CLI report underscores unmet potential in Gen Z contact lens wearers

Data in the report demonstrates an 8% difference between Gen Z and Millennial contact lens wear (35% and 43%, respectively). Image credit: AdobeStock/CamerenePendl/peopleimages.com

Generation Z contact lens wearers trend behind Millennial wearers, according to a new report released by the Contact Lens Institute (CLI).¹ The report, released in part of CLI’s See Tomorrow initiative, pulled data from a survey that included 1308 vision-corrected respondents in the US and Canada from July and August 2025 across the 3 generations: Gen Z (aged 15-28), Millennials (aged 29-44), and Generation X (aged 45-60), according to a news release.

“Since 2021, our See Tomorrow program has given the eye care community unique information and perspectives to help grow contact lens prescribing. 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,” said Stan Rogaski, CLI’s executive director, in the release. “The takeaways can influence how practice teams and retailers shape their communications with current and potential patients alike. For instance, personal mindsets of Gen X owners or Millennial managers may not always align with the Gen Z customer, prompting new approaches.”

Data in the report demonstrates an 8% difference between Gen Z and Millennial contact lens wear (35% and 43%, respectively), with Gen X clocking in close to historic norms at 22%. CLI stated in the release that this gap indicates Gen Z’s potential when it comes to contact lens wear, with unmet upside in patient volumes, practice revenue, and wearer lifestyle benefits. Additionally, Millennial dual wearers use their contact lenses 7% more often than Gen Z dual wearers (52% to 45%, respectively).¹

The survey also inquired participants to rank 8 values-centered factors in their purchase decision-making, with affordability (85-89%), convenience of purchase (69-73%), and speed to obtain the product (66-71%) maintained as the top 3 values among all age groups. Other values that were reported as higher influences for Gen Z and Millennials than Gen X include brand authenticity, individual expression and personalization opportunities, brand social responsibility, and living for today.¹

As for the social responsibility factor, Gen Z and Gen X were divided by an 18-point span, with Gen Z giving more importance to inclusivity culture, environmental responsibility, and doctor diversity when choosing eye care practices. These factors scored with almost half of participants (52%, 49%, and 47%, respectively), while staff diversity, philanthropic initiatives, and community involvement ranking slightly lower, all in the low-40s.¹

As for eye care products, environmental/sustainability, inclusivity, and diversity initiatives ranked the highest for Gen X, ranging between 43%-46% each. Social justice (40%) and philanthropic initiatives (39%) were then ranked the lowest.¹

Millennial responses were similar to a lesser extent to Gen X, while Gen X reponses hovered from the mid-20% to low-30% range for those factors.¹

“Gen Z is known for being more socially connected than their older peers, and our research suggests that this also affects how they make eye care decisions. In many cases, practices and brands can amplify existing programs and efforts to highlight this shared value. At the same time, they should realize that these social values may not resonate as much with Gen X, so communication with older consumers may need to focus on other factors,” said Rogaski in the release.

CLI Visionaries will be discussing these initial findings during Vision Expo West on September 18 from 2:30-3 pm PT in the “Shifting Focus: How the Next Generation Sees Contact Lens Wear and Eye Care” panel. The event will feature Harbir Sian, OD, the 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, the founder of ASB Opticianry Education Services in Vancouver, Wash.; and Jade Coats, OD, FAAO, the 2025 Theia Awards of Excellence Young OD of the Year co-honoree.¹

Additionally, CLI expects to release additional data from the cross-generational survey for the American Academy of Optometry annual meeting in mid-October, with the publication of the comprehensive report in November 2025.¹

Reference:

1. Gen Z offers significant opportunity for contact lens adoption, according to new research. News release. Contact Lens Institute. September 15, 2025. Accessed September 16, 2025. https://www.contactlensinstitute.org/news/genzopp/