They grow up fast. And those who are babies, kids, tweens and teens today, are already growing up different than any other generation. Way different. Like off the charts different, particularly when it comes to information, digital access to it, and sharing with their friends, peers and families.

We’ve been writing about children and their eyewear needs for years here and each time, we discuss how styling and brand choice in eyewear and sunwear for kids has evolved dramatically.That’s still true. But this year, we’re taking a look at how these young customers and patients as people and social beings are already dramatically different than the generation before them.

As our Cover Story illustrates, Gen Z are “social natives as well as device natives, engaging with many, and often. Not tech savvy, but tech innate.” This means that to you, the eyecare professional and optical retailer, your interaction, outreach and effectiveness is going to require a freshened up attitude and mindset.

As this generation’s attitudes evolve and as they learn, so will their parents. And, as a result, so will you in order to keep up with them—as consumers, definitely. As patients, even more.

On the latter point, that’s because kids and their parents will be more involved and exposed to new technologies, changing how they interact with doctors. Will they seek professional help, expertise and guidance? Absolutely. But how will they do this as digital tools and access mature? The way in which they learn and decide, make choices about what to buy, what services to expect, this is already on a new path.

The good news is that vision needs and requirements for healthy vision are consistent; in fact, more education and awareness among young parents and kids about their vision will likely escalate. The good news, too, is that new, curious and open-to-learn young patients present a positive opportunity for the essential eye health and vision business.

maxelrad@jobson.com