Outdated images of hearing instruments continue to shape public perceptions of hearing loss; and they could be contributing to stigma and delays in people seeking help.
To tackle this challenge, GN Group launched the second phase of its “New Norm” image collection to coincide with World Hearing Day. The initiative aims to provide media organisations, charities and health communicators with a free library of modern and authentic images showing real people wearing contemporary hearing technology in everyday settings.
The problem with outdated imagery
Despite major advances in hearing technology, the images most commonly used to illustrate hearing loss in news stories and online content often show outdated devices or reinforce stereotypes that hearing instruments are only for older people.
Research commissioned by GN highlights how significant this visibility gap has become. A global study conducted by YouGov found that 49% of people in the UK could not recall seeing someone wearing a hearing aid in mainstream media over the past year unless the content was specifically about hearing loss.
Across the UK, US and Australia, many respondents also said portrayals of hearing loss in media are often unrealistic or inaccurate, reinforcing misconceptions about what hearing devices look like and who uses them.
Paul Surridge, Chairman of BIHIMA, said: “The lack of everyday visibility matters. Research has shown time and time again how it can influence whether people recognise changes in their own hearing and whether they seek professional support. It’s a vital starting point that we, as an industry, need to get right.”
Expanding “The New Norm”
The expanded New Norm Vol. 2 collection features photographs of real hearing instrument users aged between 20 and 60, captured in everyday environments rather than staged studio settings.
The images are freely available for journalists, educators, healthcare organisations and campaigners to use when communicating about hearing health. The project builds on the original New Norm collection launched in 2024, which has already been downloaded more than 50,000 times and viewed over 11 million times globally.
By making these images widely available, the initiative aims to replace outdated stock photography and encourage more realistic, empowering representations of people living with hearing loss.
What audiologists are saying
The importance of tackling stigma was also highlighted in BIHIMA’s 2025 Audiologist Survey, where hearing care professionals identified public perception and marketing as some of the biggest challenges facing the profession.
One respondent emphasised the importance of showing hearing instruments users in a more relatable way: “We need to continue to show different styles and ages of people with hearing aids, as well as celebrities being open about their hearing loss and not pushing invisible hearing aids all the time.”
Another suggested that the sector should take inspiration from how glasses are viewed: “I like the idea of moving towards ear wear being like eye wear, making the styles embrace that people are wearing them rather than hiding hearing aids. We also need a national health campaign around hearing loss and its wider impacts.”
These perspectives underline the growing consensus that normalising hearing technology is essential to improving hearing health outcomes.
For BIHIMA, improving representation is an important step towards breaking down stigma and encouraging more people to address hearing loss earlier.
Paul Surridge said: “Hearing technology has evolved dramatically, but the images used to represent it often haven’t. When the public repeatedly sees outdated or unrealistic portrayals, it reinforces misconceptions about who wears hearing instruments and what they look like today.
“Initiatives such as GN’s New Norm collection are helping to change that narrative by showing real people confidently wearing modern hearing technology in everyday life. Improving representation is a powerful way to challenge stigma and encourage more people to take positive action on their hearing health.
“Hearing loss affects millions of people, yet it is still frequently overlooked in mainstream media and marketing. By updating the visual language around hearing technology – and showcasing hearing device users as active, diverse and confident – initiatives like the New Norm aim to shift the narrative from stigma to empowerment.”
For audiologists, manufacturers and hearing health advocates alike, the message is clear: changing the picture of hearing loss could help change public attitudes as well.
