This is a report provided by the U.S. beef industry that summarizes research addressing attitudes toward beef and how to communicate with consumers in the United States. This is an annual survey and the results are compared with previous years.

This report highlights research and trends that those in the beef industry should focus on to better sell their product. It highlights and summarizes various studies with a focus on how to communicate to consumers.

A survey conducted for the report finds that the most important factors for people when consuming beef are taste, price value, and safety. The report also highlights research on communicating with consumers and suggests that the best talking points are about how cattle are treated and the diet cattle are fed. Ranked low are environmental practices and hormone usage.