There’s no sugarcoating it: the data shows the eye care industry is facing headwinds.
Patient volume is down. Consumer sentiment is shifting. Tariffs are rattling supply chains, and the future of our biggest industry event is being reimagined.
In this data-rich conversation, Eugene Shatsman is joined by three key leaders from The Vision Council — Ashley Mills, CEO, Alysse Henkel, VP of Research & Insights, and Omar Elkhatib, Senior Manager of Government Relations — to break down what’s changing, what’s staying, and what it all means for your practice or business.
They unpack fresh Q1 data, address the industry’s biggest pain points, including tariffs and shrinking exam volume, and reveal how in 2026, Vision Expo is evolving into a more unified and impactful industry event.
The Data Doesn’t Lie: Volume is Down, But Not All Is Lost
Alysse Henkel shares eye-opening new research that uncovers a troubling trend —exam volume, lens purchases, and frame sales were all down in Q1 2025. Using anonymized credit card and EHR data, The Vision Council paints a real-time picture of the challenges facing practices today. But there’s a twist: while volume may be declining, there are silver linings in certain segments and geographies.
Henkel breaks down which demographics are disengaging from care, where patient behavior is shifting, and why emotional sentiment, among both consumers and providers, is now critical to track.
This segment reveals the key trends you need to monitor if you’re trying to stabilize or grow in a volatile market.
Tariffs: Real Costs, Real Impact
Omar Elkhatib addresses the topic that has many professionals confused: tariffs on imported optical products. Are these fees truly affecting margins? Yes. But what matters most is knowing which ones are real, and which are political noise.
Elkhatib explains how certain tariff increases are already hitting frame manufacturers and labs, and how those costs trickle down to practice owners. More importantly, he reveals how The Vision Council is actively meeting with policymakers and even White House officials to represent the interests of optometrists and optical businesses alike.
If you’ve been asking: “What can I do about tariffs?” — this segment shows how you can get involved and stay informed.
One Vision Expo to Rule Them All: The Future Starts in 2026
Ashley Mills unveils a major industry announcement: Starting in 2026, Vision Expo will consolidate into one flagship event that rotates locations annually. The goal? Unify a fragmented industry and amplify the impact of a single, central expo experience.
Drawing from both data and attendee feedback, Mills explains why the current bi-annual format is no longer serving the industry’s evolving needs. The new format will feature cutting-edge innovation showcases, deeper education tracks, and even Shark Tank–style pitch competitions to highlight new tech and design in the eyecare space.
The conversation also previews Vision Expo West 2025 in Las Vegas, where you’ll get a glimpse of what’s coming, including more immersive experiences, a bigger tech presence, and collaboration opportunities designed to move the profession forward.
Key Takeaways
- Industry Volume is Down Across the Board: Exams, lenses, and frames all saw year-over-year declines in Q1 2024.
- Consumer Sentiment is Splintering: Younger demographics are becoming less engaged with routine eyecare, challenging traditional marketing and retention models.
- Tariffs Are a Silent Threat: Rising import costs are creating ripple effects that impact manufacturers, distributors, and practice margins.
- One Vision Expo, One Industry: Vision Expo will consolidate into a single flagship event starting in 2026, aiming to unify the field and streamline impact.
- Data-Informed Strategy is Essential: From consumer behavior to macroeconomic pressures, success in 2024 hinges on knowing what’s real—and what’s coming.
In This Episode
- 00:00 – Introduction
- 03:00 – Meet the Vision Council leaders
- 05:30 – Q1 2025 Data: Volume is down — here’s what it means for your practice
- 08:45 – Consumer Trends
- 12:20 – What ODs are saying about financial stress and uncertainty
- 16:40 – Tariff Talk: What’s real, what’s noise, and what’s hurting your margins
- 22:15 – How Vision Council is influencing policy in D.C.
- 28:30 – The Vision Expo Shakeup
- 35:10 – What to expect at Vision Expo West 2025 in Vegas
- 41:00 – Where the opportunities lie right now in eyecare
Contact Information
Connect with Ashley Mills
With over 20 years in trade association leadership and marketing, Ashley Mills has been CEO since 2016, after returning to the organization in 2016 as VP of Trade Shows & Meetings. Under her leadership, The Vision Council has transformed Vision Expo into a unified annual flagship event aimed at amplifying the industry’s voice and fostering innovation.
LinkedIn: https://www.linkedin.com/in/ashley-a-mills/
Website: https://thevisioncouncil.org/
Connect with Alysse Henkel
Alysse Henkel leads the design and implementation of data systems that power large-scale analysis and consumer insights at The Vision Council. Alysse is credited with modernizing the Council’s market research infrastructure — including revamping its VisionWatch survey and pioneering big-data strategies that track trends in eyewear, telehealth, and Gen Z patient behavior.
LinkedIn: https://www.linkedin.com/in/alyssehenkel/
Website: https://thevisioncouncil.org/
Connect with Omar Elkhatib
Omar Elkhatib manages federal and state advocacy efforts for The Vision Council, partnering closely with Washington D.C. entities including Venable, the U.S. Trade Representative’s office, and the White House. Recently, Omar has led advocacy campaigns addressing tariff challenges, developing industry tools like the tariff simulator and hosting webinars to guide opticians through escalating import duties.
Website: https://thevisioncouncil.org/
Connect with Eugene Shatsman:
Website – https://www.eugeneshatsman.com/
LinkedIn – https://www.linkedin.com/in/eugeneshatsman