Most Brits can’t recall seeing anyone wearing a hearing aid in magazines, on TV, in soaps, adverts or mainstream websites, according to new research for World Hearing Day
People with hearing loss appear to be disappearing from Britain’s screens, with the majority of Brits admitting they can’t recall seeing anyone sporting a hearing aid in soaps
New research, commissioned by GN to commemorate World Hearing Day, reveals that over half (55%) of people in the UK can’t cite a single instance in the past year where someone wearing a hearing aid or cochlear implant is featured, unless the plot or topic is specifically about deafness.
Adding to this, when those with hearing aids or implants do feature, more than three quarters (79%) claim the media misrepresents key aspects of their lives, often depicting people with hearing loss as elderly, frail or dependent.
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Despite acceptance through soap characters such as EastEnders’ Ben Mitchell and Strictly’s Rose Ayling-Ellis – the inclusion seems more distant than ever.
Now GN, a leading global developer of advanced hearing care solutions, has cautioned that this lack of visibility can perpetuate stigma and could deter people from seeking help all-together.
One in six adults in the UK are affected by hearing loss, yet many remain unsupported. Whilst 6.7million people could benefit from hearing aids, only around two million use them.
According to GN’s research, under-representation in everyday content may be contributing to this ‘hearing gap’, with 42% of Brits admitted that limited visibility makes recognising hearing loss, and seeking help, more challenging.
To address the issue, GN has launched an expanded free image library showcasing real people aged 20 to 60 living with hearing loss, wearing their hearing aids. This can be found here.
Laurel Christensen, Ph.D., Chief Audiology Officer at GN stated: “This ‘media invisibility’ and unrealistic portrayal highlighted by our research can negatively impact the mental health of people living with hearing loss and deter others from seeking help when they notice early signs of hearing loss.
“GN wants to challenge the outdated misconceptions of hearing aids and living with hearing loss fostering an environment where wearing hearing aids is seen as a symbol of empowerment in daily life, and our New Norm image library gives newsrooms, brands and creators practical assets to change it.”
Claire Benton, President of the British Academy of Audiology commented: “Representation matters in hearing healthcare. When people see themselves reflected, it builds trust, reduces stigma, and empowers them to seek support for their hearing. At the British Academy of Audiology, we believe inclusive representation is essential so everyone feels seen, understood, and confident to access care.”
Additional findings from the research revealed that a quarter of Brits with hearing loss say depictions of people with hearing devices are rarely, or never, relatable, whilst only around one in ten claim they frequently witness authentic portrayals.
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