Marketing Activity Surges as Key Economic Driver in Canada
Event summary
- Marketing activity contributed $130.9 billion to Canada's GDP in 2024, up from $94 billion in 2019.
- The sector supported 861,500 jobs in 2024, with average earnings 30% above the national average.
- Ontario and Quebec combined generated over two-thirds of the total GDP impact from marketing activity.
- Government revenues from marketing activity reached $47.8 billion in 2024, up from $34.4 billion in 2019.
The big picture
Marketing has emerged as a critical economic sector in Canada, rivaling traditional industries like retail and oil & gas. This shift underscores the growing importance of digital technologies and AI in shaping consumer engagement and business competitiveness. The sector's substantial contribution to GDP and employment highlights its strategic role in driving innovation and economic growth across provinces.
What we're watching
- Regulatory Scrutiny
- How evolving data privacy regulations will impact marketing's use of AI and personalization.
- Provincial Disparities
- Whether Ontario and Nova Scotia can sustain their rapid growth in marketing GDP contribution.
- Digital Investment
- The pace at which governments will invest in digital infrastructure to support marketing innovation.
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