The Contact Lens Institute (CLI) has published its full, in-depth report detailing new consumer research into cross-generational perceptions and drivers within the eyewear space among three key patient demographics: Generation (Gen) X, Millennials, and Gen Z.
This analysis follows the institute’s initial preview of findings released during Vision Expo West as well as the follow-up sneak peek unveiled at the American Academy of Optometry’s annual meeting.
And the analysis is based on CLI’s biannual custom research, right?
That’s correct. Specifically, CLI’s ongoing See Tomorrow initiative encompassing data-driven research and an education program that collects insights from both eyecare providers (ECPs) and consumers on their beliefs and behaviors that impact contact lens fitting, wear, and retention.
Check out all our recent coverage on this.
Got it. And what should we know about this latest subject?
We’ll start with the report: Shifting Focus: Generational Perspectives of Contact Lenses & Eye Care.
Its purpose: To gain a better understanding of the cross-generational eyewear perceptions and preferences among patients—as well as offer ECPs insights on how to connect with and target each demographic.
And the basis for the data: Respondent results from a survey sent to 1,308 North American vision-corrected patients in three age groups between July 30 and Aug. 19, 2025.
Those age groups:
- Gen Z (ages 15-28); n = 657
- Millennials (ages 29-44); n = 330
- Gen X (ages 45-60); n = 321
You mentioned prior findings were already released?
Indeed. The gist of those included CLI noting that:
- Contact lens wearing motivation can differ and vary depending on age
- Among current contact lens wearers (accounting for ~34% of respondents), top motivations skewed toward lifestyle factors such as appearance, freedom from glasses, and reduced visual obstruction
- Meanwhile, “optimal vision” as a motivator ranked relatively lower, suggesting ECP messaging should emphasize lifestyle benefits alongside optics
- Gen Z and Millennials share stronger interest than Gen X in lens advancements (like ultraviolet absorption, reusable, toric, digital-device designs)
- A significant opportunity was identified for ECPs to boost and retain contact lens adoption among Gen Z consumers and engage these patients earlier about multifocal options for presbyopia
- Case in point: An 8% difference in the proportion of Gen Z (35%) versus Millennials (43%) preferring contact lenses was observed
Alrighty, so what does the full report have to say?
Seeing as how the entire research spans 40 pages, it’s easier if we just give you a highlights look at the top categories of findings (with some overlap from our prior reporting).
A few of these “indispensable insights,” as CLI refers to them, include:
- A difference between Gen Z and Millennial wearers in generational rationale for wearing lenses, indicating the need for more patient education among the younger demographic.
- Case in point: A significant gap was observed between the two groups when it came to reasons for their contact lens wear, with 48% (versus 38%) of Millennials noting comfort and 48% (versus 35%) ease of use over Gen Z.
And in terms of motivators, were there any commonalities among the groups?
Yes, actually … all three generations ranked the following as main drivers behind their reasoning for purchasing contact lenses:
- Affordability
- Convenience
- Speed to obtain a purchase
However, both Millennials and Gen Z noted four other influential drivers that Gen Z did not: “brand authenticity,” “individual expression and personalization opportunities,” “brand social responsibility,” and “living for today.”
- What this means for ECP practices: These are key areas in which they can tailor their communications and marketing activities to better engage younger patient demographics, according to the report.
Any other similarities between those two younger demographics in this area?
The report noted that over 50% of both groups identified contact lens wear as a crucial part of being their “authentic selves” by allowing their faces to be free from glasses.
Specifically: These respondents indicated that contact lenses “had the power to extremely or very much shape how they present themselves to others.”
- For ECPs: The report recommended several strategies for demonstrating authenticity in their practice (see page 15).
Is there more ECPs can be doing in-office?
There is! A vast majority (70%) of Gen Z and Millennial respondents, respectively, noted that ECPs are critical in explaining how contact lens wear could improve their lifestyle (versus 65% of Gen X).
Meanwhile, around 70% of all patients (Gen X included) agreed that a conversation with their ECP about the specific lifestyle benefits associated with contact lens wear is important.
- For ECPs: See page 20 on tips for having these types of conversations
Let’s talk about social responsibility.
On the subject of social values: A larger number of Gen Z and Millennial respondents (versus Gen X) placed significantly greater importance on social values for ECP practices and product choices.
- Examples of these considerations for a practice include their inclusive culture; environmental responsibility; physician and staff diversity; and community involvement.
- And with product choices, the following initiatives were more valued: environmental / sustainability, inclusivity, diversity, social justice, and philanthropic.
- See page 22 for more insights on how to target Gen X’s expectations in this area.
And patients’ loyalty to their ECPs?
All three generations of contact lens wearers were more likely to remain with their current ECP (over glasses wearers).
Interestingly, though:
- Gen Z and Millennials demonstrated a 9- and 8-point loyalty advantage (68% and 57%, respectively) over their glasses-wearing counterparts
- Meanwhile, Gen X demonstrated a major 23% advantage over their counterparts (77% versus 54%.
See page 24 for the reasons behind these loyalties—as well as how this applies to patients’ choice of brands (on page 25).
How does cost and affordability factor into this?
Not shockingly: Both affordability and value were top-ranked responses for lens purchase of any type—as well as included in the top four factors in determining patients’ ECP practice and product loyalty.
- And across the generational board: An estimated 70% of respondents stated that ECPs explaining the value of their respective vision correction options was “very or extremely important”—with that number increasing in each elder group.
Did this differ by age group?
It did, particularly when respondents were asked about contact lens multipack purchasing:
- Gen Z and Millennials were more focused on nearer-term cash conservation, opting for a 6-month supply option (potentially reflective of their income limitations)
- Gen X was more likely to have more wiggle room in their spending habits, opting for a full year supply
For ECPs: See page 26 for insights on how to approach Gen Z conversations regarding the sharing value versus cost when prescribing contact lenses.
And what experiences do each generation expect more from their ECP?
Regardless of the demographic, respondents favored appointments being offered when needed and ease of appointment scheduling as key services for a practice.
However, Gen Z and Millennials also indicated a higher expectation for a “wider variety of experiential options” from their ECP, including:
- Shipping products to their home or office
- Offering online / digital purchases or reorders
- Providing subscription options for contact lenses and supplies
- Access to a dedicated digital app for practice or retail interactions
And these age groups were also more likely to seek remote eyecare versus Gen X, they did indicate a preference for visiting a brick-and-mortar site (though not as strongly as Gen X).
- Check out page 30 for more insights on this.
Let’s focus on one more area: appointment availability.
We touched on this briefly earlier, but in general:
Gen Z and Millennials expect "substantially more flexibility” over Gen X, with around 50% of respondents aged 15 to 49 noting the following days/times as acceptable options:
- Weekends
- Early mornings or evenings (6 am to 9 am or 5 pm to 9 pm)
- Late nights (9 pm to 6 am)
However, the vast majority of all respondents (70% to 77%) still indicated regular weekday hours as the preferred days and times for ECPs and their staff to be available.
- For ECPs: See page 34 for insights on adjusting and extending a practice’s availability to meet non-traditional expectations.
That’s quite an in-depth look at this research …
It really is. And remember: This was just a brief (if you can believe it) look.
Click here to download and view the report in its entirety.