Friends of Fight for Sight

Why Glasses Retailers Should Partner with a Vision Loss Charity: The Benefits of Joining our Membership Program

Today’s glasses retail market is competitive. There are approximately 205 businesses in the online glasses and contact lens retailing industry in the UK and around 8,100 optical retail outlets.

Demand is rising, with almost half (47%) of British people in 2023 reporting that they had purchased prescription glasses made specifically for them, up from 41% in 2021.

That demand will increase as our population ages.

Prescription glasses: helping glasses retailers stand out from the crowd

To stand out from the crowd, glasses retailers need to do more than offer quality eyewear. Your customers are looking to support brands that align with their values.

Especially those that focus on social responsibility and community impact. 

One powerful way for eyewear retailers to make a positive difference and stand out from the competition is by joining a vision loss charity membership program.

That's where the Friends of Fight for Sight comes in. Here are some reasons to join the fight.

1. Enhance brand credibility and trust

Today's consumers are more conscious than ever about the social impact of the brands they support. By partnering with a vision loss charity, your eyewear brand immediately connects with a cause that resonates deeply with customers concerned about eye health.

This partnership boosts your credibility and strengthens your reputation as a company that goes beyond selling products to actively support wellbeing.

Aligning your glasses brand with a trusted charity helps build consumer trust, turning casual customers into loyal advocates who appreciate your commitment to their long-term health.

2. Access expert eye health content and resources

One of the key benefits of a vision loss charity membership is access to high-quality educational content on eye health. From practical tips on protecting vision to information about common conditions like glaucoma or age-related macular degeneration, these resources can be used in your marketing campaigns, social media posts, and in-store materials.

Not only does this position your brand as an authority in eye care, but it also educates your customers, promoting proactive vision health and encouraging them to take care of their eyesight.

As part of your membership, we'll offer you the chance to host our eye health mythbuster, co-authored with one of our funded researchers.

3. Increase Customer Loyalty and Engagement

Your customers want to engage with brands that share their values. When you actively participate in raising awareness about vision loss and provide customers with educational resources, it fosters a deeper connection. Customers are more likely to remain loyal to a brand that demonstrates genuine care for their well-being.

A membership with a vision charity also offers opportunities for exclusive events, such as charitable fundraising campaigns. These efforts further engage your customer base, giving them reasons to return and support your business time and time again.

4. Drive Positive PR and Social Impact

A membership program with a vision loss charity allows your eyewear company to demonstrate how it supports meaningful social initiatives, such as tackling high rates of loneliness and isolation, helping victims and survivors of domestic abuse, or building confidence in young people who are blind or have vision impairment.

These efforts not only improve lives but also offer powerful public relations opportunities. By sharing your charity collaborations on social media, in press releases, and through community events, you generate positive attention for your brand.

Consumers and the media alike are more likely to notice and support businesses that actively give back to the community.

• As part of your membership, we will share relevant social media awareness days and tag our members, helping to raise awareness of your brand among all of our supporters. 

5. Differentiate Your Brand in a Competitive Market

In a crowded retail market, brand differentiation is key. Offering more than just high-quality eyewear can make your brand stand out. A vision charity membership program provides your company with a unique selling point: customers are more likely to choose a retailer that takes active steps to promote eye health and prevent vision loss.

Statistics show that 45% of people are more likely to buy from a brand that gives to charity. By integrating your eyewear business with a charitable mission, you gain a competitive advantage over those who focus solely on sales.