The social involvement of millennials: how this generation is transforming the modern company
The transformation of the business world is taking a new turn under the impetus of millennials. This generation, which represents around 50% of the active workforce in Canada, is redefining the criteria for making purchasing decisions and selecting employers.
Social and environmental values are now at the heart of their priorities.
Our expertise as the first B Corp certified accounting firm in Quebec enables us to observe this evolution on a daily basis. Companies that succeed in attracting and retaining Generation Y talent are those that demonstrate a genuine social commitment, aligned with the values of these young professionals. This reality is gradually transforming the face of organizations, from decision-making processes to business models.
Millennials are no longer content with a simple job or a soulless brand – they actively seek out organizations whose positive social impact resonates with their deepest convictions. This quest for meaning is overturning traditional standards and prompting companies to rethink their role in society, creating an unprecedented movement of transformation in the business world.
Who are millenials? A committed generation!
Born between 1981 and 1996, millennials represent approximately 75% of the global workforce workforce in 2025. This generation, marked by the Great Recession and the COVID-19 pandemic, places social impact at the heart of its priorities. Their vision of the world, shaped by new technologies and social networks, leads them to favor organizations aligned with their deepest convictions.
This quest for meaning is particularly evident in their approach to work. For many, the social impact of their future employer is the most important criterion, ahead of remuneration.
Authenticity and social commitment are becoming decisive criteria, both in their everyday purchases and in their career choices. Millennials are scrutinizing companies’ concrete actions, beyond mere declarations of intent. Their perspective on social responsibility is transforming the relationship between brands and their consumers.
This generation is redefining business standards, creating a new paradigm in which financial performance and positive social impact are inseparable. Companies that have understood this are now adapting their strategies to meet these new expectations.
The impact company, more than just a trend
Faced with this new reality, the business world is undergoing a profound transformation, andimpact-based business models are multiplying.
Integrating social impact at the heart of corporate strategies is becoming a survival imperative. Pioneering organizations are developing innovative programs, from intergenerational mentoring to partnerships with community organizations, to meet the expectations of young talent.
This change redefines performance criteria. Leading companies now measure their success not only in financial terms, but also in terms of their positive contribution to society and the environment.
When social commitment becomes strategic
Forward-thinking organizations turn their social commitment into a major competitive advantage. But implementing genuine social strategies requires a holistic approach. Market leaders are now integrating these initiatives into their governance, operational processes and performance measurement. Giants like Microsoft and Patagonia are leading the way with innovative programs that combine profitability and positive impact.
Alignment between stated values and concrete actions becomes a key success factor. Companies that succeed in this strategic transformation benefit from increased talent loyalty and greater resilience in the face of market challenges.
B Corp certification: a choice that resonates
B Corp certification is emerging as a concrete response to the aspirations of millennials, who are often more loyal to certified employers than to traditional organizations.
This certification profoundly transforms corporate practices, from the supply chain to participative governance. Millennials are guaranteed a verified and measured commitment that goes beyond mere declarations of intent.
The B Corp movement is experiencing marked growth in Quebec, with 26 new certifications in 2024, bringing the total to 153. This dynamic reflects the changing expectations of young talent, who now prefer organizations whose positive impact is formally recognized.
Attracting tomorrow’s talent
The race for millennial talent is forcing organizations to rethink their attraction strategies. Pioneering companies are developing community involvement programs enabling employees to devote part of their working time to social projects of their choice.
Reverse mentoring models are gaining ground, where young professionals share their vision of social impact with senior executives. This approach profoundly transforms the corporate culture, creating an enriching intergenerational dialogue.
Transparency about concrete actions is becoming paramount. Forward-thinking companies now include social impact objectives in performance reviews and professional development plans, responding to the aspirations of tomorrow’s talent.
Transforming the company from within
At the heart of organizations, a silent revolution is taking shape under the impetus of young professionals.
Innovative initiatives are emerging, such as the “Social Impact Labs”, where teams develop concrete solutions to meet societal challenges. These innovation labs, presentin 55% B Corp-certified companies in Quebeccertified companies in Quebec, are becoming catalysts for organizational change.
The transformation extends to decision-making processes, with the introduction of new performance indicators incorporating social and environmental criteria. Forward-thinking companies are adopting balanced scorecards, measuring their positive impact alongside their financial results.
A vision that inspires all generations
The social commitment of millennials now resonates with all generations. And certified B Corp organizations are a perfect illustration of this generational convergence. In these structures, multi-generational teams collaborate on social innovation projects, creating a unique synergy between the experience of baby-boomers and the committed vision of younger people.
The new models of responsible enterprise appeal as much to experienced talent in search of meaning as to young graduates. This dynamic is transforming organizations into catalysts for social change, with each generation making its own unique contribution to a common, meaningful project.
At Demers Beaulne, we’re proud to play an active part in this transformation of the business world. Our B Corp certification testifies to our concrete commitment to the values that drive the new generation of professionals. It validates our social and environmental performance according to the most demanding standards, while driving us to continuous improvement.
This certification particularly resonates with the expectations of millennials, who are looking for genuinely committed employers. For us, it represents much more than a label: it is the recognition of a corporate vision in which performance and positive impact are mutually enriching.
Our B Corp commitment enables us to attract and retain the best talent, while helping to build a more inclusive and sustainable economy. We enthusiastically pursue this mission, convinced that the future belongs to organizations that place social impact at the heart of their strategy.
