Companies are making it their job to help workers get better sleep, reports The Washington Post.

James Maas, a former Cornell University psychologist who has delivered sleep speeches at companies for years, says he’s more recently begun one-on-one counseling with executives about their sleep as follow-ups to his corporate presentations. “They think sleep is a luxury,” Maas said.

Not only are executives seeking advice themselves, but they’re increasingly the ones driving any organization-wide commitments to the issue. According to sleep consultant Nancy Rothstein, such benefits or programs used to be led by plant managers and environmental safety heads, whose main concern was with employees working abnormal shifts. Now, more of the programs are “going through human resources and the C-suite,” Rothstein said. “People are being stretched to work unreasonable hours, and it’s just not sustainable. There has to be a paradigm shift.”