VMA goes data-first with 2025 Industry Metrics launch

The Visual Media Association has launched its 2025 Industry Metrics Survey, aiming to provide updated data on Australia's print, sign, packaging, and visual media sector valued at AUD $15 billion.

The survey is designed to assist marketing and advertising professionals in benchmarking the effectiveness and resilience of the country's media manufacturing sector. It provides data intended to help marketers and agencies better understand developments in sustainable, skilled, and certified supply chains, particularly at a time when government reviews are influencing the future of local production.

The Visual Media Association (VMA) has called on businesses from across the print, sign, packaging, mail, and visual media fields to participate in the survey.

Participation is open to both VMA members and non-members, with the intention of ensuring the industry's collective voice is accurately represented during legislative discussions in Parliament.

Significant legislative and regulatory reviews concerning skills, sustainability, procurement, and manufacturing are currently in progress at the government level. The VMA maintains that comprehensive industry metrics are essential for these discussions, and that the information collected will directly inform the Buy Australian Print and Packaging lobbying initiatives, among other advocacy efforts.

"This is not just a survey, it's a voice from industry that is fact based and united," said Kellie Northwood, Chief Executive Officer, Visual Media Association. "When we walk into Canberra and across State Government departments, data drives influence. The more participation we have, the more robust our voice becomes to shape legislation that affects every part of our industry."

This year's survey takes approximately 30 minutes to complete and seeks information across several key areas, including salary benchmarks and employment demographics, skills and training levels, sustainability certifications, operational practices, customer sector breakdowns, and business confidence indicators.

Building on three years of continuous improvement in data collection, the 2025 survey is expected to deliver detailed insights for both individual businesses and policymakers.

These insights will range from economic forecasting to environmental leadership, reinforcing the role the industry plays in Australia's manufacturing landscape.

Northwood highlighted the industry's scale and significance, stating, "Our industry is one of Australia's largest manufacturing employers, contributing nearly AUD $15 billion annually and supporting thousands of regional and metropolitan jobs. However, to maintain that voice in policy and procurement conversations, we need verified data."

She further emphasised the broad importance of industry-wide participation: "Whether you're a VMA member or not, your input strengthens the future of Australian print and packaging while also assisting your businesses in benchmarking its position across the industry."

This year's survey is supported by Ricoh Australia as an industry partner. Mark Moro, National Manager, Ricoh Graphic Communications Sales at Ricoh Australia, commented on the importance of data-driven initiatives for the sector.

"Ricoh is proud to back the 2025 Industry Metrics Survey. Data is power, it enables businesses to make informed decisions, adapt to market challenges, and plan confidently for the future. We encourage everyone to participate and help strengthen this essential benchmarking initiative."

The findings from the 2025 Industry Metrics Survey will be presented at a virtual briefing in December, to be followed by Industry Leader Lunches in Ricoh showrooms located in Sydney, Melbourne, Adelaide, Perth, and Brisbane. A detailed member report and a public summary report will be made available following these events.

Northwood called on all sector participants to ensure their voices are heard: "Now is the time to act. Government is listening, and the more voices we bring, the louder our industry is heard. Take 30 minutes, complete the survey, and help us build the evidence base that keeps Australian print, packaging and visual media strong."

The VMA's annual survey is positioned alongside other association programs, such as Keep Me Posted, Two Sides, and Love Paper, which advocate for transparency, sustainability, and trust in print communications, supporting the ongoing development of responsible sourcing and verified industry storytelling.