New research suggests that eyecare providers have a sizable opportunity to expand contact lens adoption among Generation Z (Gen Z), even as Millennials remain the most frequent users.

A survey conducted by the Contact Lens Institute (CLI) of more than 1,300 US and Canadian consumers found that 35% of Gen Z respondents (ages 15–28) wear contact lenses, compared with 43% of Millennials (ages 29–44). Generation X (Gen X), at 22%, remains consistent with historic usage levels.

The findings highlight generational differences in both product adoption and purchase drivers. Millennials not only wear lenses at higher rates, but among those who use both glasses and contact lenses, they report using contact lenses more often than Gen Z (52% vs 45%).

Across all ages, affordability, convenience, and speed of purchase were the most important values guiding consumer decisions, according to research. But Gen Z and Millennials placed greater weight than Gen X on factors such as brand authenticity, personalization, social responsibility, and “living for today.” Additionally, nearly half of Gen Z respondents said inclusivity, environmental responsibility, and doctor diversity were important when selecting an eye care provider or product.