This piece summarizes information from two studies that looked at Millennials’ attitudes and behaviors towards beef. Among other findings, these studies showed that compared to previous generations, Millennials—defined roughly as individuals born between 1980 and 2000—know much less about buying and cooking beef, and are also limiting their children’s consumption of this food.

[Abstract excerpted from original source.]

“Millennials: they’re the consumers of the future, a generation of 80 million that, as it moves through society, is changing all the rules – perhaps especially the way products are marketed. Recent research helps the beef industry learn what makes them tick.”