Checking Out the 20-Somethings

A checklist of lenses to offer an age group that won't grow up and can't move out

By Karlen McLean, ABOC, NCLC

Emerging adulthood. That's how psychology professor Jeffrey Jensen Arnett labels people in their 20s. And, according to an Aug. 22, 2011 article in The New York Times, Arnett, from Clark University in Worcester, Mass., “is leading the movement to view the 20s as a distinct life stage.”

What characterizes this age? Technology, for sure. So, says the article, does instability. “One-third of people in their 20s move to a new residence every year. Forty percent move back home with their parents at least once,” the story reports. “They go through an average of seven jobs in their 20s, more than in any other stretch. Two-thirds spend time living with a romantic partner without being married. And marriage occurs later than ever.”

The technology that they espouse in their personal and professional lives can easily be moved into the dispensary if your practice positions lenses as a top technology to them.

Here, in order by category, is a checklist of what to recommend.

According to the Vision Council's Vision Watch, 49.7 percent of 20- somethings wear Rx eyeglasses. Image courtesy of Transitions Optical, Inc.

MATERIALS

√HIGH INDEX: The new high index—1.60 up to 1.74 and soon, perhaps higher—is ideal for high-powered Rx's, but is also being positioned as an “everyman's lens,” designed to be more durable and sport all the bells and whistles with scratch-resistance, UV protection, and AR built in.

√TRIVEX: With the recent overseas introduction of Tribrid and other Trivex developments like line expansions and new Trivex launches (Essilor's TREXA, for example), Trivex is becoming more mainstream and is ideal for 20-somethings with its inherent high impact-resistance and feature-rich (scratch-resistant, UV protective) appeal, along with a “clear as glass” visual clarity.

√POLYCARBONATE: Poly is the go-to choice for many Rx's today. It's an ideal “better” offering in your good (standard plastic), better (poly), best (high index or Trivex) repertoire and appeals to 20-somethings with a tight budget who are active and need impact resistance.

√STANDARD PLASTIC: An economical choice for everyday eyewear. Just make sure their activities won't put vision at risk (impact resistance), in which case offering a poly upgrade is the best course.

The protective aspects of both eyewear and sunwear should be emphasized to 20-somethings. Images courtesy of Shamir Insight (above) and Maui Jim (below)

TREATMENTS

Lens treatments solve many visual problems and needs.

√SCRATCH RESISTANCE: This is the most requested treatment by consumers. Two things to emphasize to 20-somethings. First, it's scratch resistance, not scratch-proof, so lenses can still scratch. And, second, proper care is essential to get life-of-lens wear. This means using the proper lens cleaner (approved liquid and cleaning cloths) and cleaning methods should be covered at dispensing. Dirty or scratched lenses interfere with good vision and scratched lenses are less impact resistant.

√UV: Protecting eyes from UV rays can be a one-sentence mention in your sales presentation: “These lenses have UV protective properties and will help protect your vision like sunscreen protects your skin.” That's enough info for 20-somethings who are usually pinched for time and can grasp the eye-skin UV protection connection well.

√AR: Anti-reflective/no-glare properties are becoming a more understood and utilized lens feature and benefit, as days in front of the computer and nights on the road underscore the need for eye comfort and improved performance. Offer AR as part of a one-price package rather than a la carte, especially with 20-somethings who are used to making all-in-one purchases and may feel “sold” if lens features are presented as add-ons.

√PHOTOCHROMIC: Cool photochromic lenses tempt, but they may be out of 20-somethings' price range. But don't pre-judge! Show and tell photochromics using a demo unit or by actually taking patients—along with photochromic lenses, ideally those you are wearing—outside. Again, as with AR/no-glare, make photochromics part of a package.

√POLARIZATION: 20-somethings want sunglasses, but the sunlens category is probably the most misunderstood among this consumer group. They usually think getting a deal on sunwear is the way to go; that $48 for four pairs of plano sunglasses over contact lenses is great because any dark lens will do for sunwear. The key here is quick education: Show and tell them about the difference in regular tinted versus polarized lenses—and quality polarization (ground versus stamped plastic)— in as tightly-worded a presentation as possible. Keep lenses easily accessible for hands-on comparisons, and combine the polarized lenses and frame into one price rather than two.

√MIRRORS: Mirrors are cool, both literally and figuratively. Mirrors keep eyes cooler because they help deflect heat, plus they add attitude by looking cool. Again, make mirrors part of a one-price package for this age group. You may want to present mirrors as, “You can see other people's eyes, but they can't see yours” to 20-somethings.

This generations' lens needs cover a full spectrum. Images courtesy of Wiley X (above) and Essilor of America (below)

DESIGNS

Listed in order of over-all importance, these are the lens designs that 20-somethings need most:

√INDOOR: An indoor, everyday pair of eyewear is the essential purchase. Make the most of their dollars by offering the best eyewear package within their financial reach.

√OUTDOOR: Sunwear is catching on with this age group as a necessary eyewear ingredient. Offering an indoor and outdoor (two-pair) package makes good sense.

√TECHNOLOGY: Computers, gaming technology, handheld devices like cell phones and tablets, to name a few, are used extensively at work and play by this demographic. Offer a three-step plan: three pairs of eyewear—indoor, outdoor, and technology—for a set price.

√TASK-SPECIFIC: Sports, hobbies, reading…the key here is to ask questions and listen to answers to discern if a specific pair of eyewear is needed.

Do your 20-something patients play tennis? Snorkel on vacation? Play college sports? The answer: sports eyewear! Do they do handicrafts like jewelry making that call for lenses honed to a specific task? Do they read a lot, using an e-book or textbook or crunching numbers for work? Perhaps reading glasses would make these tasks easier.

The bottom-line is this: If it makes sense, 20-somethings will make the purchase. Keep it simple by presenting eyewear packages. And, offering a payment plan can help seal the deal. EB