ALEXANDRIA, Va.—The Vision Council has released Focused inSights: Beyond UV Awareness, its newest research report that examines why 37 percent of U.S. adults, or approximately 82 million people, do not wear sunglasses despite routine outdoor exposure and widespread familiarity with UV-related eye health risks. Supported by HOUSE of MODO, the report comes in advance of National Sunglasses Day tomorrow, June 27, and is based on a dedicated survey of 608 U.S. adults who currently do not wear sunglasses, conducted in April and May 2026.
In announcing the release of its latest research report, The Vision Council says that these findings challenge the common industry assumption that greater awareness of UV risk is the primary lever for expanding sunglasses use. According to the survey, 65 percent of non-wearers are already familiar with the potential effects of UV exposure on the eyes, yet just 36 percent report being concerned enough to act, and only 7 percent say more health messaging would encourage more regular wear.
“This research reframes the conversation around sunglasses non-wearers,” said Kris Stevens, who was recently appointed as 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.”
Kris Stevens (l) and Rebecca Giefer.
Key findings from the report, according to The Vision Council, include:
- Most non-wearers are former wearers. The majority previously wore sunglasses and stopped, meaning the opportunity is largely one of reactivation, not first-time adoption.
- The top barriers are practical. Forgetfulness, discomfort and loss or breakage dominate the list of reasons people give for not wearing sunglasses.
- Comfort is complicated. Consumers who cite discomfort experience it across multiple dimensions at once, making it resistant to simple product fixes.
- Three in four non-wearers feel the category wasn’t designed for them. This perception spans face shape, head size, skin tone and personal style, and reinforces other barriers and reduces motivation to shop.
- Product and retail solutions lead the path back. When asked what would encourage more regular wear, consumers point consistently to comfort, cost and style as the factors that would make a difference.
The report also finds that non-wearers are not avoiding sun exposure: 74 percent say they walk outside several times a week, 69 percent drive regularly and 40 percent exercise or play sports outdoors. The Vision Council says this points to a “meaningful and underserved market opportunity rooted in habit formation rather than first-time adoption.”
“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. “These findings reinforce our belief that great design starts with real people and real needs. They align closely with our commitment to purposeful innovation and creating eyewear that works for a broader range of consumers. We hope this report sparks meaningful conversations and helps move the industry forward.”
Focused inSights: Beyond UV Awareness is available for free download now. Members of The Vision Council can access the report in the Research Download Center, and non-members can download the full report here.
The Vision Council Foundation’s National Sunglasses Day is tomorrow, June 27. Free promotional toolkits are available from The Vision Council here.
