$130B Powerhouse: How Marketing Builds Canada

Marketing isn't just a cost center—it's a $130.9 billion engine of the Canadian economy, accounting for 4.6% of GDP and supporting one in every 25 jobs. In a groundbreaking report, the Canadian Marketing Association reveals that marketers embedded across sectors like banking, retail, and tech are driving national growth as much as traditional industries. Esther Benzi, CEO of the CMA, argues that recognizing marketing as a strategic economic force is essential for sustainable investment and national competitiveness. As AI reshapes the profession—70% of Canadian e-commerce firms now use AI in marketing—critical thinking, ethics, and data stewardship are the new core skills. The report also shows that award-winning marketing campaigns boost sales by 39% and profits by 63%, while loyalty programs yield 4.8x returns. For SMEs, integrating marketing into business strategy isn't optional—it's the key to outpacing GDP growth and building brand loyalty in a digital economy.