The Millennial Generation has come of age and is now parenting. The diversity and dynamism of this generation pose some unique challenges for the WIC Program in its current format.
This brief summarizes demographic characteristics and market data, provides a glimpse of some WIC-related millennial research, and makes recommendations for modernizing clinical WIC services—not including the shopping experience—to add value and increase WIC’s relevance to and impact on this generation of young parents.