The Vision Council has released Focused inSights: Beyond UV Awareness, a new research report examining why adults do not wear sunglasses. Research shows that 37% of U.S. adults, or approximately 82 million people, decline to wear sunglasses despite routine outdoor exposure and familiarity with UV-related eye health risks.
According to The Vision Council, the findings challenge the assumption that greater awareness of UV risk is the main factor needed to increase sunglass use. While 65% of non-wearers are already familiar with the potential effects of UV exposure on the eyes, 36% report being concerned enough to act. Only 7% say additional health messaging would encourage more regular wear.
Released ahead of National Sunglasses Day on June 27, the report was supported by HOUSE of MODO. It is based on a dedicated survey conducted in April and May 2026 of 608 U.S. adults who do not currently wear sunglasses.
Key Findings
The report identifies several factors influencing sunglass non-wearers:
- Most non-wearers are former wearers. 75% of respondents previously wore sunglasses and stopped.
- The top barriers are practical. Forgetfulness, discomfort, and loss or breakage are among the leading reasons respondents gave for not wearing sunglasses.
- Comfort issues are multifaceted. Consumers who cite discomfort report experiencing it across multiple dimensions at once, making the issue more difficult to address with simple product changes.
- Many non-wearers feel underserved. Three in four respondents say the sunglasses category is not designed for them. Concerns include face shape, head size, skin tone, and personal style.
- Product and retail factors may drive re-engagement. Respondents point to comfort, cost, and style as factors that would encourage more regular wear.
The report also found that non-wearers are not necessarily avoiding sun exposure. Among respondents, 74% walk outside several times a week, 69% drive regularly, and 40% exercise or play sports outdoors.
Report Perspectives
“This research reframes the conversation around sunglasses non-wearers,” says 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.”
“These findings reinforce our belief that great design starts with real people and real needs,” adds Rebecca Giefer, CEO of HOUSE of MODO Americas. “They align closely with our commitment to purposeful innovation and creating eyewear that works for a broader range of consumers.”
TVC members can access the report here, while non-members can fill out this form to receive a free copy.