools, and private practices. The work environment can vary depending on the specific population they serve and the nature of the counseling services provided.   

The projected job growth for substance abuse, behavioral disorder, and mental health counselors is driven by the increasing awareness of mental health issues and the need for accessible and effective treatment. The ongoing opioid crisis and the growing recognition of the impact of mental health on overall well-being further contribute to the demand for these professionals.   

Career advancement for counselors may involve specialization in areas such as child and adolescent counseling, marriage and family therapy, or addiction counseling through additional training and certifications. Some counselors may also pursue doctoral degrees to engage in research or teaching.   

The career of a substance abuse, behavioral disorder, and mental health counselor offers the profound reward of helping individuals improve their lives and overcome significant challenges. It can be a deeply meaningful profession for those who are empathetic, have strong communication skills, and are passionate about mental health and well-being. However, the work can be emotionally demanding and may involve dealing with clients facing difficult and sensitive issues.   

Professional organizations such as the American Counseling Association (ACA), the American Psychological Association (APA), and the National Association of Social Workers (NASW) provide resources, ethical guidelines, continuing education, and advocacy for counselors in these fields.   

The growing societal focus on mental health and the reduction of stigma associated with seeking help will likely continue to drive the demand for qualified substance abuse, behavioral disorder, and mental health counselors. Their role in promoting emotional wellness and addressing the complex issues of addiction and mental illness is increasingly recognized as essential to overall public health.   

Epidemiologists

Epidemiologists are public health professionals who investigate the patterns, causes, and effects of health-related events and diseases in populations. Their responsibilities include designing and conducting studies, collecting and analyzing data, interpreting results, and developing strategies to prevent and control diseases and other health problems. They play a crucial role in identifying risk factors, tracking outbreaks, and informing public health policies and interventions.   

The educational requirements for epidemiologists typically include a master's degree in public health (MPH) or a related field such as epidemiology or biostatistics. Some research-oriented positions may require a doctoral degree (PhD). These graduate programs provide training in areas such as study design, data analysis, statistical methods, and public health principles.   

Epidemiologists work primarily for government agencies such as public health departments and the Centers for Disease Control and Prevention (CDC). They may also be employed by universities, research institutions, hospitals, and non-profit organizations. Their work environment often involves a combination of office work, fieldwork to collect data, and laboratory analysis in some cases.   

The projected job growth for epidemiologists is driven by the increasing focus on public health, the need to understand and address emerging infectious diseases, and the growing importance of data-driven decision-making in healthcare and public health. Events such as pandemics and outbreaks of infectious diseases highlight the critical role of epidemiologists in protecting public health.   

Career advancement for epidemiologists may involve specializing in a particular area of epidemiology, such as infectious diseases, chronic diseases, or environmental epidemiology. Experienced epidemiologists may also move into leadership roles in public health agencies or research organizations.   

The career of an epidemiologist offers the reward of contributing to the health and well-being of entire populations by identifying and addressing the root causes of disease and health problems. It is a field that combines scientific rigor with a commitment to public service. However, the work can sometimes involve long hours, particularly during public health emergencies, and may require strong analytical and problem-solving skills.   

Professional organizations such as the American Public Health Association (APHA) and the Society for Epidemiologic Research (SER) provide resources, networking opportunities, and scientific publications for epidemiologists.   

The ongoing need to monitor and respond to public health threats, both known and emerging, and the increasing emphasis on evidence-based public health practices will continue to drive the demand for skilled epidemiologists. Their expertise is essential for developing effective strategies to improve population health outcomes and prevent disease.   

🔖Conclusions:

The healthcare sector in the United States presents a landscape rich with opportunity for individuals seeking careers with strong growth potential and the chance to make a meaningful difference in people's lives. The professions explored in this article—Nurse Practitioners, Physician Assistants, and Medical and Health Services Managers—all demonstrate significant projected growth, driven by fundamental shifts in demographics, healthcare needs, and technological advancements. Each of these fields offers unique responsibilities, educational pathways, and work environments, catering to a diverse range of interests and skills. The consistent and projected expansion across these various healthcare domains underscores the overall stability and opportunity within the sector for individuals at different educational levels and with varied professional aspirations. Aspiring healthcare professionals are encouraged to delve deeper into these rewarding career paths, aligning their interests and aptitudes with the specific demands and rewards of each field. Consulting the professional organizations associated with each occupation will provide further detailed and up-to-date information crucial for making informed career decisions and embarking on a successful journey in the dynamic and vital healthcare industry.