Where? Who's shifting? Can you please cite some examples? Related, even if some companies are trying to squeeze more out of a single person, it doesn't mean it's the right thing to do. We've all seen the job postings asking for "UI/UX Designers" who can create logos & brands, do usability testing, build design systems, produce & edit videos for social media , facilitate workshops, create customer journeys, build & test prototypes, and be a full stack developer.