The number of employees in the advertising and market research sector in Finland has shown a steady upward trend over the past decade. Starting from 9.7 thousand people in 2013, the figure dropped slightly in 2014 but recovered and grew steadily, reaching 10.5 thousand in 2023. The year-on-year variation has generally shown positive increments, with notable improvements particularly since 2016. Over the last five years, the industry has experienced an average annual growth rate (CAGR) of 0.58%.
Projected data indicate that this upward trend will continue, with the number of employees expected to reach 10.8 thousand by 2028. The forecasted 5-year CAGR stands at 0.37%, reflecting a modest yet consistent growth rate.
Future trends to watch for include the impacts of digital transformation on employment in the sector, the potential for remote and hybrid work models to affect hiring practices, and the influence of artificial intelligence and automation on job roles within advertising and market research.
