Marketing adds CAD $130.9bn to Canada's GDP, study finds

Signal49 Research found that marketing activity contributed CAD $130.9 billion to Canada's GDP in 2024, placing it alongside retail trade and oil and gas extraction in economic scale.

The analysis also found that marketing activity supported nearly 861,500 jobs in 2024, up from 754,200 in 2019, and generated close to $75 billion in labour income. Average annual earnings in these roles were estimated to be 30 per cent higher than the national average.

The figures suggest a marked rise in marketing's economic footprint over five years. GDP linked to marketing activity increased from CAD $94 billion in 2019 to CAD $130.9 billion in 2024, while associated government revenues rose from CAD $34.4 billion to CAD $47.8 billion over the same period.

Federal tax revenues reached CAD $23.7 billion in 2024, up from CAD $16.9 billion in 2019. Provincial tax revenues climbed to CAD $20.5 billion, a 40 per cent increase.

The report presents marketing as a broad economic function rather than a narrow corporate department, linking it to employment across a range of occupations. It also found that marketing's contribution to GDP is more than double that of accommodation and food services.

Alan Chaffe, Associate Director of Economic Research at Signal49 Research, placed the findings in the context of the wider economy. "Marketing has emerged as a prominent contributor to Canada's economy, accounting for one in every 25 jobs nationally," he said.

"While marketing roles are changing as digital technologies and artificial intelligence continue to transform how organisations engage with consumers, marketing is playing an increasingly strategic role in shaping innovation, growth, competitiveness, and our economy," Chaffe said.

AI use

Separate findings cited alongside the economic analysis suggest that marketing is also one of the main areas in which artificial intelligence is already being used in business. Analysis from the Canadian Marketing Association and Signal49 Research found that 70 per cent of Canadian B2C eCommerce companies use AI for marketing, compared with 12 per cent of businesses overall.

This contrasts with the common view that Canada has lagged in the adoption of business AI. The research suggests marketing teams are among the earliest groups within organisations to apply the technology to day-to-day commercial activity.

The same analysis points to a tension between consumer expectations and commercial practice. It found that 90 per cent of Canadians have concerns about data privacy, yet 73 per cent prefer personalised and relevant advertising.

This leaves marketing departments balancing performance goals with growing scrutiny over how customer data is collected, stored, and used. The report said this raises expectations around responsible data stewardship as digital tools, AI, personalisation, and loyalty programmes reshape the sector.

It also points to a role for governments and policymakers in setting clear privacy rules and supporting digital infrastructure. The research argues that regulatory clarity will matter as companies expand data-driven marketing while maintaining consumer trust.

Regional split

Ontario and Quebec accounted for more than two-thirds of the total GDP impact identified in the study, with provincial contributions broadly reflecting the size and structure of their economies.

Between 2019 and 2024, the share of GDP generated by marketing activity increased across all provinces. Ontario and Nova Scotia recorded the largest gains over that period.

The findings also touch on marketing's role in business performance, arguing that organisations that invest in strong brand strategies consistently outperform peers on sales, operating income, and resilience during periods of economic uncertainty.

Esther Benzie, President & CEO of the Canadian Marketing Association, said the figures show the sector's broader importance to business and the economy. "Marketing plays a mission-critical role in Canada's economic success because it's foundational to how every business connects, competes, and innovates," she said.

"At $130.9 billion in GDP impact, comparable to retail trade and oil and gas-marketing, it doesn't just support our economy, it drives it forward. From startups to multinationals, across every sector, marketing capabilities determine competitive advantage both nationally and globally. This is why investing in marketing excellence isn't optional-it's essential for Canada's continued prosperity. When marketing thrives, Canada's entire economy benefits," Benzie said.