Ranked: The Most Valuable Brands in the World in 2020
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Ranked: The Most Valuable Brands in the World

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Most Valuable Brands 2020

Ranking The World’s Most Valuable Brands

Due to its intangible nature, the power of a brand can be difficult to translate to a balance sheet. That said, a brand that truly connects with consumers and stands the test of time can deliver immense financial value.

Today’s graphic pulls data from the 2020 edition of Brand Finance’s annual Global 500 report, which ranks the world’s top brands by value using a multi-dimensional formula.

By quantifying the true value of a brand, investors and key decision makers can identify value that extends beyond quarterly earnings reports.

How much are brands really worth?

A Closer Look at the Leaderboard

With 18% growth in the last year resulting in an eye-watering brand value of $220 billion, Amazon is a clear winner as the world’s most valuable brand—towering over Google and Apple’s brand valuations. As the largest online marketplace on the planet, Amazon relies on innovative technologies and investments in fast-growing sectors, such as healthcare, to create a diverse retail ecosystem.

Although tech companies command five of the top 10 spots in the ranking, brands from more traditional industries are hot on their tails.

Here are the top 100 most valuable brands according to the report:

RankingBrand2020 Brand ValueYoY % ChangeCountrySector
#1Amazon$220B17.5%United StatesRetail
#2Google$160B11.9%United StatesTech
#3Apple$140B-8.5%United StatesTech
#4Microsoft$117B-2.1%United StatesTech
#5Samsung$94B3.5%South KoreaTech
#6ICBC$80B1.2%ChinaBanking
#7Facebook$79B-4.1%United StatesMedia
#8Walmart$77B14.2%United StatesRetail
#9Ping An$69B19.8%ChinaInsurance
#10Huawei$65B4.5%ChinaTech
#11Mercedes-Benz$65B7.8%GermanyAutomobiles
#12Verizon$63B-10.5%United StatesTelecoms
#13China Construction Bank$62B-10.2%ChinaBanking
#14AT&T$59B-32%United StatesTelecoms
#15Toyota$58B11.1%JapanAutomobiles
#16State Grid$57B11.1%ChinaUtilities
#17Disney$56B22.7%United StatesMedia
#18Agricultural Bank of China$55B-0.7%ChinaBanking
#19WeChat$54B6.8%ChinaMedia
#20Bank of China$51B-0.7%ChinaBanking
#21The Home Depot$50B7.3%United StatesRetail
#22China Mobile$49B-11.9%ChinaTelecoms
#23Shell$47B12.4%NetherlandsOil & Gas
#24Saudi Aramco$47BN/ASaudi ArabiaOil & Gas
#25Volkswagen$45B7.6%GermanyAutomobiles
#26YouTube$44B17.5%United StatesMedia
#27Tencent QQ$44B-11.3%ChinaMedia
#28Starbucks$41B4.5%United StatesRestaurants
#29Wells Fargo$41B2.3%United StatesBanking
#30BMW$40B0.0%GermanyAutomobiles
#31Deutsche Telekom$40B-13.6%GermanyTelecoms
#32Moutai$39B29.1%GermanySpirits
#33PetroChina$38B3.3%ChinaOil & Gas
#34Coca-Cola$38B4.8%United StatesSoft Drinks
#35Mitsubishi Group$38B42.8%JapanAutomobiles
#36McDonald’s$37B18.9%United StatesRestaurants
#37Taobao$37B-20.7ChinaRetail
#38NTT Group$36B-12.8%JapanTelecoms
#39Bank of America$35B-3.6%United StatesBanking
#40Nike$35B7.3%United StatesApparel
#41Porsche$33B15.6%GermanyAutomobiles
#42Sinopec$33B14.7%ChinaOil & Gas
#43IBM$33B1.5%United StatesTech
#44CITI$33B-9%United StatesBanking
#45Honda$33B28.6%JapanAutomobiles
#46Marlboro$33B-2.7%United StatesTobacco
#47Deloitte$32B9.6%United StatesCommercial Services
#48Chase$31B-13.8%United StatesBanking
#49Tmall$31B-15.9%ChinaRetail
#50UPS$29B0.6%United StatesLogistics
#51American Express$29B6.2%United StatesCommercial Services
#52Xfinity$29B6.4%United StatesTelecoms
#53United Healthcare$28B-7.4%United StatesHealthcare
#54Sumitomo Group$28B4.5%JapanMining, Iron & Steel
#55Intel$27B-5.5%United StatesTech
#56VISA$27B-3%United StatesCommercial Services
#57Instagram$27B58%United StatesMedia
#58China Life$25B-4.4%ChinaInsurance
#59Accenture$25B-3.8%United StatesIT Services
#60Allianz$25B7.5%GermanyInsurance
#61CSCEC$25B-3.3%ChinaEngineering & Construction
#62PWC$25B-0.3%United StatesCommercial Services
#63Lowe’s$25B3.4%United StatesRetail
#64Mitsui$24B15.8%JapanMining, Iron & Steel
#65General Electric$24B-14.4%United StatesEngineering & Construction
#66EY$24B2.1%United KingdomCommercial Services
#67Oracle$24B-6.7%United StatesTech
#68Cisco$24B7.1%United StatesTech
#69BP$23B2.6%United KingdomOil & Gas
#70CVS$23B9.1%United KingdomRetail
#71Total$23B8.1%FranceOil & Gas
#72FedEx$23B-5.1%United StatesLogistics
#73Netflix$23B8.4%United StatesMedia
#74China Merchants Bank$23B1.8%ChinaBanking
#75JP Morgan$23B15.3%United StatesBanking
#76Boeing$23B-29%United StatesAerospace & Defence
#77Costco$23B32.1%United StatesRetail
#78SK Group$22B-17.5%South KoreaTelecoms
#79Wuliangye$21B30.1%ChinaSpirits
#80Evergrande$21B0.5%ChinaReal Estate
#81Nestle$21B3.4%SwitzerlandFood
#82Hyundai Group$21B-2.8%South KoreaAutomobiles
#83China Telecom$21B-2.8%ChinaTelecoms
#84Siemens$21B-7.2%GermanyEngineering & Construction
#85TATA Group$21B2.3%IndiaEngineering & Construction
#86Mastercard$21B8.4%United StatesCommercial Services
#87Bosch$20B-14.6%GermanyEngineering & Construction
#88IKEA$19B-9.4%SwedenRetail
#89HSBC$19B-3.6%United KingdomBanking
#90Spectrum$19B25%United StatesTelecoms
#91Vodafone$19B-10.3%United KingdomTelecoms
#92Pepsi$19B2.2%United StatesSoft Drinks
#93Alibaba$19B28.8%ChinaRetail
#94Ford$18B-1.4%United StatesAutomobiles
#95AIA$18B17.3%ChinaInsurance
#96Orange$18B-13.7%FranceTelecoms
#97Nissan$18B-4.5%JapanAutomobiles
#98Chevron$18B4.7%United StatesOil & Gas
#99GUCCI$18B20.2%ItalyApparel
#100Dell Technologies$18B-22.9%United StatesTech

American retail giant Walmart enters 2020’s top 10 ranking with an impressive brand value increase of 14% to $77.5 billion. The retailer’s recent success could be partially attributed to its growing strategic partnership with Microsoft—which currently sits in sixth place. By tapping into Microsoft’s cloud services, Walmart can now provide a digital first retail experience for its customers.

Another brand that has experienced remarkable growth is China’s leading insurance company, Ping An. With 19.8% growth, resulting in a brand value of $69 billion, the financial conglomerate’s aggressive focus on fintech R&D has garnered the company 200 million retail customers and 500 million internet users—making it one of the largest financial services companies in the world.

While the majority of the world’s most valuable brands hail from the U.S. or China, which brands lead by region?

Most Valuable Brands by Region

Not surprisingly, Amazon leads as the most valuable B2C brand across the Americas, with the exception of Latin America. Beer brand Corona, was crowned as the leader in this region, boasting a brand value of $8.1 billion.

most valuable brands supplemental

In Europe, German companies outperformed other countries, with automotive brand Mercedes-Benz holding the title for the most valuable B2C brand for that continent—despite China being its biggest market.

On the other side of the world, Samsung reigns as Asia’s most valuable B2C brand. The company owns 54% of the nascent 5G market globally, having shipped 6.7 million 5G phones in the last year alone.

A Brand Eat Brand World

Whether brands are regional or global leaders, they still face the threat of being knocked of their perch by brands experiencing significant growth.

Climbing to the Top

With an increase of 65% to $12.4 billion, Tesla is officially the fastest-growing brand in the world. Despite concerns over not being able to keep up with demand, the electric car company is expected to exceed 500,000 vehicle deliveries in 2020. Having recently posted over $7 billion of revenue in the fourth quarter of 2019, the success of Tesla’s innovative models is sure to rattle the automotive brands in the ranking.

However, not everything comes down to innovation. European retailers Lidl and Aldi have seen growth of 40% and 37% respectively, and are only getting started.

After disrupting Europe’s entire supermarket industry by offering quality products at significantly lower prices, the chains now have their sights set on the U.S. market, with Aldi expected to surpass Kroger in sales.

Despite the unprecedented disruption caused by e-commerce, the popular assertion that entering digital operations brings instant success while bricks and mortar stores are doomed for extinction is being proved wrong

—David Haigh, CEO Brand Finance

In contrast, there are also well established brands that have struggled to retain brand value.

Racing to the Bottom

Chinese search engine Baidu—also known as the Google of China—recorded the largest drop in brand value, decreasing by 54% to $8.9 billion. The brand has struggled with a poor reputation and intensifying market competition. As a result, the brand’s revenues and subsequently its brand value were heavily impacted.

Boeing is a prime example of the unpredictability of brand value. As a company that once imbued trust and excellent safety standards, the brand’s value has dropped by 29% due to the recent reports of accidents that have tarnished its reputation.

The True Power of Brand

Boeing’s recent hardships reflect the volatile nature of brand value. While 244 brands in the entire ranking have increased their brand value year-over-year, another 212 have taken a hit.

Part of a brand’s purpose is to manage reputation, retain loyal customers, and generate awareness. Given that a brand is the sum of its parts, the ranking proves that an issue with any of these things could trigger a chain reaction, negatively impacting a brand’s bottom line.

So is it worth companies investing in their brand? All signs point to yes, for now.

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Visualized: The World’s Population at 8 Billion

Our population will soon reach a new milestone—8 billion. These visualizations show where all those people are distributed around the world

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Visualized: The World’s Population at 8 Billion

At some point in late 2022, the eight billionth human being will enter the world, ushering in a new milestone for humanity.

In just 48 years, the world population has doubled in size, jumping from four to eight billion. Of course, humans are not equally spread throughout the planet, and countries take all shapes and sizes. The visualizations in this article aim to build context on how the eight billion people are distributed around the world.

For extended coverage of this moment and what it means to the world, you can get access to our full report and webinar by signing up to VC+, our premium newsletter.

Now, here’s a look at each country’s population as of September 2022:

Global RankCountry/RegionPopulation (2022)
1🇨🇳 China1,451,832,064
2🇮🇳 India1,410,982,243
3🇺🇸 United States335,391,957
4🇮🇩 Indonesia280,139,383
5🇵🇰 Pakistan230,918,073
6🇳🇬 Nigeria218,243,241
7🇧🇷 Brazil215,986,577
8🇧🇩 Bangladesh168,436,792
9🇷🇺 Russia146,074,130
10🇲🇽 Mexico132,030,739
11Japan125,619,457
12Ethiopia121,709,461
13Philippines112,939,493
14Egypt106,839,825
15Vietnam98,311,965
16Democratic Republic of Congo96,104,525
17Iran86,465,398
16Turkey86,415,852
19Germany84,385,892
20Thailand70,192,866
21United Kingdom68,691,253
22France65,597,276
23Tanzania63,802,882
24South Africa61,027,608
25Italy60,264,287
26Kenya56,557,929
27Myanmar55,236,333
28Colombia52,123,686
29South Korea51,367,770
30Uganda49,222,889
31Spain46,795,195
32Sudan46,265,964
33Argentina46,141,195
34Algeria45,695,757
35Ukraine43,156,242
36Iraq42,348,230
37Afghanistan40,993,541
38Canada38,495,773
39Morocco37,914,397
40Poland37,754,428
41Saudi Arabia36,069,266
42Angola35,327,540
43Uzbekistan34,589,376
44Peru34,031,086
45Mozambique33,346,961
46Malaysia33,319,730
47Ghana32,594,574
48Yemen31,371,445
49Nepal30,357,476
50Madagascar29,381,411
51Venezuela28,257,503
52Cameroon28,111,718
53Cote d'Ivoire27,925,649
54Niger26,344,186
55Australia26,178,342
56North Korea26,033,387
57Taiwan23,913,311
58Burkina Faso22,270,251
59Mali21,646,251
60Sri Lanka21,615,470
61Malawi20,304,147
62Chile19,489,734
63Zambia19,613,655
64Kazakhstan19,292,183
65Romania18,956,053
66Guatemala18,688,479
67Syria18,506,569
68Ecuador18,262,799
69Senegal17,793,385
70Chad17,553,601
71Cambodia17,252,457
72Netherlands17,219,859
73Somalia16,951,984
74Zimbabwe15,362,663
75Guinea13,981,705
76Rwanda13,712,855
77Benin12,878,142
78Burundi12,740,471
79Tunisia12,101,418
80Bolivia12,039,974
81Haiti11,721,737
82Belgium11,703,272
83South Sudan11,494,756
84Cuba11,311,223
85Dominican Republic11,096,411
86Czechia10,753,478
87Jordan10,434,463
88Azerbaijan10,347,430
89Greece10,310,847
90Honduras10,269,662
91Sweden10,241,804
92United Arab Emirates10,164,747
93Portugal10,130,876
94Hungary9,605,987
95Tajikistan10,042,202
96Belarus9,442,398
97Papua New Guinea9,342,727
98Austria9,122,566
99Israel8,969,013
100Switzerland8,798,256
101Togo8,737,152
102Serbia8,659,648
103Sierra Leone8,357,040
104Hong Kong SAR7,635,279
105Laos7,519,384
106Paraguay7,333,782
107Libya7,086,602
108Bulgaria6,833,885
109Nicaragua6,805,420
110Kyrgyzstan6,774,001
111Lebanon6,758,016
112El Salvador6,560,071
113Turkmenistan6,236,038
114Singapore5,954,898
115Congo5,839,721
116Denmark5,838,070
117Finland5,559,984
118Norway5,517,561
119Slovakia5,465,545
120Oman5,414,812
121Palestine5,381,277
122Liberia5,338,398
123Costa Rica5,200,150
124Ireland5,064,136
125Central African Republic5,025,077
126Mauritania4,940,298
127New Zealand4,911,293
128Panama4,472,108
129Kuwait4,416,533
130Croatia4,049,640
131Moldova4,013,174
132Georgia3,972,171
133Eritrea3,659,593
134Uruguay3,500,798
135Mongolia3,400,693
136Bosnia and Herzegovina3,235,985
137Armenia2,975,648
138Qatar2,994,073
139Jamaica2,990,290
140Albania2,870,809
141Puerto Rico2,704,519
142Namibia2,648,122
143Lithuania2,640,339
144Gambia2,578,866
145Botswana2,462,832
146Gabon2,349,783
147Lesotho2,180,846
148North Macedonia2,083,183
149Slovenia2,079,575
150Guinea-Bissau2,077,878
151Bahrain1,845,321
152Latvia1,840,901
153Equatorial Guinea1,514,454
154Trinidad and Tobago1,409,672
155Timor1,377,091
156Estonia1,328,527
157Mauritius1,276,493
158Cyprus1,227,303
159Eswatini1,187,627
160Djibouti1,021,185
161Comoros913,105
162Fiji911,185
163Réunion909,806
164Guyana795,114
165Bhutan791,064
166Solomon Islands726,764
167Macao SAR669,734
168Luxembourg649,600
169Montenegro628,243
170Western Sahara632,115
171Suriname598,608
172Cape Verde569,810
173Micronesia (Fed. States of)561,300
174Maldives561,291
175Brunei447,038
176Malta444,182
177Belize414,449
178Bahamas401,818
179Guadeloupe400,277
180Martinique374,617
181Iceland346,259
182Vanuatu324,088
183French Guiana317,076
184New Caledonia291,762
185Mayotte288,384
186Barbados288,162
187French Polynesia284,580
188Sao Tome and Principe228,652
189Samoa201,401
190Saint Lucia185,519
191Channel Islands177,517
192Guam172,146
193Curaçao165,604
194Kiribati123,690
195Grenada113,966
196Saint Vincent and the Grenadines111,732
197Tonga108,440
198Aruba107,787
199United States Virgin Islands104,083
200Antigua and Barbuda99,773
201Seychelles99,725
202Isle of Man86,049
203Andorra77,542
204Dominica72,387
205Cayman Islands67,492
206Bermuda61,769
207Marshall Islands60,095
208Northern Mariana Islands58,336
209Greenland56,991
210American Samoa54,920
211Saint Kitts and Nevis54,052
212Faeroe Islands49,281
213Sint Maarten43,991
214Turks and Caicos39,924
215Monaco39,873
216Saint Martin40,198
217Liechtenstein38,374
218San Marino34,091
219Gibraltar33,669
220British Virgin Islands30,687
221Caribbean Netherlands26,779
222Palau18,288
223Cook Islands17,600
224Anguilla15,308
225Tuvalu12,126
226Nauru10,978
227Wallis and Futuna10,818
228Saint Barthelemy9,945
229Saint Helena6,118
230Saint Pierre & Miquelon5,732
231Montserrat4,999
232Falkland Islands3,723
233Niue1,651
234Tokelau1,396
235Holy See806

Below are regional breakdowns of population.

Africa’s Population by Country

As of 2022, Africa’s total population stands at 1.4 billion people. Many of the countries with the fastest growth rates are located in Africa and by 2050, the population of the continent is expected to jump to 2.5 billion.

Data visualization showing a population breakdown of African countries in 2022

Nigeria is Africa’s most populous country and its largest economy. Based on current growth rates, Nigeria’s largest city, Lagos, could even emerge as the world’s top megacity by the end of the century.

Africa has by far the lowest median age of any of the other continents.

Asia’s Population by Country

With 4.7 billion people in 2022, Asia is by far the world’s most populous region.

The continent is dominated by the two massive population centers of China and India. In 2023, a big shift will occur, with India surpassing China to become the world’s most populous country. China has held top spot for centuries, but the mismatch between the two countries’ growth rates made it only a matter of time before this milestone arrived.

Data visualization showing a population breakdown of Asian countries in 2022

Asia is a region of contrast when it comes to population growth. On the one end are countries like Singapore and Japan, which are actually shrinking. On the other, are Middle Eastern nations like Oman and Qatar, which have robust population growth rates of 4-5%.

Vietnam is on the cusp of becoming the 15th country to surpass the 100 million population mark.

Europe’s Population by Country

Europe’s population in 2022 is 750 million people—more than twice the size of the United States.

A century ago, Europe’s population was close to 30% of the world total. Today, that figure stands at less than 10%. This is, in part, due to population growth throughout other regions of the world.

More importantly though, Europe’s population is contracting in a number of places—Eastern Europe in particular. Many of the countries with the slowest growth rates are located in the Balkans and former Soviet Bloc countries.

Data visualization showing a population breakdown of European countries in 2022

Russia remains Europe’s largest country by population. Although the country’s landmass extends all the way across Asia, three-quarters of Russia’s people live on the European side of the country.

Germany is the second largest country in Europe, followed by the UK, France, and Italy.

Ukraine is the seventh largest population center in Europe, but it remains to be seen how the current conflict with Russia impacts the country’s long-term population prospects.

North America’s Population by Country

North America’s population is 602 million people as of 2022.

The continent is dominated by the United States, which makes up more than half of the total population. America’s population is still growing modestly (by global standards), but perhaps more interesting are the internal migration patterns that are occurring. States like Texas and Florida are seeing an influx from other states.

Data visualization showing a population breakdown of North American countries in 2022

Canada has one of the highest population growth rates of major developed economies thanks to international migration.

Mexico is currently the 10th most populous country, but will eventually be bumped from the top 10 list by fast-growing African nations.

South America’s Population by Country

The population of South America in 2022 is 439 million. Brazil makes up nearly half of that total.

Data visualization showing a population breakdown of South American countries in 2022

Sometime this decade, Colombia’s capital, Bogotá, will become the region’s fifth megacity (which is defined as having a population of 10 million or more). São Paulo, Rio de Janeiro, Buenos Aires, and Lima are South America’s current megacities.

Oceania’s Population by Country

The population of the Oceania region is 44 million people—just slightly higher than the population of California.

Australia, New Zealand, and Papua New Guinea make up the lion’s share of the population of this region.

Data visualization showing a population breakdown of Oceania's countries in 2022

Interestingly, many of the smallest countries by population can also be found in this region.

When Will Earth’s Population Hit 9 Billion?

The next global population milestone—nine billion—will likely be hit sometime in the 2030s.

In fact, Earth’s population is expected to continue growing until it hits a peak at some point in the 2080s—possibly over the 10 billion mark.

world at 8 billion report

Where does this data come from?

Source: United Nations, Department of Economic and Social Affairs, Population Division via Worldometer’s live tracker (as of Sept 27, 2022).

Context: The UN has estimated that November 15th, 2022, will be the date that the world population officially hits 8 billion.

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The Biggest Tech Talent Hubs in the U.S. and Canada

6.5 million skilled tech workers currently work in the U.S. and Canada. Here we look at the largest tech hubs across the two countries

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The Biggest Tech Talent Hubs in the U.S. and Canada

The tech workforce just keeps growing. In fact, there are now an estimated 6.5 million tech workers between the U.S. and Canada — 5.5 million of which work in the United States.

This infographic draws from a report by CBRE to determine which tech talent markets in the U.S. and Canada are the largest. The data looks at total workforce in the sector, as well as the change in tech worker population over time in various cities.

The report also classifies which metro areas and regions can rightly be considered tech hubs in the first place, by looking at a variety of factors including cost of living, average educational attainment, and tech employment levels as a share of different industries.

The Top Tech Hubs in the U.S.

Silicon Valley, in California’s Bay Area, remains the most prominent (and expensive) U.S. tech hub, with a talent pool of nearly 380,000 tech workers.

Here’s a look at the top tech talent markets in the country in terms of total worker population:

🇺🇸 MarketTotal Tech Talent% Talent Growth (2016-2021)
SF Bay Area378,87013%
New York Metro344,5203%
Washington D.C. 259,3106%
Los Angeles235,80010%
Seattle189,57032%
Dallas/Ft. Worth187,95015%
Chicago167,5606%
Boston166,4502%
Atlanta145,0807%
Denver117,62023%
Philadelphia115,450 7%
Minneapolis100,9905%
Phoenix99,60018%
Houston98,930-2%
Detroit 93,7705%
Austin 84,68021%
Baltimore79,0008%
San Diego77,780 16%
Raleigh/Durham69,05011%
Portland67,410 28%
South Florida66,660 8%
Charlotte61,95022%
Salt Lake City55,93029%
St. Louis53,9102%
Kansas City52,5000%
Tampa 52,24013%
Columbus50,3904%

America’s large, coastal cities still contain the lion’s share of tech talent, but mid-sized tech hubs like Salt Lake City, Portland, and Denver have put up strong growth numbers in recent years. Seattle, which is home to both Amazon and Microsoft, posted an impressive 32% growth rate over the last five years.

Emerging tech hubs include areas like Raleigh-Durham. The two cities have nearly 70,000 employed tech workers and a strong talent pipeline, seeing a 28% increase in degree completions in fields like Math/Statistics and Computer Engineering year-over-year to 2020. In fact, the entire state of North Carolina is becoming an increasingly attractive business hub.

Houston was the one city on this list that had a negative growth rate, at -2%.

The Top Tech Hubs in Canada

Tech giants like Google, Meta, and Amazon are continuously and aggressively growing their presence in Canada, further solidifying the country’s status as the next big destination for tech talent. Here are the country’s four tech hubs with a total worker population of more than 50,000:

🇨🇦 MarketTotal Tech Talent% Talent Growth (2016-2021)
Toronto289,70044%
Montreal148,90027%
Vancouver115,40063%
Ottawa81,20022%

Toronto saw the most absolute growth tech positions in 2021, adding 88,900 jobs. The tech sector in Canada’s largest city has seen a lot of momentum in recent years, and is now ranked by CBRE as North America’s #3 tech hub, after the SF Bay Area and New York City.

Vancouver’s tech talent population increased the most from its original figure, climbing 63%. Seattle-based companies like Microsoft and Amazon have established sizable offices in the city, adding to the already thriving tech scene. Furthermore, Google is set to build a submarine high-speed fiber optic cable connecting Canada to Asia, with a terminus in Vancouver.

Not to be left behind, Ottawa has also taken giant strides to increase their tech talent and stamp their presence. The country’s capital even has the highest concentration of tech employment in its workforce, thanks in part to the success of Shopify.

Map showing tech employment concentration in the U.S. and Canada

The small, but well-known tech hub of Waterloo also had a very high concentration on tech employment (9.6%). The region has seen its tech workforce grow by 8% over the past five years.

Six out of the top 10 cities by tech workforce concentration are located in Canada.

Evolution of Tech Hubs

The post-COVID era has seen a shifting definition of what a tech hub means. It’s clear that remote work is here to stay, and as workers migrate to chase affordability and comfort, traditional tech hubs are seeing some decline — or at least slower growth — in their population of tech workers.

While it isn’t evident that there is a mass exodus of tech talent from traditional coastal hubs, the rise in high-paying tech jobs in smaller markets across the country could point to a trend and is positive for the industry.

While more workers with great talent, resources, and education continue to opt for cost-friendly places to reside and work remotely, will newer markets like Charlotte, Tennessee, and Calgary see a rise of tech companies, or will large corporations and startups alike continue to opt for the larger cities on the coast?

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