Challenge
Essilor Luxottica, the global leader in eye health, was facing a disconnect between their predictive models and actual consumer behavior. Despite optimistic projections, sales of their premium Progressives lenses were falling short—Baby Boomers were opting for inexpensive drugstore readers instead. The data had missed something essential: the emotional logic behind the purchase decision.

Insight
To uncover the “why,” we went beyond the numbers and into people’s lives. With help from cultural experts and firsthand interviews, we discovered a powerful emotional barrier—many consumers had deep-seated resistance to wearing glasses, rooted in memories of being teased in adolescence and shaped by their identity journey through aging and menopause. For them, Progressives represented regression, not progress.

Impact
This cultural and emotional insight led to a realignment across Essilor’s business—from forecasting models to retail training. Sales teams were equipped to recognize and respond to unspoken resistance, and marketing shifted to reframe Progressives not just as a visual aid, but as a product aligned with personal identity. It was a clear reminder: numbers predict behavior, but stories explain it.