Contact lenses aren’t just about sight anymore. For Gen Z, they’re about identity, values and lifestyle.
Contact lenses aren’t just a tool for clearer vision anymore. They’re a lifestyle choice, a confidence booster and, for many, a reflection of values. The Contact Lens Institute (CLI) has unveiled new findings in its latest news release and will present the insights during Vision Expo West. The survey shows Gen Z is the next big frontier for contact lens adoption, but winning them over isn’t just about comfort and convenience.
According to CLI’s new See Tomorrow survey of 1,308 vision-corrected respondents across the U.S. and Canada, 35% of Gen Z currently wear contact lenses, compared to 43% of Millennials and 22% of Gen X.
That eight-point gap between Gen Z and Millennials represents enormous untapped potential. If Millennials are any indication of what’s possible, practices and retailers could see a wave of new contact lens patients and the revenue and lifestyle benefits that come with them.
READ MORE: The Future of Eyewear
The Gen Z opportunity
Millennials currently report higher contact lens wear (43%) and use their lenses more frequently than Gen Z (52% vs. 45% among dual wearers). But Gen Z’s relatively lower adoption rate may not be due to lack of interest. CLI researchers suggest pandemic-era disruptions in prescribing and practice visits, along with shifting priorities.
While CLI plans to dig deeper in follow-up reports, the message heading into Vision Expo West is clear: Gen Z represents a growth opportunity waiting to be unlocked.
What drives Gen Z’s decisions?
When asked about decision-making factors, affordability (85-89%), convenience (69-73%) and speed (66-71%) came out on top across all age groups. These remain universal drivers.
But four values stood out more strongly for Gen Z and Millennials than for Gen X:
- Brand authenticity (Z: 63%, M: 63%, X: 54%)
- Individual expression/personalization (Z: 58%, M: 55%, X: 45%)
- Social responsibility (Z: 51%, M: 47%, X: 33%)
- Living for today (Z: 48%, M: 48%, X: 39%)
For eye care providers, that’s a roadmap. Brands and practices that emphasize authenticity, personalization and social values are better positioned to connect with younger patients.
READ MORE: A Global Crisis in Basic Eye Care: Millions Still Struggling Without Glasses
Social responsibility matters
One of the most striking findings is just how much social responsibility matters to Gen Z. Nearly half of Gen Z respondents said that inclusive culture (52%), environmental responsibility (49%) and doctor diversity (47%) were extremely or very important when selecting an eye care practice.
On the product side, environmental/sustainability (46%), inclusivity (44%) and diversity (43%) ranked highest, followed by social justice (40%) and philanthropy (39%).
The bottom line
For the eye care industry, the message is loud and clear: Gen Z is ready, but not yet fully engaged. They want lenses that fit not just their eyes, but their identities and their values.
The practices and brands that embrace affordability, speed and convenience—while authentically showing commitment to inclusivity, sustainability and social responsibility—will be the ones to win the loyalty of this generation.
The future of contact lenses? It looks a lot like Gen Z.
Editor’s Note: More information on the survey can be found here. This content is intended exclusively for healthcare professionals. It is not intended for the general public. Products or therapies discussed may not be registered or approved in all jurisdictions, including Singapore.