Whether you’ve been championing diversity and inclusion practices since day one or are just beginning to affect change in your workplace, the time to do more is today. Generations, as a whole, are demanding it.

They grew up with the world in their pocket and the ability to participate from their couches. Understandably, many millennials view activism differently than previous generations, often making it part of their lifestyle. Regardless of where they grew up, their worldview is informed by much more than what they’ve learned from their block or boulevard.

In the “Door of Clubs 2017 Gen Z: Diversity in the Workplace Report,” 5,000 Gen Zers from 100 universities in the U.S. were asked how much they value employer diversity on a scale of one to 10. While 7.5 was the average, 1,419 respondents ranked this factor at a 10.

What does this mean for the workplace? Companies that want to hire and retain top upcoming talent should create inclusive environments, representative and fulfilling, for this diverse talent pool.

Ping-pong tables and smoothie Tuesdays won’t woo this crew.

Even if you’re lucky enough to provide these perks, the appeal wears off quickly when basic workplace motivations are missing. Millennials care more about where they work than their predecessors and choose workplaces based on the company’s impact on their careerand the world.

Companies, it’s time to create meaningful environments, develop policies and build a culture that is inherently inclusive. Some say top-down leadership initiatives are key to hiring and retaining a diverse team. Others may say company culture. I’ve watched a sole recruiter make magic. Let’s do it all.

I’ve seen the impact marketing teams have in creating a more inclusive workplace. The department churns out content daily for all audiences -- internal and external. With each piece loaded with visuals, tone and nuance, marketers have opportunities to include or exclude. For me, having an awareness of the discussions within and across LGBTQ, people of color, people with disabilities and women’s rights communities is critical to how I contribute as a marketer.

The following are tactical ways marketers can contribute to creating an inclusive environment:

Make sure your marketing materials represent.

Your market research results came back with an executive target buyer, 66% male, mostly white? This is my surprised face.

The mistake teams often make is over-indexing one persona. Ask yourself:

• What remaining personas also fulfill your key buyer?

• Does this market research consider evolving demographics?

• What’s the margin for error for this data?

Part of the challenge of being a marketer today is maintaining relevance and a distinct brand voice -- while keeping up with content demands. Asking these questions helps to keep in lockstep with your actual buyer.

Relying on the white male executive as our key visual doesn’t help brand stories like it once might have. Salesforce’s nonbinary mascot Astro is used to welcome all audiences to the company, but there are many ways to attract and endear. Check out TONL and Blend Images for stock photography that features people of color and The Noun Project for icons.

Update company email signatures and business cards to include pronouns.

Including preferred pronouns in everyone’s email signature and business card helps normalize the fact that we shouldn’t presume gender (e.g., Lola Catero, MVP, Pronouns: She/Her). Having this in visible communications decreases the number of times transgender and gender-nonconforming (TGNC) colleagues come out to their peers. This open space could also allow for closeted colleagues to feel more comfortable coming out.

Create one publicly viewable parental leave policy.

Get rid of gendered paternity and maternity leave policies. We know childbearing hurts women’s earnings. And the “mommy tax” worsens with each subsequent child. One parental leave policy for all employees allows new parents to balance household responsibilities while resetting traditional gendered workplace norms. It’s a real way to show up for working parents and help everyone bring their better, more productive selves to work.

Procreation plans aren’t anyone’s business; why must candidates ask about policy to get access to it? Publicly posting parental leave allows candidates to use this information during their evaluation process. Millennials and Gen Zers will likely value the transparency.

Ensure events are welcoming and inclusive.

Events are an opportunity to showcase your company. When inviting nonemployees, there are a few ways to make them feel welcome before they arrive. Consider including the following information on the invite:

• Wheelchair accessibility details

• Information about photography usage and ability to opt out

• If bathrooms will be gender neutral

• If IDs or names will be checked at entry (some individuals present differently than their government issued ID)

• Whom to contact with accessibility questions, especially if there won’t be an American Sign Language (ASL) interpreter on site

Install gender-neutral bathrooms -- and communicate them correctly.

This doesn’t mean you have a women’s room, men’s room and a separate bathroom on a random floor that says “inclusive bathroom.” Might as well out everyone. Proper gender-neutral bathrooms use signage that says “gender-neutral bathroom,” “restroom,” “all-gender bathroom” or simply shows an icon of a toilet. Additionally, floor-length stalls are important for privacy.

Codify and communicate with brand guidelines.

Brand guidelines put a value on diversity and inclusion while setting the tone for how your company communicates. If it’s not one of your key values, then it’s difficult to make the case for putting preferred pronouns on email signatures or ensuring representative creative.

Potential employees look at company websites and social channels to vet company culture. If they don’t see themselves, then don’t count on their applications.

Regardless of your role, you have an impact in shaping your company culture, from changing a policy to making a candidate feel welcome. This list isn’t comprehensive; I’m eager for more voices and contributions so we can welcome this oncoming generation of colleagues the best way possible.