The Change Generation Report

The Change Generation® Report 2017

How Millennials and Generation Z are Redefining Work

The Change Generation® Report provides one of the first and largest national in-depth comparative research studies on the workplace values of Millennials and their successors, Generation Z.

Spearheaded by Lovell Corporation in partnership with the University of Guelph, this study defines the characteristics, career expectations, and attitudes of the youngest generations in the workforce help businesses and educators adapt to their needs. The findings reveal barriers to youth-led innovation, and what will be needed to create quality job opportunities and retain young talent in the future of work.

#Millennials are driven by growth and lifestyle in the workplace while #GenZ is motivated by growth and passion. #BridgingTheGap

Key Takeaways


Discover the characteristics, career expectations and values of the youngest generation in the workforce
woman working by a window, writing in her notebook


The implications of these findings on the future of work and what is needed to adapt to their needs
man working on a strategy workflow board


Ways your company can recruit, train, retain and market to the next generation of employees
work contract review, meeting

Topics Covered

Defining Today’s Youth Generation

Millennials vs. Generation Z and a deeper dive into the characteristics of Gen Z talent

Requested Support From Employers

Workplace gaps, mental health needs, desired career development opportunities

Work And Career Priorities

Top work values, definitions of career success, retention factors and more

Career Aspirations

Desired occupations, salary expectations and perception of the entrepreneurship landscape

Communication Preferences

Social media use, preferred brand marketing channels

Download Report for Free

More Insights

Lovell Report: Gender and The Future Workforce

Gender-Based Career Shifts between Millennials and Gen Z

Millennial Marketing and Employee Communications

About Us

Lovell Corporation, a global youth consultancy and innovation firm, provides market research, talent development and training for organizations to adapt to the changing workforce and bridge opportunity gaps for emerging talent.

Since our inception, Lovell Corporation remains committed to bridging the gap between industry and the next generation. With international networks that reach young innovators in over 60 countries, we’re sought out globally for our expertise with Millennials and Generation Z, preparing for the future of work, entrepreneurship and next-generation innovation.

Our Expertise

Lovell Corporation provides authentic market insights and services to help clients understand and meaningfully connect with the next generation—be it employees, customers or innovators. A proponent for public-private sector collaboration, we work with policymakers at the United Nations, G7, G20, W20 and cabinet ministries to increase youth entrepreneurship, upskill talent and develop inclusive workplace programs. These efforts have led to engagements at the UN High-Level Political Forum, the UN ECOSOC Youth Forum, the President of the General Assembly’s Youth Dialogue and advisory roles for multiple stakeholder groups for the UN Sustainable Development Goals (SDGs).

As Canada’s foremost agency for connection with Millennial and Generation Z markets, Lovell Corporation is a leading source for thought leadership, workplace training, millennial consulting, and youth engagement services. With specialized brand portfolios in research, media and technology, Lovell Corporation takes a diverse approach to help industry leaders and stakeholders recruit, market to, and retain the next generation.

Download The Change Generation Report