The Contact Lens Institute (CLI) is unveiling a first look at new consumer research into cross-generational contact lens purchase drivers—including the potential among one specific age group: Generation (Gen) Z.
First, the basis behind CLI’s research.
The new data is part of CLI’s ongoing See Tomorrow initiative, which includes bi-annual custom research into the perspectives of eyecare providers (ECPs) and consumers.
See here for the institute's prior research findings, including—most recently—the publication of a new investigative report into consumers’ contact lens digital searches, released during the 2025 annual American Optometric Association (AOA) meeting over the summer.
And the setup for this new data?
A total of 1,308 vision-corrected patients were surveyed across North America (the United States and Canada) between July and August 2025.
These respondents spanned three age-group generations:
- Gen Z: ages 15-28
- Millennials: ages 29-44
- Gen X: ages 45-60
Got it. Next?
Starting with the contact lens-wear breakdown, the following percentage of respondents (based on generation) reported wearing lenses:
- 22% among Gen X
- 35% among Gen Z
- 43% among Millennials
So why target these demographics?
As Stan Rogaski, CLI’s executive director, noted, the findings from this data can influence how ECP teams and retailers shape their communications (and marketing) with both current and potential patients.
“To our knowledge, never before has work of this scale been conducted for contact lenses that also has implications for the entire eye care sector,” he stated.
Now let’s talk findings.
Remember: This glimpse of data is just a sneak peek of the report’s full results.
According to the CLI, the new consumer research uncovered a “substantial opportunity” among Gen Z patients for:
- Increased contact lens adoption
- Targeted purchase drivers to encourage lens use
Why Gen Z?
Millennials’ reported contact lens wear (just 8% greater than Gen Z) was used as an indicator for how Gen Z may progress in their future lens wear.
Specifically, looking at a potential “considerable unmet upside” for ECPs in their patient volumes, practice revenue, and wearer lifestyle benefits.
Was this measured for any other areas?
Yes; the number of Millennials who are “dual wearers” (wearing contact lenses and glasses).
- Currently, 52% indicated they wore both (compared to 45% of Gen Z).
How did these generations differ in their lens wear?
For one, Millennials indicated a greater appreciation for contact lens comfort and ease of use—more so than their younger counterparts.
Comparatively, the pandemic impacted Gen Z more in the long-term in regards to their eyecare provider visits and received care versus Millennials.
- To note: CLI added that the reasoning for these comparisons and variations will be analyzed more thoroughly in follow-up reports and data.
Circling back to all three generations… what’s driving their lens purchases?
The survey identified three key factors influencing these age groups’ decision-making in lens wear (and, really, just eye care in general).
- Affordability (85%-89%)
- Convenience of purchase (69% to 73%)
- Speed to obtain a product (66%-71%)
Did any factors rank higher among certain groups?
Indeed. Gen Z and Millennials placed a higher influence on four areas compared to Gen X:
- Brand authenticity
- 63% for Gen Z and Millennials
- 54% for Gen X
- Individual expression and personalization opportunities
- 58% for Gen Z
- 55% for Millennials
- 45% for Gen X
- Brand social responsibility
- 51% for Gen Z
- 47% for Millennials
- 33% for Gen X
- “Living for today”
- 48% for Gen Z and Millennials
- 39% for Gen X
And what role does social responsibility play in this?
Respondents were asked about how important certain social values were in determining their choice of an eyecare practice and products.
- Take note: Between all three generations, this factor demonstrated the greatest variability (18 points).
Let’s look at Gen Z first.
One in two respondents indicated the following as either extremely or very important when selecting a clinical practice for eyecare:
- Inclusive culture (52%)
- Environmental responsibility (49%)
- Practitioner diversity (47%)
- Staff diversity (43%)
- Philanthropic initiatives (42%)
- Community involvement (42%)
And when it comes to choosing eyecare products, the top influential initiatives were:
- Environmental/sustainability (46%)
- Inclusivity (44%)
- Diversity (43%)
Notably: Social justice (40%) and philanthropic initiatives (39%) ranked lower.
So how did this compare to Millennials?
Their responses were largely the same to the younger demographic—"although to a lesser extent,” according to CLI, as Gen X’s responses were in the mid-20% to low-30% range.
Broadly speaking: Rogaski noted that Gen Z’s tendency to be more “socially connected” than older generations was reflected in the report’s findings on how they determine their eye care decisions.
And how might these findings benefit ECPs and eyecare brands?
Essentially, they may benefit from paying attention to what resonates more among their customers, generation by generation, and tailoring their existing programs and efforts to these values.
Got it. Now, where can I get the full report?
You’ll need to wait …. CLI shared plans to release more survey data during next month’s annual American Academy of Optometry (AAO) meeting in Boston, Massachusetts.
Following that: The institute expects to publish the full report in November.
And in the meantime?
If you’re attending VEW this weekend, CLI will host a panel discussion of the previewed data with four “CLI Visionaries,"
Shifting Focus: How the Next Generation Sees Contact Lens Wear and Eye Care kicks off Thursday, Sept. 18, from 2:30 – 3 pm PST on The Main Stage.
Panelists include:
- Harbir Sian, OD, co-owner of Clarity Eyecare and Highstreet Eyecare Center in Vancouver, B.C.
- Jenn Seymour, LDO, NCLE-AC, ABO-AC, president of the Opticians Association of Nevada
- Andrew Bruce, LDO, ABOM, NCLEM, FCLSA, founder of ASB Opticianry Education Services in
- Vancouver, Washington
- Jade Coats, OD, FAAO, 2025 Theia Awards of Excellence Young OD of the Year co-honoree
Vision Expo West 2025 is being held Sept. 17-20, 2025, at The Venetian in Las Vegas, Nevada.