For those of us who are older, by which we mean over 30, are reconciling ourselves to a strange truth: Gen Z, the young people born between 1996 and 2015, are far more aware of the world around them than we ever were.

This is a generation that is working to put its “money where it mouth is.”

They see global issues, like climate change, social justice, and the like, as being not only real, but as motivators for their actions, including their choice of employer.

Where earlier generations might have been skeptical of their governments, Gen Z sees corporations as being stewards of the future. And, at the moment, they see most major corporations as being really bad at it.

This is the generation that’s leaving school now and will be for 20 years or so.

For established businesses that have never factored these issues into their business models, now is the time.

The next work generation’s best and brightest will pass by companies that ignore the world’s most pressing social issues. They’ll end up at your competitors, giving your opponents a massive advantage in brain power.