Finland’s economy is turning – now is the time to build mental availability
After months of pessimism, Finnish consumers’ confidence in the economy began showing signs of an upturn in summer 2026. In June, Statistics Finland’s monthly consumer confidence indicator reached its highest level since February 2022. In August, the indicator sat even higher, at a long-term average level.
While the overall situation still doesn’t warrant a celebration, the foundations for growth are there, says Sanoma’s Sales Director Karri Ahonen. In addition to the improved consumer confidence, Finland has landed large investments in the past months. Out of the OECD countries, Finland recorded the second highest GDP growth rate in the first quarter of 2026.
Recently, both ETLA Economic Research and The Labour Institute for Economic Research LABORE forecast economic growth of 1,7 per cent in 2026, when their previous estimate was around 1 per cent.
”I’m getting positive signals from our clients as well, even in industries with high-consideration products where purchases have long been postponed. New home sales seem to be slowly recovering, and people are starting to renovate their homes. In daily consumer goods, private label products are being swapped for brands for a bit of everyday luxury,” Ahonen says.
Prepare for the upswing – marketing creates mental availability
When is it the right time to ramp up marketing, then? Right when the tides are beginning to turn, Karri Ahonen says. This is the time to build demand and secure your starting position for when the economy improves.
“Marketing research shows that brands who maintain or increase their share of voice at a turning point see more growth in their market share in the following years compared to their competitors. Mental availability is not built in a minute, and the brands that invest in their visibility when others hesitate will be on top of mind when the consumer is ready to purchase.”
At a moment like this, a relatively small investment could make you a notable figure in your industry.
“The right timing stems from understanding your target group’s view on their personal economy and recognising shifts in purchases. Those who pay attention to data and make their move now are likely to be the market leaders tomorrow. The ones waiting for an upswing will pay more for their share later,” Ahonen states.
Claim you space in Finnish media before the bustle of 2027
While unemployment rates are slower to recover and the Finnish population is polarised when it comes to confidence and purchasing power, the main target audiences of many advertisers have a more positive outlook on their economy compared to just a few months ago.
“This group is receptive to marketing right now and ready to alter their buying habits,” Ahonen says.
With the parliamentary elections taking place in spring 2027 and the gaming market opening to competition in July, next year will be busy in Finnish media. If you wish to beat the crowds and stand out, now is a great time to start.
Ahonen recommends making sure your message is timely and relevant and putting effort into long-term development of your brand in Finland.
“Marketing is an investment, and all investments are made ahead of time.”