Over the past decade, the advertising and market research sector in Canada has experienced fluctuations, peaking in 2014 and declining significantly by 2020 due to various economic challenges, including the pandemic. By 2023, it rebounded to approximately 60.42 thousand employees. The year-on-year growth from 2022 to 2023 was modest at 1.02%, reflecting a stabilization phase. The projected compound annual growth rate (CAGR) from 2024 to 2028 is 0.68%, with expected growth reaching around 63.09 thousand employees by 2028, indicating a slightly positive long-term trend.

Future trends to watch for in the industry include:

Technological advancements and digital transformation affecting job functions and required skills.
Potential for remote work to alter the traditional office setting permanently.
Increased emphasis on data analytics and AI, shaping new roles and career paths.
Growing importance of ethical advertising and sustainable marketing practices.