The Vision Council Releases Research on Sunglasses Non-Wearers Supported by HOUSE of MODO

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.