Building trust in vision care: How ZEISS supports eye care professionals as long-term partners

Charlotte, why is trust so important in vision care?

Trust is the currency of our industry. Vision care is personal, more and more aspirational, but also technical and often complex for consumers to understand. They rely on qualified professionals to understand their individual needs and recommend the right solution. Our role as a brand is to reinforce that relationship. We want consumers to feel confident that professional eye care can make a meaningful difference in their lives, and we want eye care professionals to feel reassured that ZEISS is investing for the long term: in the relevance of the vision care category, in their role as trusted experts and in our brand.

The campaign mentions that good vision is not just about seeing clearly. What does that mean?

We want people to recognize themselves in these stories and understand that taking care of their vision can help them participate more fully in the moments that matter to them. Good vision is connected to emotion, self-expression, independence, learning, development and human connection. That is why the campaign focuses on relatable life moments rather than leading with technical explanations.

In general, among consumers health is increasingly understood as an enabler of a fulfilling life. Within this broader movement, interest in vision and visual health is growing. However, many people are still at the beginning of their journey. Some need encouragement to take the next step, while others need a reason to start. The campaign is designed to make that first step feel relevant and worthwhile.

What role do eye care professionals play in that journey?

They are key. The campaign can raise awareness and encourage people to seek more information and visit their trusted eye care professional, who then turns that interest into individual care. Through consultation, vision analysis and an understanding of the person’s lifestyle and needs, the professional can explain what good visual health means and recommend appropriate solutions. Awareness may open the door, but expertise creates value.

What makes this campaign distinctly ZEISS?

It combines scientific heritage with human relevance. ZEISS has a long history in optics, but heritage only matters if it helps shape a better future. As a foundation-owned company, we also carry a particular sense of responsibility. The campaign therefore cannot simply be about saying how good ZEISS is. It has to contribute to something larger: greater appreciation of vision, stronger awareness of visual health and more trust in the professionals who care for it.

Finally, what is your personal ambition for the ZEISS Vision Care brand?

When I joined ZEISS, I realized that this is a brand whose story does not need to be invented. The pioneering spirit, scientific foundation and sense of responsibility are already real. My ambition, together with the team, is to make that story known and meaningful for customers and consumers. I believe we are only at the beginning of showing how fascinating vision care is and how much value eye care professionals create every day.