b'WHAT DO MILLENNIALS CARE ABOUT?Millennials want toBy 2020, Millennial49% of MillennialsMillennial consumers know how cattlespending isspend more onask the most are raised and theexpected to reachdining outquestions about how environmental impact$1.4 trillion a year. 5 than they putfarmers and ranchers of beef production. 4 toward retirement. 6 raise their food. 4Checko -funded consumer researchthat reaches this target audience in shows us that the key generationan authentic, genuine waynot only for beef marketingMillennials through the communication channels practically lives on digital devices. Theythey use most but also through hands-on use platforms like Facebook, Twitter,opportunities with Millennial in uencers Pinterest and Instagram to get beefthat are genuine beef advocates. recipes, information and industryWhile challenging, all of these interests news. They see what their fellowtranslate to tremendous opportunities consumers are saying about beef, thenfor the Beef Checkoprogram. look elsewhere online to check if theMillennials are a growing generation, information is scienti cally sound. Mostwith expanding families and in uence, important for beef producers, they lookwho will make beef-buying decisions for to social media for quick and convenientthe next 40-plus years. recipe ideas to feed their families and help them thrive. 4 The future of the industry depends Your Beef Checkoprogram is workingheavily on this next generation of beef diligently to make real, meaningfuleaters, and your checkois seeing to connections with these consumers toit that they have the information to share positive, science-based storiesincrease their con dence in you and about all things beef. It is the checko syour end product, making sure that Beef. Its Whats for Dinner. campaignbeef remains Whats for Dinner for generations to come. '