Give yourself permission to be bad at something. Or surprisingly good at something. In 2021, people will embrace a beginner’s mindset and teach themselves skills from scratch.

Help Pinners start something new. Financial services brands can show Pinners how to create a budget to start a new hobby. Apparel brands can help outfit their audience for their new pastime, like beginner skateboarding clothes. Consumer packaged goods and household brands can show Pinners how to clean up after their inevitable first time fails—and encourage them to keep failing.