Generation Z (ages 9-24) and Generation Alpha (under 12) are growing quickly and shaping social movements, pop culture, and purchasing habits. It’s important to reach this generation of the next decision-makers early and share with them on the importance of including beef in a healthy, sustainable diet. To do this, the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, has developed resources and partnered with leading media among youth. This work has so far included developing games, videos, and graphics on the Beef. It’s What’s For Dinner kids sustainability page, plus print and digital articles and interactive quizzes with Scout Life, The Week Jr., Sports Illustrated and Sports Illustrated Kids, Popsugar, and Thrillist.