The number of employees in the advertising and market research sector in Germany has been decreasing steadily since 2013. The workforce in 2023 stood at 177,000 persons. The year-on-year variation reveals a consistent decline, with the sector shrinking by 2.21% in 2023. This follows a trend from earlier years, which saw decreases of 2.69% in 2022 and 3.12% in 2021. The average variation per year over the last five years (CAGR) is -3.08%, indicating a continued shrinkage in the workforce.
Looking forward, the forecast data indicates a continued but slower decline, with a forecasted 5-year CAGR of -0.82%. By 2028, the workforce is expected to drop to 167,000 persons, marking a cumulative decrease of 4.02% from 2023.
Future trends to watch for include:
- Impact of digital transformation on traditional advertising roles.
- Emergence and integration of AI and automation in market research.
- Changing consumer behaviors driving shifts in marketing strategies.
