The Vision Council Releases New Research on Sunglasses Non-Wearers

Thursday, June 25 2026 | 17 h 09 min | News

The Vision Council has released a new research report examining why many U.S. adults do not wear sunglasses, even with regular outdoor exposure and broad awareness of UV-related eye health risks.

The report, Focused inSights: Beyond UV Awareness, was supported by HOUSE of MODO and released ahead of National Sunglasses Day, observed annually on June 27. The study is based on a dedicated survey of 608 U.S. adults who do not currently wear sunglasses, conducted in April and May 2026.

According to The Vision Council, 37% of U.S. adults — approximately 82 million people — do not wear sunglasses. The findings suggest that awareness alone may not be the main barrier. While 65% of non-wearers said they were familiar with the potential effects of UV exposure on the eyes, only 36% reported being concerned enough to act, and just 7% said more health messaging would encourage more regular sunglass use.

“This research reframes the conversation around sunglasses non-wearers,” said Kris Stevens, Vice President of Research at The Vision Council. “These are not consumers who are unaware of the product or indifferent to their eye health. They are largely former wearers who stepped away from the category for practical reasons, and that means the path back runs through better products, better access, and better fit.”

The report identifies several practical barriers to sunglass wear, including forgetfulness, discomfort, loss or breakage, cost, fit and style. The Vision Council also noted that three in four non-wearers feel the category was not designed for them, a perception linked to factors such as face shape, head size, skin tone and personal style.

The findings point to a potential opportunity for the optical industry to re-engage consumers who have previously worn sunglasses but stopped. According to the report, 74% of non-wearers walk outside several times a week, 69% drive regularly, and 40% exercise or play sports outdoors.

“HOUSE of MODO is proud to support research that helps advance the industry’s understanding of who remains underserved by the sunglasses category and why,” said Rebecca Giefer, CEO, HOUSE of MODO Americas. She said the findings align with the company’s focus on design that reflects “real people and real needs.”

Focused inSights: Beyond UV Awareness is available for free download through The Vision Council’s Research Download Center.

The Vision Council Foundation is also encouraging eyecare professionals, optical retailers and industry members to participate in National Sunglasses Day on June 27. Free promotional toolkits are available, including social media graphics, fact sheets and sample communications.

Source: The Vision Council

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