The Vision Council has released “UV Gotta Have Shades,” its newest report about UV protection. The document, which is meant for the vision industry at large as well as the media, highlights the habits of American adults and children regarding exposure to the sun's UV rays. Data are drawn from The Vision Council's latest VisionWatch survey.

The report reveals that the most common time for American adults to spend outdoors is between 2 pm and 4 pm, precisely when the risk from UV exposure for the eyes is at its highest. In spite of that, only 21.2 percent of American adults state they “always” wear sunglasses. To make matters worse, only 7.4 percent of American adults report their child(ren) “always” wear sunglasses.

The report was released in time for the healthy vision and UV awareness month (May) as well as The Vision Council's “National Sunglasses Day,” which takes place on June 27 each year. The campaign for National Sunglasses Day attracted more than half a billion online, broadcast and social media impressions last year. The campaign was also awarded with a bronze Bulldog Reporter Media Relations award for best use of social media in 2016.