By 2030, Gen Z is projected to make up 30% of workers globally. That number jumps to 40% by 2040. Forward-thinking companies have a limited window to implement meaningful strategies that will resonate with this new generation of workers. Now is the time to prepare and lead the market of tomorrow.

Digital natives and civically engaged, Gen Z is a tech-savvy, values-driven workforce. Neglecting their priorities has the potential to negatively affect your future company culture, employee engagement, and capacity for innovation—and create a disconnect with market trends. Ultimately, this impacts customer loyalty, brand reputation, and community support. Simply put, failing to engage Gen Z puts a company’s competitiveness at risk.

The best way to engage purpose-driven generations like Gen Z prior to their official workforce entry is by investing in their education. Learning—both inside and outside the classroom—addresses three critical future-proof opportunities at once:

Providing equal opportunities for students of all backgrounds.
Creating a high-quality pipeline of skilled workers who are ready for future industry trends.
Demonstrating an organization’s commitment to making a positive impact, meeting Gen Z’s preference for purpose.

What makes Gen Z a unique workforce asset?

Gen Z’s range is wide, with the youngest in their early teens and the oldest in their late twenties, already in the workforce. They have been impacted by a unique set of economic, social, and technological upheavals—from the 2008 financial crisis to the many disruptions during COVID-19—that have shaped their worldview and work style.

As the first generation to grow up from birth with access to the internet and social media, their adoption of these technologies is unmatched. In addition, Gen Z has come of age during a time of rising inflation, soaring housing costs, and persistent student debt. They’ve lived through the explosion of remote work and the gig economy. They thrive in diverse, inclusive environments that prioritize transparency and encourage open dialogue and feedback. They seek employers that align with their values. All these factors influence Gen Z’s approach to work, education, and finances—and companies that invest in and consider Gen Z’s priorities will have a first-mover advantage to support, attract, and retain the workers critical to corporate success in the years ahead.

The business opportunity: Engaging Gen Z early

Investing in K-12 education demonstrates a purpose-driven approach to business that your current employees desire and Gen Z expects. Surveys show that Gen Z values purpose ahead of a paycheck, at greater levels than any prior generation.

Studies show that leading as a purpose-driven company supports achieving better business results, higher market share, faster growth, and higher employee and customer satisfaction. A robust local engagement and volunteering strategy not only strengthens ties to local communities, it also keeps employees engaged and helps organizations build a strong culture. For Gen Z, whose values are deeply rooted in community and purpose-driven actions, they seek employers who not only talk about making a difference, but also show a tangible commitment to social causes, with local initiatives as an increasingly significant factor in their employment choices.

This local community involvement builds trust, enhances company reputation, and directly aligns with the values that Gen Z holds dear, making it a powerful tool for attracting and retaining this dynamic workforce. In fact, a Gallup survey found that companies with highly engaged business units and teams have 23% higher profitability, 81% less absenteeism, and 10% higher customer loyalty.

Getting started, getting there first

Here are four ways to enhance your strategy to win the next generation of workers and get there first.

1. Invest in K-12 education: Companies should engage Gen Z early by investing in education initiatives that align with their values and fill critical gaps in traditional curricula such as:

Financial education: Empower young people with foundational knowledge and tools to budget, save, manage debt, and invest effectively.
Workforce readiness: Expose students to future careers by introducing them to emerging fields and equipping them with necessary skills and pathways.
Mentorships, internships, and scholarships: Provide students with access to career opportunities and exposure to both careers in emerging fields and to professionals in those fields that look like them. Provide tips to prepare students for these future careers and assist in their pursuit of higher education, continued education, and certifications.

2. Provide authentic engagement opportunities for students: Create programs that allow your employees to engage directly with Gen Z and younger students. This could include volunteer programs, virtual workshops, or speaking engagements at schools. Authentic interactions build trust and demonstrate your commitment to making a positive impact.

3. Address economic challenges: Create content and campaigns that acknowledge and address the financial stressors faced by Gen Z, such as inflation and student debt. Offer resources and tools that can help them navigate these challenges.

4. Leverage technology and social media: Utilize technology and social media platforms to engage with Gen Z. Share interactive and educational content that aligns with their digital habits. Use social media to create a community where Gen Z can share their experiences and learn from each other with accurate and factual content.

Now is the time to act

Generation Z is not just the next wave of workers—it’s a generation poised to redefine the workplace. Their unique beliefs, values, and workstyles present both challenges and compelling opportunities for businesses. By investing in education and aligning with Gen Z’s values, ahead of competitors, companies can build a stronger pipeline of employees and gain a clear business edge.

Now is the time for business leaders to act. The companies that invest in Gen Z today will be the clear winners tomorrow.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

Engage Gen Z today, lead the market tomorrow