Gen Z Contact Lens Adoption Presents Major Growth Opportunity, New CLI Research Shows
Fresh consumer data from the Contact Lens Institute (CLI) reveals that eye care professionals have a significant chance to boost contact lens prescribing among Gen Z patients. The findings—unveiled ahead of a main-stage session at Vision Expo West—highlight key generational differences and purchase drivers that practices can leverage to increase adoption.
CLI’s latest See Tomorrow research surveyed 1,308 US and Canadian vision-corrected adults in July and August 2025 across three cohorts:
Gen Z (ages 15–28): 35% contact lens wear
Millennials (29–44): 43% contact lens wear
Gen X (45–60): 22% contact lens wear
Millennials not only outpace Gen Z in adoption but also report higher usage among dual wearers (52% vs. 45%). CLI suggests that pandemic-related disruptions in appointments and prescribing may have had a lingering effect on Gen Z, which will be further explored in upcoming analyses.
“Never before has work of this scale been conducted for contact lenses with implications across the entire eye care sector,” said Stan Rogaski, CLI executive director. “The takeaways can guide practice teams and retailers as they shape communication strategies for current and prospective patients.”
Purchase Drivers and Values
The study examined eight values-based decision factors. Affordability (85–89%), purchase convenience (69–73%), and speed of acquisition (66–71%) were the top priorities across all generations.
However, Gen Z and Millennials showed stronger preferences than Gen X for:
Brand authenticity (63% vs. 54% for Gen X)
Personalization/individual expression (58% vs. 45%)
Brand social responsibility (51% vs. 33%)
Living-for-today mindset (48% vs. 39%)
These insights point to marketing opportunities—such as promoting eco-friendly packaging or diverse staff representation—to resonate with younger patients.
Social responsibility revealed the widest generational gap, particularly in choosing eye care providers:
Inclusive culture: 52% of Gen Z rated “extremely/very important”
Environmental responsibility: 49%
Doctor diversity: 47%
Millennials followed closely, while Gen X responses stayed in the mid-20% to low-30% range. For eye care products, sustainability (46%), inclusivity (44%), and diversity (43%) ranked highest for Gen Z.
“Practices and brands can amplify existing programs to highlight shared values with younger patients,” Mr. Rogaski noted. “But those same messages may not resonate with Gen X, so tailored communication is key.”
The findings will headline “Shifting Focus: How the Next Generation Sees Contact Lens Wear and Eye Care,” a panel discussion September 18, 2:30–3:00 pm PT on the Vision Expo West main stage. Panelists include:
Harbir Sian, OD – Clarity Eyecare & Highstreet Eyecare Center, Vancouver, B.C.
Jenn Seymour, LDO, NCLE-AC, ABO-AC – President, Opticians Association of Nevada
Andrew Bruce, LDO, ABOM, NCLEM, FCLSA – Founder, ASB Opticianry Education Services
Jade Coats, OD, FAAO – 2025 Theia Awards of Excellence Young OD of the Year co-honoree
The session will double as a live taping of The 20/20 Podcast.
CLI plans to release additional cross-generational data during the American Academy of Optometry annual meeting in mid-October, followed by a comprehensive report in November.