STATE OF THE
PROFESSION REPORT
We measure what we care about, and we achieve what we measure.
The State of the Profession (SOTP) report helps us track demographic shifts and evolving attitudes toward inclusion and belonging in the marketing and advertising profession.
This research is vital to ensure we’re all making progress toward our joint mission of opening the marketing and advertising profession to all voices and perspectives.
The report primarily gathers data within the three markets The BrandLab serves — Minneapolis, St. Paul, and Milwaukee.
We’ve seen progress over the years, but there’s still more work to do. We look forward to this, the sixth SOTP report, to help us reflect on how far we’ve come and to reignite our joint commitment to further change.
History of the report
Almost 11 years ago in 2014, thanks to committed partners who answered our call, we released the first BrandLab State of the Profession report. The report has been updated in 2016, 2018, 2020, and 2023. The 2025 report will be the sixth iteration, and we’re going deeper to learn more about both the quantitative and the qualitative realities within the profession.
Interested in viewing past reports? Download them here.
How often is the report released?
An updated report is released biennially. The 2025 report will be released this summer. Check back on this website to view this year’s report.
Who is involved in crafting the report?
This year, we’re partnering with two Minneapolis women-owned marketing agencies, Fusion Hill and Collective Measures, for survey execution through the creation and release of this comprehensive report.
For questions, reach out to info@thebrandlab.org.
Millwaukee skyline photo by Coasted Media on Unsplash.
Minneapolis skyline photo by Kevin Nalty on Unsplash.
St. Paul skyline photo by weston m on Unsplash.