Attribute it to evolving technology, cultural shifts, current events, or all of the above: it’s safe to say that different generations perceive the world differently. From work-life balance to the ways they communicate (think texting/TikTok vs. phone calls/Facebook), Gen Z, Millennials, and Gen X each have unique values and preferences that reflect in their day-to-day lives.
A new report from the Contact Lens Institute (CLI) now suggests different generations may think differently about contact lenses too.1
“Overall, while there is overlap in the desire for high-quality care and products, each generation tends to prioritize different aspects of the contact lens experience and expects their ECPs’ practices to reflect those preferences,” explains CLI Visionary Roxanne Achong-Coan, OD, FAAO, FIAOMC, FSLS, FBCLA.
Generational CL Gaps and Opportunities
One notable finding in the report is an eight percent difference in Gen Z contact lens wear (35%) compared to Millennials (43%), with Gen X (22%) close to historic penetration rates among vision-corrected adults.
Since contact lenses wearers across all generations are more likely to remain with their current ECP compared to their glasses wearing counterparts, it’s important to consider the opportunities, wants, and gaps amongst these different groups when it comes to contact lenses, Dr. Achong-Coan says.
Gen Z (born between 1997 and 2012) desires digital first, she explains. This means a preference for online booking, telehealth options, and social media engagement. Further, this group is eco-conscious and gravitates to sustainable lens materials and packaging. They also prefer short, visual educational content (videos and infographics) about eye health, she adds.
Gen Z’s top 3 wants in their contact lens experience include freedom from glasses, enhancing their personal appearance, and lack of visual obstruction. Further, 38% of Gen Z respondents said CL comfort is key (still markedly 10% less than Millennials’ desire for comfort in their CL wearing experience, see more below) followed by ease of use at 35%. This group also values authenticity and innovation linked to their lifestyles, Dr. Achong-Coan says. Another interesting finding: Gen Z is more inclined to wear reusable contacts (49%) vs. daily disposables (35%) and are more likely to reach for glasses compared to Millennials, Dr. Achong-Coan says.
Millennials (born between 1981and 1996) value convenience such as subscription services and auto-delivery for contact lenses and flexible payment options, Dr. Achong-Coan explains. Transparency also goes far with Millennials who expect clear pricing and product comparisons, she continues. “This tech-savvy generation also appreciates mobile app options for reminders and reordering,” she says.
Another insight: Millennials top contact lens deliverables are comfort and ease of use (48% each) to help support long workdays and screentime. They also tend to wear reusable lenses more than daily disposables (50% vs. 41%); prefer premium, silicone hydrogel lenses; and wear contact lenses more often than Gen Z (52% vs. 45%).
- Gen X (born between 1965-1980) values trust and expertise with in-depth consultations and personalized care.
They also want optionsfor their aging eyes such as multifocal contact lenses for their presbyopia years and dry eye management with specialty lenses for ocular surface issues, Dr. Achong-Coan says. Long-term contact lens comfort is important for Gen X.
Additionally, these individuals prefer loyalty programs, including value-added services and discounts for repeat purchases. Traditional ordering options such as phone or in-office services can also go far with Gen X, she notes.
Gen Z and Millennials Value Authenticity and Social Responsibility
Dr. Achong-Coan cites four key values that resonate more strongly with Gen Z and Millennials compared to Gen X:
- Brand authenticity
- Opportunities for individual expression and personalization
- Brand social responsibility
- Social/environmental responsibility
“Gen Z, raised in a digital-first environment, tends to prioritize convenience, flexibility, and authenticity in their healthcare experiences. Millennials, on the other hand, often place greater emphasis on transparency and personalized recommendations. Interestingly, authenticity holds even more significance for Gen X compared to both Gen Z and Millennials,” Dr. Achong-Coan says.
Considering responsiveness, different generations desire different things, she continues. “Gen Z and Millennial patients expect quicker non-emergency communication from their eye care professionals (ECPs) than Gen X, and they favor practices that offer non-traditional office hours. Despite these generational differences, one common thread remains: all generations trust their ECPs over AI tools or social media platforms for eye care guidance,” Dr. Achong-Coan says.
Strategies to Connect with Younger Generations
Dr. Achong-Coan suggests five easy approaches to better engage Gen Z and Millennial patients about contact lenses.
1. Personalize Communication
Tailor discussions to address the unique needs and concerns of each generation, she says. Use digital platforms—such as social media, text messaging, and email—to reach Gen Z while offering informative resources and personalized advice to Millennials. “Empathetic and relatable communication helps establish trust and encourages patients to consider contact lenses as a viable option,” Dr. Achong-Coan adds.
2. Educate on Benefits and Safety
Many young patients may be unaware of the advancements in contact lens technology, including improved comfort, eye health, and lifestyle compatibility, she says. “ECPs should clearly explain the benefits, safety, and convenience of modern contact lenses, addressing any myths or misconceptions. Demonstrating how contact lenses can complement active lifestyles or digital device use is especially effective with Gen Z.”
3. Rely on Trials
Offering trial lenses or “test drive” programs can help hesitant patients experience the comfort and convenience of contact lenses firsthand, Dr. Achong-Coan adds. Staff can take the baton here and provide thorough training on lens insertion, removal, and care, making the transition smooth and confidence-building for new wearers, she suggests.
4. Leverage Technology
Use online appointment scheduling, virtual consultations, and digital reminders to engage tech-savvy Gen Z patients. Interactive apps or videos that demonstrate lens care and usage can also enhance understanding and retention, making contact lens adoption less intimidating, Dr. Achong-Coan notes.
5. Foster a Supportive Environment
ECPs and staff should create a welcoming atmosphere that encourages questions and feedback. Regular follow-ups, check-ins, and encouragement can help young patients stay committed to healthy contact lens habits, setting them up for a lifetime of successful wear, she says.
“By understanding generational differences and adopting patient-centered engagement strategies, ECPs and their staff can close the gap in contact lens wear between Gen Z and Millennials,” Dr. Achong-Coan notes. “Focusing on education, personalization, and technology will not only improve patient satisfaction but also promote lifelong contact lens use.”
Access the CLI report and discover more contact lens resources and learnings at CooperVision’s Online Success Center.
Dr. Roxanne Achong-Coan is a graduate of the New England College of Optometry. She completed a residency in contact lenses at Pacific University College of Optometry where she is currently an assistant clinical adjunct professor. Dr. Achong-Coan has been in private practice with her husband and a third associate for 21 years in the Orlando area. She specializes in contact lenses including gas permeables, hybrids, orthokeratology, myopia control, scleral lenses, and dry eye therapy. She is a fellow of the American Academy of Optometry, fellow of the International Academy of Orthokeratology and Myopia Control, and fellow of the Scleral Lens Society.
