Contact Lens Institute (CLI) has published “Shifting Focus: Generational Perspectives of Contact Lenses & Eye Care” to help the eyecare community better understand and connect with Gen Z, Millennial, and Gen X patients, according to the Institute. The report features data, infographics, and insights about how consumers of different ages evaluate and interact with providers, practices, and products. 

Specifically, the report includes analyses of generational differences in contact lens and glasses-wearing frequency, purchase motivations, cost-value considerations, practice and product loyalty drivers, and expectations of practice and retailer services. Additionally, each section includes related columns and tip sheets from CLI Visionaries—16 veteran and emerging optometrists and opticians—describing practical ways to translate the findings into results-bearing actions.

The findings in the report reveal that contact lens patients are more loyal to their eyecare professionals compared to glasses wearers, especially the Gen X (77% CL vs 54% glasses) population. Meanwhile, Millennial contact lens wear (43%) outpaces Gen Z (35%) by 8%, suggesting a considerable upside opportunity to engage younger patients, according to the report. In addition, at least 70% of all patients say they want their eyecare team to explain the real value of vision correction recommendations, helping them understand the key benefits; the same amount say they also want their provider to discuss the lifestyle gains afforded by contact lenses.

The report further shows that Gen Z and Millennial consumers’ appreciation of authenticity, personalization, and social/environmental responsibility extends to how they assess their eyecare experience, including at both practices/retailers and with product brands.

According to the report, when it comes to choosing eyecare practices, about 1 in 2 Gen Z respondents said that inclusive culture, environmental responsibility, and practitioner diversity were extremely or very important, with staff diversity, philanthropic initiatives, and community involvement ranking slightly lower. For eyecare products, environmental/sustainability, inclusivity, and diversity initiatives ranked highest, followed by social justice and philanthropic initiatives. Millennial responses generally mirrored Gen Z, although to a slightly lesser extent. Gen X responses hovered from the mid-20% to low 30% range—at least a 10 point difference with Millennials and more so when compared to Gen Z.

Further, while Gen Z and Millennials expect faster non-emergency responses from eyecare practices compared to Gen X, according to the report, their demand for non-traditional office hours illustrates a more pronounced difference from Gen X.

Finally, the report shows respondents in all generations still see their eyecare team (optometrists, ophthalmologists, opticians, and staff) as the most trusted experts, far outpacing sources such as artificial intelligence platforms and social media.

According to the Institute, “Shifting Focus” is the latest installment in CLI’s See Tomorrow initiative. Insights were derived from a CLI-commissioned survey of 1,308 vision-corrected respondents in the United States and Canada during Summer 2025, representing 3 generations: Gen Z (ages 15-28), Millennials (ages 29-44), and Gen X (ages 45-60).