What’s happening: Lakeshore Advantage has released a report on the needs and aspirations of emerging workers in the Lakeshore region. The effort is part of an initiative to help the region’s business community attract and retain top talent. The Frost Center for Data and Research at Hope College conducted the research, surveying 216 individuals between the ages of 18 and 34 during late summer and early fall of 2024.
Why this matters: The data will guide Lakeshore Advantage’s efforts to support young professionals, who are key to the region’s long-term economic vitality. By understanding what drives emerging workers to stay — or leave — the area, stakeholders can better align efforts to foster a more inclusive, opportunity-rich community.
“As competition for talent intensifies, we must stay laser-focused on ensuring the Lakeshore region remains an attractive, viable option for emerging workers,” says Mandy Cooper, vice president of strategic initiatives at Lakeshore Advantage. “The fact that so many young adults would recommend living here and see themselves staying long-term is incredibly promising. Now is the time to tackle issues and secure the talent our businesses need today and in the future.”
What it found: Two-thirds of respondents say they would choose the Lakeshore region over other locations if job and housing conditions align. The report also highlights strong quality-of-life factors that contribute to a desire to stay, including:
- Access to Lake Michigan
- Outdoor recreation
- Proximity to family
- A sense of safety
At the same time, respondents offered feedback on areas that need improvement:
- Affordability and compensation: Local salaries and benefits earned an average score of 3.24 out of 5.0. The cost of living was rated even lower at 2.78. Fewer than 20% of respondents view the region as affordable.
- Inclusivity and advancement: About half say the Lakeshore feels inclusive. Fewer than half see strong opportunities for career advancement or professional networking.
What they are saying: “As a young professional, I want to build my career in a place that offers both opportunity and a great quality of life,” says Noah Walters, a journeyman eyelet tool and die maker at Trans-Matic. “It’s encouraging to see a focus on talent retention and community investments that make it easier for people like me to stay and grow here.”
What’s next: Lakeshore Advantage plans to promote high-demand career opportunities and engage a diverse group of young professionals to shape future strategies. The organization will work with employers, educators, and government leaders to strengthen support systems and build vibrant communities. These collaborative efforts aim to grow a robust talent pipeline and ensure a skilled workforce ready to meet the region’s evolving needs.
Read the full
Lakeshore Advantage: Emerging Worker Survey Report for more data and insights.
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