Catching “Z”s

An inside look at the new wave of tech-savvy, eco-conscious, smart shoppers headed into the dispensary

By Erinn Morgan

Welcome to the world of your next generation of patients and customers, Gen Z. They are 23 million strong and, despite their youth (born between 1994 and 2010), they already pack a major punch at retail registers.

Why should you care? “We've seen the paradigm shift where ophthalmic eyewear is more interesting to this generation than any other,” says Leslie Muller, vice president of design at Marchon.

Often referred to as “digital natives,” Gen Z is a fast-paced and wired-in group that has never known a time without the Internet. “This is a very different generation because they don't know a world without personal computers, iPads, and smartphones,” says Silvia Springolo, vice president, market research, with Grail Research, which recently released the “Consumers of Tomorrow” report.

“They are also called ‘Gen We’ and this speaks to the fact that they have their own power and voice,” says Julie Halpin, CEO of The Geppetto Group, a youth marketing agency in New York City. “They are a diverse group, demographically and attitudinally, which means they all like different clothing, music, and websites.”

MARKETING TO GEN Z

Incredibly connected in many ways, Gen Z is socially responsible. That means marketing to this next generation will require some fundamental changes. Here are just a few of their key traits and the marketing implications for each.

Gen Z loves technology AND ophthalmic eyewear, whether for correction or simply for style. What Shown (l to r): Harley-Davidson style HD 350 from Viva International Group, Lafont pour les Enfants style Galaxie by Lafont, and Banana Republic model Channing from Safilo

■ MESSAGING IN BITES: “They want to have things immediately,” says Springolo. “The way they absorb information in pieces and bites is really different, too. They don't have in-depth or involved communications. So much of what they read is delivered in 140 characters because that's the extent of an SM. This has an impact on their ability to process information.” She adds that some experts voice concerns that it will be hard for this generation to have a complex thought or read a 1,000-page book in the future.

OPTICAL TAKE: ECPs reaching out to Gen Z will find success with social media platforms, text alerts, and interactive website features. Gen Z also appreciates detailed product information and the ability to make online purchases in a snap.

■ PEER INFLUENCE: Halpin points to a key Gen Z trend called “hauling” as an example of their connectedness. “Hauling involves buying a lot of different clothes and then at home, trying them on, taking photos and emailing or posting them for friends to see what was bought,” she says. “They can instantly get feedback and then they return what they (and their friends) don't like. It becomes a virtual dressing room but they get the vote of friends.”

OPTICAL TAKE: Peers influence their decisions far more than anyone else, including salespeople and parents. Eyewear companies and ECPs could catapult off this idea and provide ways for kids to gain instant peer approval of the glasses they are considering, such as virtual try-on systems.

■ SOCIAL RESPONSIBILITY: “This generation was born green,” says Halpin. “From preschool when they sorted the trash into recyclables, they've been thinking about the impact they have on their environment.”

OPTICAL TAKE: Gen Z has a much higher expectation for companies to engage in cause-related marketing and offer green products than previous generations. “It's not just an extra, it's expected,” says Halpin.

■ PARENTS AS PARTNERS: According to Halpin, “They like their parents and they look to them for advice,” she says. “It's more of a partnership relationship, but as Gen Z kids get older, parents become the invisible scaffolding that holds the building up.”

OPTICAL TAKE: Targeting Generation Z also means targeting their well-connected parents.

EYEWEAR AS FASHION

This generation is more receptive to eyewear than any other. According to Marchon's Muller, “Generation Y always gravitated toward contact lenses, but these kids are growing up discovering ophthalmic eyewear and seeing how it transforms them.” Why so honed in on eyewear? “This generation is accustomed to seeing eyewear on celebrities—movie stars, TV personalities, and musicians,” says Jennifer Coppel, ClearVision's manager of product design and development. “They see eyewear as a fashion accessory because this is how it is portrayed today in pop culture.”

■ GEEK CHIC. At Pediatric Eyecare (dba Kid's Specs Optical and Adult Boutique) in Overland Park, Kansas, optician/buyer Debbi Cohen says that Gen Z kids are embracing today's popular “geek chic” look from 1950s styles. “It's really refreshing for someone who's been in eyewear her whole life to see these kids getting excited about eyeglasses,” she says. “It's a wonderful turn of events.”

■ STYLES THAT SELL. When it comes to colors, styling, brands, embellishment, and extras, what do they look for in eyewear beyond geek chic? “This group wants the cool, classic designs that mimic adult eyewear styles, but with a playful twist—fun colors and shapes that let them be young,” says Coppel. “Graphics, colorful plastics, and sophisticated eye shapes reflective of today's trendy styles are required.”

■ PARENTAL PREJUDICE. Some ECPs say the hardest part of selling eyewear to today's kids is getting past parents' prejudice of the styles they didn't want when they were younger. “Tweens and teens, if they want them to be satisfied with their glasses, then they should let them get it.”

MARKETING TO Z

Experts suggest a multi-media marketing tactic that ties in a unified message via a website, email, text alerts, and in-store promotions.

• INSTANT GRATIFICATION. “Brands and ECPs need to reach this group with short, interesting messages that provide instant gratification,” says Coppel. “Facebook ads targeted to this demographic, as well as Facebook/social media games, are great.”

• VIDEOS. What else works? “Fun and educational YouTube videos are perfect—this group is always on YouTube,” says Coppel. “P.O.P. with special effects will also catch their attention in the dispensary.”

■ DISPLAY BY TRENDS. Sorting kids' eyewear by the trends they covet is also savvy Gen Z merchandising. “Kids today want this geek chic look so it's smart to merchandise by that category instead of merchandising by color,” says Muller.

The bottom line is that this group is the future of consumer purchasing. “Generation Z knows what they want, and they know how to search for it themselves,” says Coppel. “The optical industry will change as there will be a need for a wider range of products—those that are more varied and trendy—to support the selfexpressive nature of kids, tweens, and teens. EB

Photo credits: Photography by Peter Baker
Model: Liam Foley