Two simple changes to engage and capture the next generation of patients

Review of Optometric Business

“They are the online glasses generation. They hate being here. They are asking for their prescription before they even stand up from the exam chair. They are—”

I interrupted, “Doctor, can you tell me what you have done to adapt to Gen Z?”

“Yes, we hired an online marketing company for ads and social media.”

“No, what have you adapted about your day-to-day exchanges with Gen Z patients?

“Well, nothing. But why would I? They are not engaged anyway.”

This widespread disinterest among our younger patients has left some in our industry frustrated with Gen Z. But adaption is necessary. Most of Gen Z are adults now, making them the next generation of opportunity for your practice growth. Overlooking them is a mistake.

The good news is that Gen Z can become a major practice builder. In 2025, my team and Spexy Member Opticals conducted a deep-dive experiment on Gen Z. We researched their behaviors, identified what drives their decisions and uncovered important insights into this generation as a whole.

From there, we developed a framework for adapting the Gen Z experience in an eyecare setting—from the moment they enter the office to pretest, the exam room and the optical. We then tested those changes with our Spexy members to see whether an optometry practice could increase Gen Z engagement and ultimately drive eyewear sales.

And guess what? It worked!

Allow me to share two simple changes that can start shifting the Gen Z mindset in your optical.

A VISIT TO YOUR OFFICE IS BORING.

THE FIX: TELL THEM WHAT TO DO.

This is the first generation that has never known life without the tiny handheld computers we call phones. And as a result, they have been exposed to nearly everything: extreme content, livestreams from events happening across the world and commentary that gives them a preview of experiences before ever having them.

Now compare that with how most of us grew up. If something extreme happened, you waited for the 5 o’clock news. If you wanted to see life in another country, you had to travel there. And if you wanted the inside scoop on a place, you needed to know someone who had already been.

These different realities define generational differences. Millennials and those before them had to learn through lived experience to understand the world around them. Gen Z, on the other hand, has seen almost everything—but experienced very little. The result is a generation that has learned a great deal about life yet often feels uncertain about taking the next step into it.

That insight has real implications for patient care. From the moment a patient walks through your door, the usual front-desk routine is straightforward: welcome them, verify their information and direct them to the waiting area. But for a Gen Z patient, that experience feels dull before they even reach the waiting area. By the time they sit down, many of them are scrolling.

Gen Z patients may disengage quickly, but they still respond well to clear direction. So the next step should be clear: let them explore. Instead of sending them straight to a waiting area, invite them into your beautiful optical gallery to browse. This keeps them engaged and makes the experience interactive off the bat.

YOUR OPTICAL IS NOT SEXY.

THE FIX: CURATE A FRAME TRAY.

Many practices point to low prices as the main reason Gen Z patients take their prescriptions online. WRONG! In fact, Gen Z is much more willing than older generations to pay a premium for products. Research shows that they are especially drawn to products with purpose and thoughtfully curated collections.

So, if Gen Z is not driven by price, why do they shop for eyewear online?

Online opticals do an excellent job of making their product appealing. The shopping experience feels fresh, the advertising is strong, the product selection is clean and checkout is simple. That stands in sharp contrast to many independent opticals, where marketing is weak, displays are outdated, merchandising is uninspired and the checkout process is more complicated than it needs to be.

Although many opticals are due for a remodel, there are steps you can take now to help guide Gen Z toward a purchase. One effective approach is applying retail science principles, such as creating “micro-yes” moments—small steps that help build buy-in. In the optical, that means making the experience personalized, which is exactly the kind of experience Gen Z is drawn to.

Once your patient is in the optical, encourage them to start browsing frames while you quickly pull together a customized frame tray with a few options for them. This shows the patient they are being guided by an expert, while also keeping the experience manageable and curated.

This specific approach has improved capture rates for many Spexy members, and I’m confident it can work in your optical, too.

WE FACE THIS LEARNING CURVE TOGETHER

There is undoubtedly a learning curve when it comes to Gen Z patients. The fun part is that we get to navigate it together! These patients are no longer accompanied by their parents. They earn their own money and make their own decisions. Your role is to help guide those decisions in the right direction.

Understanding this shift in patient behavior can reveal opportunities hidden within everyday interactions. Adapting how you engage with Gen Z—and with patients on an individual basis—is a nonnegotiable for optical success.

WATCH HOW IT WORKS

Watch my video to learn how to implement these proven changes and get Gen Z excited about eyewear in your optical.