Creative businesses, like any other business, face challenges, especially at the initial stage when owners struggle to attract the right clientele. Many immigrant entrepreneurs rely on digital marketing to reconnect with customers lost through immigration. Given this trend, it is important to identify the hurdles immigrant entrepreneurs face and whether digital marketing really helps overcome them.
Digital channels have lowered entry barriers for small businesses, offering cost-effective ways to reach audiences compared to traditional advertising. For creative entrepreneurs, this means visibility without large budgets, which is a significant advantage when starting out in a new country.
Immigrants in Finland and creative entrepreneurship
According to Fornaro (2018, 7), the number of immigrant employees in Finland increased by 90 percent from 2006 to 2014, while entrepreneurs with foreign origin grew by 92 percent. These numbers show immigrants trust entrepreneurship to overcome the challenge of finding a job.
Creative industries like design, fashion, media, games and architecture contribute notably to Finland’s economy (Europa Regina 2025). Sirisena (2025, 1) states in her thesis study that despite the contribution of small creative businesses to Finland’s economy by creating innovative jobs and making the industry rich in diversity, immigrant entrepreneurs of Finland can find it very challenging when establishing their startup in Finland.
For example, a small design studio founded by an immigrant may face months of networking before securing its first Finnish clients. Digital platforms allow such businesses to showcase portfolios globally, reducing dependence on local contacts in the early stages.
Challenges for small creative businesses
Legal complexities, taxation, lack of awareness of government support, lack of funds, socio-cultural barriers, limited networks and language issues make immigrant entrepreneurship challenging. Creative businesses must find their niche and attract customers who appreciate their style. Immigrants often struggle to understand Finnish tastes and need strong local networks. Adapting while retaining one’s style is challenging.
Blending creativity with digital marketing
Compared to other businesses, creative businesses have the potential to create unique content that appeals to the audience. This is where the creative businesses could reap the benefits of digital marketing strategies like rich storytelling through visuals, audio, blogs, and vlogs. For immigrant entrepreneurs, creating engaging social media content is a practical way to apply these strategies and reconnect with lost clients.
Social media is often the first marketing tool used, because it combines creativity and direct interaction. Posts, reels, and short videos help build a brand personality and attract followers who later become customers.
Overcoming challenges and moving ahead
In public business services in Finland, there is a need for advisors who are well-trained with an understanding that people from different cultures think differently (see Sultana 2025, 31). Immigrant entrepreneurs running small businesses should also have access to government advisory services (taxation, legal procedures) and information on how to apply for possible grants. This could be done easily with the help of advisors and support programmes. Better access to Finnish networks helps connect with local customers and to understand their preferences. This improves sales and builds strong customer relationships.
Finnish Enterprise Agencies (2025) is a national network of 45 local offices providing free, confidential guidance for starting a business in Finland. Services cover business idea evaluation, business plans, financial calculations and registration steps. The network supports over 10,000 new entrepreneurs annually, including immigrants, helping them meet legal requirements and build sustainable businesses.
Authors
Jayaprada Sirisena is completing a bachelor’s degree in International Business at LAB University of Applied Sciences.
Sari Suominen works as Senior Lecturer at the LAB University of Applied Sciences in Lahti.
References
Bronzini, E. 2021. Vintage, camera, brown, paper. Pexels. Cited 6 Dec 2025. Available at https://www.pexels.com/photo/a-vintage-camera-on-brown-paper-6956303/
Europa Regina. 2025. Creative Industries Finland. Cited 5 Dec 2025. Available at https://europaregina.eu/creative-industries/europe/finland/
Finnish Enterprise Agency. 2025. From dreams to business. Cited 10 Dec 2025. Available at https://uusyrityskeskus.fi/en/
Fornaro, P. 2018. Immigrant Entrepreneurship in Finland. ETLA Report No 83. Cited 5 Dec 2025. Available at https://www.etla.fi/wp-content/uploads/ETLA-Raportit-Reports-83.pdf
Sirisena, J. 2025. Success Factors for Small Creative Businesses in Finland: The Role of Digital Marketing and Immigrant Entrepreneurship. Bachelor’s thesis. Lahti University of Applied Sciences, Faculty of Business and Hospitality Management. Lahti. Cited 5 Dec 2025. Available at https://urn.fi/URN:NBN:fi:amk-2025120733270
Sultana, N. 2025. Immigrant entrepreneurship through the lens of a development company. Case: Lahti Region Development LADEC Ltd. Bachelor’s thesis. Lahti University of Applied Sciences, Faculty of Business and Hospitality Management. Lahti. Cited 10 Dec 2025. Available at https://urn.fi/URN:NBN:fi:amk-2025052315097
