Lovell's New Report: How Millennials and Gen Z Are Redefining the Future of Work

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Canada NewsWire

WATERLOO, ON, Nov 21, 2017 /CNW/ –

Lovell’s 2017 Change GenerationTM Report provides new insights into the career aspirations, work values, and career priorities of Millennials and Gen Z; with an emphasis on how corporations can better recruit, engage, and market to these younger generations of talent.

TORONTO, Nov. 21, 2017 /PRNewswire/ – The digital revolution has changed business in many ways, but one shift that isn’t yet readily embraced is how it affects strategies to recruit, train, and retain the next generation.

In North America, Millennials are the largest generation in the workforce, and according to the United Nations, more than 40% of the world’s population is under the age of 25 – making the largest youth generation in history.

Lovell Corporation, an award-winning millennial consultancy and influencer marketing agency, releases the phase one results of a two-part in-depth comparative research study on the workplace values of Millennials and their successors Generation Z. The information uncovered through the full study available for free download, identifies strategies to encourage youth-led innovation, create better quality job opportunities, and retain young talent in the workplace.

In partnership with the University of Guelph, Lovell Corporation surveyed over 2000 young people between the ages of 14 and 36 years-old across Canada to define the characteristics of this emerging new cohort and how their career expectations and workplace values compare to Millennials.  As a result of the findings, the next generation of the workforce is best characterized as The Change Generation™.

“We can describe Millennials as driven by growth and lifestyle in the workplace while Generation Z are motivated by growth and PASSION,” Kelly Lovell explains. “This is a generation prioritizing the impact and purpose of their work before salary.”

Download the full 2017 Change GenerationTM Report for free at:


Led by Kelly Lovell, a globally recognized thought leader, social entrepreneur, and consultant, Lovell Corporation is an award-winning millennial consultancy and influencer marketing agency. Through our comprehensive brand portfolio, we help industry leaders and corporations recruit, engage, market to, and retain Millennials and Generation Z. We train clients on leadership, Millennials and youth engagement, digitalization at work and corporate social responsibility. Our branded content, youth speakers bureau and market research help clients engage young talent in an authentic way; while our digital audits and human resources (HR) services improve Millennial employee recruiting and retention quality. Our portfolio includes: BridgingTheGap™ (digital strategy, training and millennial marketing); Kelly A. Lovell™ (thought leadership & influencer marketing); The Change Generation™ (global youth entrepreneurship and influencer network); YOU Effect™ (branded content & media production); and MyEffect™ (employee engagement & corporate social responsibility).

For more information, visit or follow our CEO on Twitter @kellyalovell.

SOURCE Lovell Corporation

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About the founder

Kelly Lovell is the founder and CEO of Lovell Corporation. She is globally recognized for her expertise, particularly on engaging Millennials and Generation Z More