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T

he Millennial Generation is the generation of

consumers born between 1980 and 2000. There are

80 million of them – that’s about a third of all adults in

America.

Forecasts indicate that millennials – now between about

20 and 36 years old -- will outspend baby boomers

by 2017, as household size and food spending decline

among the older generation. By 2020, millennial

spending is expected to reach $1.4 trillion a year!

Checkoff-funded consumer market research shows us

that the key generation for beef marketing – millennials

– practically live on their computer devices. They tell

us that they get virtually all of their information online,

then use that information to draw conclusions and

make important decisions about agriculture and the

food they eat.

Consumers in the millennial generation are the ones

asking the most questions about how farmers and

ranchers raise their food. Unfortunately, the clutter

of information in national consumer media and from

self-proclaimed online “experts” – some of it inaccurate

-- can be confusing.

They use social-media sites like Facebook, Twitter,

Pinterest and Instagram to get beef recipes and

information about beef and the beef industry, the

research shows. In addition, they share their thoughts

about beef and beef production through these

platforms.

the Millennial

Generation

THE

MILLENNIAL

CONSUMER

WILL BE OUR

MAIN

CUSTOMER

FOR BEEF

FOR THE

NEXT 40

YEARS.

Setting the Stage

Why you

should

care