Maybe it is because we are just grateful to get any job offer, or maybe we feel we don’t have enough leverage to make a strong case, but only 38% of millennials negotiate their first salary, according to a new survey from NerdWallet and Looksharp, a company that helps connect graduates with jobs.

When millennials land job offers, it seems the only question they’re debating is whether to accept. But they should also be thinking about the terms of that acceptance, since there’s a good chance they’re being offered less than they deserve.

That unwillingness to haggle and ask for more is costing us thousands of dollars a year. Three-quarters of employers said they could raise starting salary offers by 5% to 10% during negotiations, according to the survey, which collected responses from 700 employers and almost 8,000 recent grads who entered the job market between 2012 and 2015.

There appears to be little risk in asking for a modest pay bump. Of the grads who did ask for a salary increase, 80% were at least partially successful. The vast majority of hiring managers—90%— said they had never retracted an offer because an entry-level candidate attempted to negotiate. Rather, 76% said candidates who negotiated appeared more confident for doing so.

Successfully negotiating that initial pay raise can also lead to a major increase in your lifetime earnings. A report from the New York Federal Reserve released earlier this year found that lifetime earnings are determined in your 20s, since the bulk of earnings growth happens during your first decade of work. The report, which studied the career paths of 5 million workers over 40 years, found that the average worker’s salary growth stagnates after the first 10 years, and only the wealthiest workers continue to see meaningful increases throughout their careers. That’s why your initial salary might be the most important of your career.

Of course, it isn’t just salary that young workers can negotiate when an offer is on the table. The survey found that of grads who asked for changes to other benefits, many successfully altered the terms of their work schedule (75%), paid time off (62%), bonuses (58%), and stock options (38%).

Apparently, millennials have chosen student loan repayments over golden beets.

In a move that has garnered a great deal of attention, Whole Foods recently announced that it is adjusting its strategy by launching a line of stores with lower prices.

It’s a concept that has become necessary for the high-end supermarket chain as they discover that millennials are more price conscious than anticipated.

Even with how do-gooder and values-oriented millennials have been said to be, the generation hasn’t in a major way gone for luxury-item prices for food that comes with better-for-the-planet promises.

Boomers remain the biggest buyers of luxury goods and services, at 50 percent, while millennials spend only 3 percent, according to The Fiscal Times.

Whole Foods is currently negotiating leases and also said they are building a team to focus on the new lower-cost markets. The company plans to begin opening the new stores in fall 2016.

But a blog on Inc.’s website makes a good point about how branding the new chain with the same name, Whole Foods, is liable to create consumer confusion.

The only thing that discredits the commentary is the author’s lame attempt at humor: “Since the retailer is targeting Millennials, who not call it Self-Entitled Foods?”

Side note: If you’re going to make a sideswipe like that, you look extra silly doing it with grammatical errors. Besides the obvious one, “self-entitled” is redundant. Being entitled is defined as believing “oneself to be inherently deserving of privileges.” The prefix is unnecessary. But, surely, this so-called burn reveals that the author is confused about more than prescriptive grammar; you can’t credibly critique the attempt Whole Foods is making to respond to new demographic trends while bringing up outdated stereotypes.

Whether it’s going to work out for the natural and organic foods grocer, which admittedly already has a vice-grip on the market with its more than 400 nationwide stores, remains to be seen.

Brett Johnson covers a wide array of sectors as a general assignment reporter. Before joining NJBIZ in 2014, he lived on the West Coast and wrote for a newspaper in Davis, Calif.

Dear Millennial, Are You Ready for a 100+ Year Life?

We’re in the midst of a global demographic shift resulting from increasing longevity and low birth rates. Life-spans have nearly doubled in the last century due to advances in science, sanitation, and safety, and lives grow longer each year.

The odds are that millennials and the generations that follow will experience significantly longer lives. So conversation about the future of aging is not just about “boomers.” It’s about all of us.

Many see aging only in negative terms, with the talk about entitlement costs, dependency ratios, and the challenges of disease and financial insecurity. But increased longevity has contributed to unprecedented economic growth and opportunities for personal fulfillment that previous generations could only dream of. Innovations in genomics, personalized medicine, and digital health will mean more time to work, learn, contribute, and recreate.

How will millennials respond? How should members of this generation prepare? Here are a few points to consider:

Plan for lifelong learning. Whether on campus or on-line, millennials will return to school several times in their lives to learn new skills, develop fresh perspectives, and expand their general knowledge and relationship networks. They’ll benefit by learning with and from older adults, and older adults will, in turn, benefit from lessons they learn from millennial teachers. The habit of establishing intergenerational relationships and shared learning experiences will bring lifetime benefits.

Plan for lifelong work. Traditional retirement is ready to be retired. Millennials will continue to work for financial security in longer life and because the stimulus of work can enhance both health and well-being. Many millennials already understand the challenges of changing workplaces and professions. Flexibility and comfort with new environments will serve this generation well. Millennials should join with older adults to fight workplace ageism and advocate for part-time, shared, and flexible work options, knowing they’ll be the beneficiaries of progressive workplace policies as they age.

Save and invest for the long term. Many in the current generation of older adults have not saved enough to support themselves and their families, with devastating consequences. Millennials came of age during the Great Recession, and many carry the burden of student loan debt. But by planning responsibly and effectively, and investing early, millennials can be better prepared than their parents for longer lives. Big cars and bigger houses may be appealing to some, but there are far more important priorities in life for all of us.

Take care of personal health. Focusing now on disease prevention and wellness will increase millennials’ odds of enjoying a long health span to match a longer life. Millennials can take advantage of developing innovations in personalized medicine, digital tools, and mobile health. And, like adults of all ages, millennials can develop better health habits, including improved nutrition, weight management, and daily exercise.

Get involved in the Longevity Economy. Millions of older adults seek new products and services to enhance their lives. Millennials can take advantage of this growing longevity market and apply the innovation and creativity they’re known for. The ideas advanced and businesses developed will transform millions of lives for the better. We’re on the ground floor of massive change, and this could be the business opportunity of a lifetime for millennials.

Find purpose. Research confirms that beneficial purpose is not only good for the broader society, it’s good for personal health. Millennials are already involved in charitable and civic life, volunteering, and investing for beneficial impact, and they’re beginning to think about the opportunities for later life transition to purposeful encore careers.

We’re in the early stages of an important conversation about the meaning of longer lives for individuals and the broader society. The issues are multifaceted and complex, but the large millennial generation will play a key role in shaping a very different future of aging.

Despite the challenges, I’m optimistic that with preparation, planning and leadership, millennials will develop new approaches to enable successful aging, set examples that coming generations will follow, and create a brighter future for us all.

Paul Irving is chairman of the Center for the Future of Aging at the Milken Institute and Distinguished Scholar in Residence at the University of Southern California Davis School of Gerontology.