Vision Monday and 20/20 magazine jointly introduced a digital-only smart eyewear supplement on October 30, 2026. The publication features articles analyzing the shift of smart glasses from novelty to everyday wearable tech and the evolving role of opticians. It highlights drivers such as AI integration, display-less audio/camera models, and augmented reality, citing Ray-Ban Meta’s success in hands-free media capture and live translation. The supplement addresses persistent privacy concerns, noting that 20 percent of hesitant consumers cite security apprehensions, while 10 percent worry about environmental or ethical AI issues. Experts discuss retail strategies, contrasting big-box pricing with local optical practices’ personalized care, emphasizing the need for staff to stay current on emerging technologies.
Vision Expo, organized by The Vision Council and RX, has opened submissions for the sixth annual 2027 NOW Awards. Independent designers, brands, and creators worldwide may enter free online until February 5, 2027, with product samples due by February 10. Finalists will be announced in late February, and winners honored on March 11 during Vision Expo 2027 at The Venetian Expo in Las Vegas. Categories include Best Optical and Sunglass (Independent/Licensed), Direct-to-Consumer, Emerging Designer/Brand, and Wearable Technology. A judging panel chaired by creator Nico Roseillier evaluates entries. At least one frame from each submitting brand is featured in the NOW Showcase on the show floor.
The Vision Council released its Consumer inSights Q3 2026 report, based on a survey of 12,099 U.S. adults conducted between July 29 and September 12, 2026. The findings indicate continued stability in eyewear spending, extending trends from Q2. Consumers shifted toward mid-range purchases, with buyers spending $100 to $199 increasing, while those spending under $100 or over $200 declined. In-person eyeglasses buyers reported higher average out-of-pocket costs compared to online purchasers. Additionally, 53% of online buyers purchased multiple pairs versus 36% of in-person shoppers. Smart eyewear adoption among recent buyers fell three percentage points to 13%. Managed vision care coverage reached 72%, the highest level in five quarters.
The Vision Council released its Consumer inSights Q3 2026 report, surveying 12,099 U.S. adults to analyze purchasing behavior across optical categories. Findings indicate stable market conditions with consumers shifting toward the $100–$199 price range, while spending under $100 or over $200 declined. The report highlights that in-person buyers incur higher average out-of-pocket costs than online shoppers, though 53% of online buyers purchase multiple pairs compared to 36% of in-person shoppers. Smart eyewear adoption among recent buyers fell three percentage points to 13%. Additionally, 72% of respondents reported having managed vision care coverage, the highest level in five quarters, and 59% spent less than $100 on contact lenses. Gen Z and Millennials drove increased eye exam rates, whereas Gen X reported the lowest.
The Vision Council released its Consumer inSights Q3 2026 report, surveying over 12,000 U.S. adults to analyze optical category purchasing trends. Findings indicate stable market conditions with consumers shifting toward the $100–$199 price range, while spending under $100 or over $200 declined. The data reveals that in-person buyers reported higher average out-of-pocket costs than online shoppers, though 53% of online buyers purchased multiple pairs compared to 36% of in-person shoppers. Managed vision care coverage reached a five-quarter high at 72%. Smart eyewear adoption among recent purchasers fell three percentage points to 13%. Additionally, 59% of respondents spent less than $100 on contact lenses, the highest share in five quarters. Gen Z and Millennials drove increased eye exam rates, while Gen X reported the lowest.
The Vision Council released its Consumer inSights Q3 2026 report, surveying over 12,000 U.S. adults on optical purchasing trends. The data indicates stable consumer behavior with a shift toward mid-range eyewear, as more buyers spent between $100 and $199 while shares of those spending under $100 or over $200 declined. Online eyewear buyers were more likely to purchase multiple pairs (53%) compared to in-person shoppers (36%), though in-person purchases reported higher average out-of-pocket costs. Smart eyewear adoption among recent buyers dropped three percentage points to 13%. Additionally, 72% of consumers reported having managed vision care coverage, the highest level in five quarters, and 59% spent less than $100 on contact lenses. The report is part of the organization's quarterly research program.
The Vision Council released its Consumer inSights Q3 2026 report, analyzing optical purchasing behavior among over 12,000 U.S. adults surveyed between July 29 and September 12, 2026. Findings indicate consumer spending remained relatively flat compared to the previous quarter, though buyers shifted toward the mid-range $100–$199 price point, while those spending under $100 or over $200 declined. In-person eyeglasses purchasers reported higher average out-of-pocket costs than online buyers. Key data points include a five-quarter high for managed vision care coverage at 72%, increased eye exams among Gen Z and Millennials, and a three-percentage-point drop in smart eyewear purchases to 13%. Additionally, 59% of respondents spent less than $100 on contact lenses, marking another five-quarter high.
Centennial Optical, a Canadian distributor of ophthalmic products, is distributing the VX Titanium frame collection. The value-driven line features 100% titanium construction, offering lightweight comfort and durability across 13 men’s and women’s styles. This expansion aims to provide more patients access to premium titanium eyewear. Headquartered in Toronto with customer service hubs in Montreal and Vancouver, Centennial has operated since 1967 and holds Health Canada licensing for Class I medical devices. The company distributes various international designer brands and house lens lines to eye care professionals and retailers nationally and internationally. The source identifies the F-88 as a featured model but does not specify pricing, exact launch dates, or inventory levels.
The International Agency for the Prevention of Blindness led the #LoveYourEyes campaign for World Sight Day 2026, which concluded on October 19. Optometry Giving Sight’s annual World Sight Day Challenge, now in its 20th year, ran from September 1 to October 31, engaging 154 practices, six companies, and seven schools across North America and beyond. EssilorLuxottica hosted regional clinics and screenings globally, while Alcon highlighted its Phaco Development Program, noting approximately 17 million procedures performed by trained professionals. CooperVision emphasized partnerships spanning over 85 countries. The Vision Council Foundation screened 1,309 children in Missouri, flagging 145 for potential vision issues. EyeCare4Kids marked its 25th anniversary with open houses in Utah and Las Vegas. These efforts precede the inaugural Global Summit for Eye Health scheduled for November 2, 2026, in Antigua and Barbuda.
The Vision Council has opened registration for its 2027 Executive Summit, scheduled for January 20-22 at La Cantera Resort & Spa in San Antonio, Texas. The event targets optical industry executives with educational presentations, economic updates, and networking. Keynotes will cover business relationships, artificial intelligence, and regulatory affairs, while attendees receive a 2027 optical economic forecast. The summit theme is “Connections: The Skills Technology Cannot Replace.” A complete agenda and speaker lineup are pending future announcement. Optional pre-event activities include golf, pickleball, and the Cantina Challenge, featuring Texas trivia and guacamole lessons. Additional on-site activities comprise a nature walk and group yoga. Networking begins Wednesday afternoon, January 20.
The Vision Council’s Government & Regulatory Affairs team has released the "2026 Midterm Update and Strategy Report" in preparation for the upcoming November 3 midterm elections. The document analyzes the current composition of Congress, identifies House and Senate races most relevant to the eyewear and vision care industry, and outlines potential policy impacts under either a Republican or Democratic majority. The report aims to help members strategically position themselves by mapping out scenarios that may bring specific issues to the forefront. Regardless of election outcomes, The Vision Council states it remains committed to advocating for member priorities. Inquiries regarding the report or advocacy strategy should be directed to Omar Elkhatib, Director of Government Relations.
The Vision Council has opened registration for its 2027 Executive Summit, scheduled for January 20–22, 2027, at La Cantera Resort & Spa in San Antonio, Texas. The event targets optical industry executives with presentations on artificial intelligence, regulatory affairs, and economic forecasts, under the theme "Connections: The Skills Technology Cannot Replace." CEO Ashley Mills emphasized maintaining human relationships amid technological change. Member pricing is $1,500 for early bird registration by December 15, 2026, rising to $1,700 afterward; nonmembers pay $3,000. A spouse add-on for social events costs $750. Optional pre-event activities like golf and pickleball are priced separately. Attendees can secure hotel rooms at a group rate of $339 per night plus tax if booked by December 15, 2026. The full agenda and speaker lineup will be announced later.
The Vision Council has opened registration for its 2027 Executive Summit, scheduled for January 20–22, 2027, at La Cantera Resort & Spa in San Antonio, Texas. The event targets optical industry executives with a theme focused on human connections in a digital age. Keynote speakers and panelists will discuss technology, AI, regulatory affairs, and economic forecasts, though the full agenda and speaker lineup remain to be announced later. Attendees can participate in networking activities and optional pre-event events like golf or pickleball. Pricing is $1,500 for members by December 15, 2026, rising to $1,700 afterward; nonmembers pay $3,000. A spouse add-on costs $750. Hotel reservations at a discounted rate of $339 per night plus tax must also be made by December 15, 2026.
The Vision Council’s Consumer inSights Q2 2026 report indicates a stabilizing eyewear market among more than 12,000 surveyed U.S. adults. Spending is broadly distributed across value, mid-range, and premium tiers, with purchases under $100 dipping slightly while those over $200 grew, reflecting deliberate consumer behavior rather than distress. Key findings include widening out-of-pocket cost gaps between managed vision care users and non-users, strong FSA/HSA utilization, steady plano sunglasses trends, and continued contact lens purchasing at corporate and chain locations. The report offers three years of trended data and is available through The Vision Council’s Research Download Center.
The Vision Council and RX have opened free submissions for the sixth annual 2027 NOW Awards, welcoming eyewear designers and brands worldwide. Entries close on February 5, 2027, with product samples required by February 10. Finalists will be announced in late February, and winners will be honored during the NOW Awards ceremony on March 11 at Vision Expo 2027, held March 10–13 at The Venetian Expo in Las Vegas. A judging panel chaired by Nico Roseillier will evaluate entries across categories including Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, Wearable Technology, and NOW Design. Every submitting brand is guaranteed at least one frame display in the NOW Showcase on the show floor.
The Vision Council released "Focused inSights 2026," a report based on an online survey of 1,089 U.S. adults conducted April 13–30, 2026. Findings indicate 78% experienced eye fatigue after screen use in the past three months, yet 39% of symptomatic respondents never raised issues with healthcare professionals. Awareness gaps persist, with 63% unfamiliar with digital eye strain and half unaware of dry eye disease. Eye doctors are the primary information source (40%) and most influential factor in treatment product selection (38%). The report was shared at Academy 2026 Anaheim (Sept. 30–Oct. 3). Full access is complimentary for Vision Council members; non-members may purchase it. Survey results carry a margin of error of approximately 3%.
BusinessOutside hosted its eighth annual Eyecare Innovation Summit in Boulder, Colorado, from September 28–30, 2026. The invite-only event, produced with Sanitas Advisors, gathered 75 executives and founders from over 60 companies, including EssilorLuxottica, Alcon, and Kaiser Permanente. Six emerging innovators selected by Sanitas Advisors presented products such as hearing eyeglasses, captioning glasses, AI clinical assistants, and a presbyopia eye drop. Attendees participated in small working sessions, outdoor hikes, and discussions on industry trends like declining meeting attendance. Sponsors included Shamir, Advancing Eyecare, Newton, and FYidoctors. The summit aimed to foster trust and provide early market access through direct interaction between senior decision-makers and startup teams.
The Vision Council is accepting submissions for the sixth annual 2027 NOW Awards, open to eyewear designers and brands worldwide regardless of exhibition status. Entry is free, with deadlines set for February 5, 2027, for digital submissions and February 10 for physical samples. A judging panel representing design, retail, education, and fashion sectors will evaluate entries, chaired by Nico Roseillier, with the full roster announced in January. The competition features ten categories, including Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, and Wearable Technology. Finalists will be revealed in late February, and winners recognized on March 11 at Vision Expo 2027 in Las Vegas. All submitting brands guarantee one frame display in the NOW Showcase, while finalists receive additional promotional recognition through Vision Expo channels.
The Vision Council and RX have opened free submissions for the sixth annual 2027 NOW Awards, welcoming eyewear designers and brands worldwide. Entries close February 5, 2027, with product samples due by February 10. Finalists will be announced in late February, and winners honored on March 11 during the NOW Awards ceremony at Vision Expo 2027, held March 10–13 at The Venetian Expo in Las Vegas. Building on last year’s expansion beyond exhibitors, the competition is open to established houses, licensed collections, and independent designers. Each submitting brand guarantees at least one frame in the NOW Showcase. Judging panels represent design, retail, education, and fashion, chaired by Nico Roseillier. Award categories include Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, and Wearable Technology.
The Vision Council and RX have opened free submissions for the sixth annual 2027 NOW Awards, expanding eligibility to eyewear designers and brands worldwide. Entries close February 5, 2027, with product samples due by February 10. Finalists will be announced in late February, and winners will be honored during a ceremony on March 11 at Vision Expo 2027, held March 10–13 at The Venetian Expo in Las Vegas. The competition features categories including Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, and Wearable Technology. A judging panel chaired by Nico Roseillier will evaluate entries, with the full panel scheduled for announcement in January. Every submitting brand is guaranteed at least one frame display in the NOW Showcase on the show floor.
The Vision Council released "Focused inSights 2026," a report based on an online survey of 1,089 U.S. adults conducted April 13–30, 2026. The study found that 78% of respondents experienced eye fatigue after screen use in the past three months, yet 39% of those with symptoms never raised them with a healthcare professional. Additionally, 63% were unfamiliar with digital eye strain, and half knew little about dry eye disease. Among patients seeking help, eye doctors are the top information source (40%) and their recommendations are the most critical factor in product selection (38%). Kris Stevens, Vice President of Research at The Vision Council, emphasized the importance of initiating conversations during existing exams. Results carry a margin of error of approximately 3%.
The Vision Council released its Focused inSights 2026 report, revealing that while 78% of surveyed U.S. adults experienced eye fatigue after screen use in the past three months, 39% never discussed these symptoms with a healthcare professional. Based on a national survey of 1,089 adults, the findings indicate low awareness, with 63% unfamiliar with digital eye strain and half unaware of dry eye disease. Despite this, eyecare providers remain the top information source for 40% of respondents and the most influential factor in product selection for 38%. Kris Stevens, Vice President of Research, emphasized starting conversations during existing exams. The report was shared at Academy 2026 Anaheim (Sept. 30–Oct. 3), where panel members receive free access to the $3,000-valued document alongside educational toolkits.
The Vision Council released "Focused inSights 2026," a report based on an online survey of 1,089 U.S. adults conducted April 13–30, 2026. Findings indicate 78% experienced eye fatigue after screen use in the past three months, yet 39% of symptomatic respondents never raised issues with healthcare professionals. Awareness gaps persist, with 63% unfamiliar with digital eye strain and half lacking knowledge of dry eye disease. Eye doctors serve as top information sources (40%) and primary influencers for treatment product choices (38%). The report was shared at Academy 2026 Anaheim (Sept. 30–Oct. 3). Eyecare providers joining The Vision Council’s research panel receive free access to the full report, valued at $3,000. Non-members may purchase it directly.
The Vision Council released "Focused inSights 2026," a report based on an April 2026 survey of 1,089 U.S. adults, revealing that 39% of respondents with eye strain or dry eye symptoms have never consulted a healthcare professional. The data indicates significant awareness gaps: 63% of participants had never heard of digital eye strain or knew only its name, while half reported similar unfamiliarity with dry eye disease. Despite this, eyecare providers remain the primary influence; 40% of respondents cited eye doctors as their top information source, and 38% identified doctor recommendations as the most critical factor when selecting treatment products. Kris Stevens, Vice President of Research at The Vision Council, emphasized that patients trust eye doctors more than other sources, suggesting that initiating conversations during existing exams is the key step to improving care access.
The Vision Council released its "Focused inSights 2026" report, based on a survey of 1,089 US adults, revealing that while eye strain symptoms are common, many individuals do not seek professional care. Data indicates 78% experienced eye fatigue after screen use in the past three months, yet 39% of symptomatic respondents never raised these issues with a health care provider. Additionally, 63% had never heard of digital eye strain or knew only its name, and half reported similar unfamiliarity with dry eye disease. When seeking help, eye doctors were the top information source for 40% of respondents, and their recommendations were the most critical factor for 38% when choosing treatment products. The Council shared these findings at the American Academy of Optometry’s annual meeting in Anaheim from September 30 to October 3, 2026.
Silmo Paris 2026 attracted 32,108 optical professionals from nearly 150 countries, featuring 950 exhibitors and 1,500 brands across an 86,000-square-foot space. Held September 25–28, the event emphasized innovation through the Silmo Next Futurology and Tech Village, showcasing smart glasses, AI, and predictive health technologies. A highlight was the first international hackathon for smart glasses health applications, where the Kimono assistant won top honors. The Trends Forum presented four design themes: FANCY, CHARISMA, ADRENALINE, and AURA. Andy Wolf received the Responsible Company Prize for reducing its acetate frame footprint by 53% between 2021 and 2024. Additionally, the 20/20 Europe Most Influential Women in Optical awards were held, honoring 26 industry leaders. Future events include Silmo Istanbul in November 2026 and Silmo Riyadh in April 2027.
The Vision Council Foundation, AccuWeather, and The Skin Cancer Foundation announced a collaboration on May 27, 2026, ahead of National Sunglasses Day on June 27. This marks the first joint effort among these organizations to promote comprehensive UV protection through sunglasses, sunscreen, and weather data. Citing 2025 Market inSights data, The Vision Council noted that over 37% of American adults do not regularly wear sunglasses, while The Skin Cancer Foundation highlighted skin cancer as the most common US cancer caused by UV radiation. AccuWeather provides an hour-by-hour UV Index and AccuLumen Brightness Index to support informed decisions. The partners will coordinate digital campaigns leading up to June 27. Free 2026 toolkits are currently available at thevisioncouncilfoundation.org/national-sunglasses-day for eyecare providers and consumers.
Following the expiration of Section 122 duties on July 24, 2026, the U.S. Trade Representative (USTR) has proposed new Section 301 tariffs citing forced labor concerns. The proposal includes a 10% additional tariff on imports from 14 countries/regions (including the EU, UK, Canada, Mexico, Taiwan, and Malaysia) and a 12.5% tariff on 46 other countries (including China, India, Japan, South Korea, Vietnam, and Thailand). Separately, a 25% tariff on Brazilian goods is expected after July 15, 2026. These measures target countries lacking effective forced labor prohibitions, distinct from existing 2018 trade practice tariffs. No implementation date is set; a public hearing and comment period are open. The Vision Council notes these changes could increase costs across the optical supply chain.
The Vision Council Foundation and the United Opticians Association (UOA) have partnered to advance UV safety awareness for National Sunglasses Day on June 27, 2026. This collaboration coincides with the UOA Leadership Conference in Chicago, Illinois, held June 25–27. The initiative aims to encourage year-round sunglasses use and highlight the role of opticians in eye health protection. According to The Vision Council, approximately 30 million pairs of plano sunglasses are sold annually through optical stores, representing about 10% of the market, yet more than 37% of U.S. adults lack adequate UV eye protection. Free educational toolkits, including social graphics and fact sheets, are available at thevisioncouncilfoundation.org/national-sunglasses-day. Consumers are invited to share photos using the hashtag #NationalSunglassesDay to spread awareness.
On June 25, 2026, The Vision Council released "Focused inSights: Beyond UV Awareness," a research report supported by HOUSE of MODO. Based on a survey of 608 U.S. adults conducted in April and May 2026, the study examines why 37% of U.S. adults (approximately 82 million people) do not wear sunglasses despite routine outdoor exposure. Findings indicate that most non-wearers are former users who stopped due to practical barriers such as forgetfulness, discomfort, and loss or breakage, rather than a lack of UV awareness; 65% are already familiar with UV risks. The report suggests that reactivating these consumers requires improvements in comfort, cost, and style, noting that three in four non-wearers feel the category was not designed for them. The full report is available for free download.
On July 28, 2026, The Vision Council announced guidance for the optical industry regarding new Section 301 tariffs imposed by the Trump Administration on 60 economies. These duties replace expired Section 122 tariffs and include a 12.5% rate on major sourcing markets like China, Vietnam, Thailand, and Cambodia, and a 10% rate on India and Indonesia. The Council advises that the new 12.5% duty on Chinese goods stacks with existing Section 301 rates (7.5% or 25%) rather than superseding them. Traditional eyewear HTS codes do not qualify for exemptions. Additionally, a separate 25% Section 301 duty effective July 22 applies to Brazilian optical products. A proposed 50% penalty on Canadian goods has not yet taken effect. The Council offers a Tariff Dashboard for members to model cost impacts.
Editorial relevance: The Vision Council provides critical guidance on new Section 301 tariffs affecting optical imports, highlighting duty stacking risks and exemption limitations for eyewear products.
The Vision Council released its Q2 2026 Consumer inSights report, based on a survey of 12,137 U.S. adults conducted between April 10 and June 12, 2026. The findings indicate a stabilizing market following cautious spending, with consumers deliberately stretching existing eyewear rather than skipping purchases due to affordability issues. Spending remains distributed across price tiers: the under-$100 segment edged down, while the $200+ tier increased. Key insights include that 16% of recent buyers purchased smart eyewear, and contact lens sales shifted toward corporate and chain locations (62%). FSA/HSA usage is common among those with access, with three-quarters using them for eye exams. The report is complimentary for members and available for purchase by non-members.
Editorial relevance: Provides quarterly data on U.S. consumer spending tiers, smart eyewear adoption rates, and channel shifts relevant to optical ecommerce strategy.
The Vision Council released its Market inSights and Provider inSights reports for Q1-Q2 2026, revealing that while the optical industry surpassed $19 billion in value in Q2 2026, this growth was primarily due to higher per-unit pricing. Unit volumes declined across nearly all categories, with exam volume dropping by nearly 2.5 million visits compared to the first half of 2025. Provider sentiment softened significantly; 63% believe the U.S. economy worsened in early 2026, and 61% reported tariffs impacting their practices. Despite these headwinds, 49% of providers now offer smart eyewear, up from 39% a year ago, and 92% carry frames priced at $350 or more.
Editorial relevance: This report highlights that optical market revenue growth is driven by price increases rather than volume, with significant declines in patient visits and provider confidence affecting the broader eyewear supply chain.
The Vision Council concluded its sold-out 2026 Lab Leadership Forum in Henderson, Nevada, from September 16–18, gathering over 200 optical laboratory leaders for networking and professional development. The agenda featured expert-led panels on lens design, equipment, and lab management systems, alongside updates on market research and regulatory issues. Brandon Butler, Founder and CEO of Artisan Lab Network, received the 2026 Goodfellow Award during a special dinner. Prior to the main forum, the association hosted the annual Emerging Optical Leaders (EOL) Retreat, offering participants leadership workshops and networking at Red Rock Canyon. Michael Vitale, Vice President of Membership, Government Relations & Technical Affairs, stated that attendees would implement changes inspired by these gatherings. Sponsors included Coburn Technologies, Hoya Vision Care, and Shamir.
20/20 Europe and Jobson Optical Group celebrated the inaugural European edition of the “Most Influential Women in Optical” (MIWO) initiative during a luncheon at SILMO Paris on September 25, 2026. Originally launched in the United States by Vision Monday in 2003, the program recognized 26 women from across the European optical and eyewear industry. Honourees were acknowledged in five categories: Business Leaders, Mentors, Rising Stars, Founders, and Innovators. Lorraine Berton was among those honored for her leadership in the Italian optical industry and as the first woman to lead ANFAO. Approximately 160 guests attended the event, which brought together optical professionals, industry leaders, and sponsors including The Vision Council, READ ON, MIDO, and Go Eyewear Group.
The Vision Council concluded its sold-out 2026 Lab Leadership Forum, held September 16–18 at the M Resort Spa Casino in Henderson, Nevada. Over 200 optical laboratory leaders attended the three-day event, which featured panel discussions on lens design, equipment, and lab management systems, alongside networking activities including a golf tournament. During a special dinner, the organization presented the 2026 Goodfellow Award to Brandon Butler, Founder and CEO of Artisan Lab Network, recognizing his outstanding leadership and contributions to independent optical laboratories over his 25-year career. Additionally, The Vision Council hosted the 2026 Emerging Optical Leaders Retreat prior to the forum, offering participants leadership development workshops and networking opportunities at Red Rock Canyon.
The US optical market reached $19.1 billion in the second quarter of 2026, an increase from $18.4 billion in the first quarter, according to The Vision Council’s latest Market inSights report. Despite this revenue growth, unit volumes dropped in every category, indicating that price increases are increasingly driving market value. The quarterly estimates rely on consumer retail credit card spending data, patient billing and payment data, and optical retail location information.