Communication is all about audience, audience, audience. If we're going to talk about attracting the next generation of the water workforce we have to know who they are. Guess what? It's not the Millennials. They're already here and we need to work on creating organizational cultures that keep them here. Ben gives us numerous insights into Gen Z and what it will take to attract and retain them in the water workforce. Our industry provides many benefits they are looking for, we just have to communicate it to them effectively!