Graphics by Steve Maver
Balancing change and continuity in the industry today
By Marika Gabriel
Surveys are crucial indicators of the pulse of industries—and the signage industry is no exception. In Sign Media Canada’s 18th annual survey, we offer a glimpse into the thoughts and experiences of professionals navigating this landscape across the country. This year, we gathered data on crucial topics shaping the signage world—from career journeys and educational backgrounds to job satisfaction, income, and company profitability.
What do these findings reveal? While some trends are familiar, unexpected insights challenge some of our assumptions about the industry. This year, for instance, the role of artificial intelligence (AI) in the industry was uncovered, with responses shedding light on how technology is shaping businesses.
As we examine the state of Canada’s sign industry, these collective—completely anonymous—findings highlight the current state and illuminate the path forward. Read on to explore trends and get a sneak peek into what 2025 and beyond potentially have in store.
Home base
Where are you?
The sign industry in Canada is heavily concentrated in Ontario, with 44.8 per cent of participants based in this province. Other significant regions include British Columbia (19.0 per cent) and Alberta (15.3 per cent). Quebec accounts for 7.4 per cent, and the remaining provinces, such as Manitoba and Nova Scotia, have smaller shares. Notably, there is limited representation from the Northwest Territories, Yukon, Nunavut, and Prince Edward Island, with some provinces showing zero participation.
When comparing these findings to 2023, we observe a trend toward an older demographic, as the percentage of those over 60 increased from 19.5 per cent last year, and the 55-59 age group fell from 23.4 per cent. As seasoned professionals retire, this change raises important questions about the industry’s future and underscores the need to attract and keep younger talent in the field.
Who are you?
The sign industry continues to be predominantly male, with 78.3 per cent of respondents identifying as male; 20.4 per cent as female, and 1.3 per cent selecting “other” or preferring not to disclose their gender. The age distribution of participants skews older, with 29.9 per cent being 60 or older, followed by 21.0 per cent in the 55 to 59 age range and 18.5 per cent between 45 and 49.
In contrast, younger participants are scarce, with only 3.8 per cent aged 25 to 29 and a mere 0.6 per cent under 24, suggesting an aging workforce.
What is your age?
The learning curve
What did you study?
Most participants have pursued post-secondary education, with 33.1 per cent completing college without earning a degree. Additionally, 20.8 per cent hold two-year degrees, and 18.2 per cent possess undergraduate degrees. A smaller proportion (15.6 per cent) completed high school, and 5.2 per cent earned master’s degrees. Notably, 73.5 per cent of respondents indicated that their degrees were not specifically related to the sign industry—a slight increase from last year’s 70 per cent.
Miles on the clock
What experience do you have?
Regarding industry experience, 33.6 per cent of respondents have been in the sign business for 30 years or more, and 15.4 per cent have been involved for 20 to 24 years. Only 8.7 per cent have worked in the industry for 0 to 4 years, suggesting a highly experienced workforce.
Titles and tasks
What do you do?
Nearly half of the respondents (49.7 per cent) are business owners, reflecting the entrepreneurial nature of the industry. Other common roles include graphic designers (10.1 per cent) and sales executives (7.4 per cent).
Since COVID-19, life has changed in many ways. Over the past five years, people have experienced both growth and challenges, many of which were triggered by the pandemic. Some have found financial stability, career growth, and opportunities for business expansion, while others are grappling with inflation, heavier workloads, and dissatisfaction with their jobs. Many responses highlight frustrations such as a shortage of skilled workers, poor communication, outdated systems, and demanding clients. These issues have created inefficiencies, increased workloads, and left employees feeling unsupported by leadership.
Time on the job
What is your work schedule?
Most respondents (93.2 per cent) work full-time in the sign industry, with 41 to 50 hours per week being the most common work schedule (35.1 per cent). About 66.2 per cent supervise other employees.
Professional partnerships
How do you network?
Industry associations are vital resources for signage professionals, offering insights into current trends and challenges. They facilitate networking opportunities, access to educational resources, and industry research, empowering members to enhance their skills and stay informed. Among the several industry associations nationwide, the Sign Association of Canada (SAC) continues its trend of standing out as the most popular professional organization, with 62.4 per cent of respondents being members. The International Sign Association (ISA) also has significant representation (37.6 per cent). Participants also mentioned other associations, such as the Society for Experiential Graphic Design (SEGD), though with lower membership numbers.
Mapping the landscape
How big is your business?
Most businesses in the sign industry are small, with 63.2 per cent employing 1 to 10 people. Larger businesses, with over 40 employees, represent 12.0 per cent of the respondents. In terms of revenue, 31.2 per cent of respondents said they earned annual revenue of $1-3 million; 16.8 per cent report yearly revenues
between $250,000 and $599,999; while 11.2 per cent generate less than $250,000 per year.
Compensations and perks
How are you compensated?
Several respondents reported salaries exceeding $60,000 per year (66.4 per cent), with only a small percentage earning less than $30,000. Most participants do not earn an hourly wage, with 75.5 per cent stating they are part of the full-time salaried workforce. Benefits such as paid vacations (77.7 per cent) and dental insurance (53.8 per cent) are common in the industry. Additionally, 52.3 per cent receive medical insurance, and 45.4 per cent have life insurance.
Blueprints
What signs do you make?
In terms of business operations, signmaking is the most common activity, with 40.0 per cent of respondents identifying it as their main business. Manufacturing also plays a significant role (24.8 per cent), while supply/distribution accounts for 9.6 per cent, among other operations.
The journey ahead
What next?
The survey reveals that 38.8 per cent of respondents feel more satisfied with their current roles compared to five years ago, while 36.7 per cent report the same level of satisfaction, and 24.5 per cent feel less satisfied. Investigating the impact of the COVID-19 pandemic on their work health could help identify the reasons behind these points of view. When asked about their future, 38.6 per cent of participants anticipate remaining in similar positions five years from now, while 11.4 per cent see themselves in management positions. A small percentage (9.1 per cent) stated that they will not be in the sign business, while 37.9 per cent are preparing for retirement. This trend further underscores the industry’s aging workforce.
Clicks and connections
Do you use social media?
Facebook is the dominant social media platform for sign businesses, with 82.5 per cent of respondents active on it. Instagram (59.2 per cent) and LinkedIn (53.4 per cent) are also popular, though there is relatively little engagement with other popular platforms. YouTube is used by 13.6 per cent of companies, primarily for video content and promotions. Windows and Google Chrome were the preferred choice for operating systems and browsers, respectively.
When it comes to AI, 68 per cent of respondents reported not using AI in their business. The responses highlight mixed feelings about AI in the industry. While some businesses have started integrating AI for tasks such as graphic design, text composition, and customer inquiries, others remain hesitant or critical. Many believe human creativity is irreplaceable, with concerns relating to AI’s impact on authentic interaction and creative quality. Time constraints and skepticism also play a role, as some professionals find AI solutions unnecessary or not yet useful in their operations. Despite limited use, AI’s influence is growing, though cautiously approached.
