I really enjoy getting Axios newsletters. They scoop a lot of news, but they also bring forward thoughtful  information on a many emerging trends that might otherwise not gain sufficient visibility. Most recently, the What’s Next newsletter included a piece entitled 1 big thing: What Gen Z really wants. It got me wondering how many companies in the printing and packaging industries are planning for the changes that the growing number of Gen Zers joining their companies—or choosing not to—will bring.

The story references a report produced by murmuration in partnership with the Walton Family Foundation that provided great insight into this issue. It starts by pointing out that, “Lots of people are talking ABOUT Gen Z. Far fewer are talking TO young people. That has to change.”

Three years from now, when Gen Zers will make up 27% of the work force, their ages will range from 13 to 28. That means there are already a number of this generational cohort entering or already in the workforce, so now is the time to really be thinking about how the workplace should be changing in order to attract and retain these valuable employees.