<p>Examples from Angus cattle provide evidence of positive genetic trends for production traits and, with increasing frequency, for traits more directly related to welfare outcomes. Genetic improvement programs are optimized when clear market signals linked to the commercial sector are in place. When welfare related traits like foot structure were added to profit driven selection indexes, recording levels increased and the accuracy of the evaluation for these traits improved. It is postulated that effective recording and genetic selection for improved welfare should be of interest to consumers. When faced with an informed choice, consumers should be more attracted to beef products which are sourced from production systems where through selection, welfare issues such as dystocia, lameness and reduced longevity are actively minimized. Beef breeders should be making efforts now to ensure a future 'social license' for their products by preparing for such economic feedback in the future.</p>