The Vision Council (TVC) has released “Focused inSights: Beyond UV Awareness,” a research report examining why many US adults do not wear sunglasses despite regular outdoor exposure and awareness of ultraviolet eye health risks. The report was released ahead of National Sunglasses Day on June 27 and was supported by House of Modo.
The findings are based on a survey of 608 US adults conducted in April and May 2026 who reported that they do not currently wear sunglasses. According to TVC, an estimated 37% of US adults—about 82 million people—fall into this category.
The report suggests that lack of awareness about UV-related eye health is not the primary reason many people forgo sunglasses. Among survey respondents, 65% said they were familiar with the potential effects of UV exposure on the eyes, but only 36% said they were concerned enough to change their behavior. Just 7% indicated that additional health messaging would encourage them to wear sunglasses more regularly.
"This research reframes the conversation around sunglasses nonwearers," said Kris Stevens, TVC’s vice president of research. Stevens said many respondents had previously worn sunglasses but stopped for practical reasons, suggesting that product design, accessibility, and fit may play a larger role in encouraging future use.
According to the report, most respondents had worn sunglasses in the past, indicating that the opportunity for increased use may lie in re-engaging former wearers rather than attracting first-time users. Respondents most commonly cited practical barriers such as forgetting to bring sunglasses, discomfort, and loss or breakage.
The survey also found that discomfort often involved multiple factors rather than a single issue. In addition, 3 in 4 respondents said they felt the sunglasses category was not designed for them, citing concerns related to face shape, head size, skin tone, or personal style.
When asked what would encourage them to wear sunglasses more often, respondents most frequently identified improvements in comfort, affordability, and style.
The report also found that many nonwearers regularly spend time outdoors. Among respondents, 74% said they walk outside several times a week, 69% reported driving regularly, and 40% said they exercise or participate in sports outdoors.
“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,” said Rebecca Giefer, CEO of House of Modo Americas. “We hope this report sparks meaningful conversations and helps move the industry forward.”
The full report, and other materials related to National Sunglasses Day, can be found here. OM