To mark World Hearing Day, hearing technology company GN Group has launched New Norm Vol. 2, a free global library of authentic images designed to improve how people living with hearing loss are represented in everyday media.
The initiative aims to replace outdated and unrealistic stock photos with modern, real-life images of people confidently wearing hearing aids in everyday situations.
Changing the Way Hearing Loss Is Seen
The new image library builds on the original New Norm campaign launched in 2024. Its goal is simple, to reduce stigma around hearing loss by showing hearing aids as a normal part of daily life.
The latest collection features high-quality photographs of real people aged between 20 and 60 who wear hearing aids. Instead of staged studio imagery, the photos capture natural moments, such as conversations with friends, working in the office, or enjoying time outdoors.
These images are available free of charge to media organisations, charities, educators and healthcare providers who want to present a more realistic picture of life with hearing loss.
The “Invisible Millions”
Research carried out by YouGov in Australia, the UK and the United States highlights a major gap in media representation.
Many people simply cannot remember seeing someone wearing hearing aids in everyday TV, advertising or media content unless the story specifically focuses on hearing loss.
The study found:
- 49% of people in the UK could not recall seeing someone wearing hearing aids in mainstream media during the past year
- 55% in the US reported the same
- 41% in Australia also said they could not remember seeing hearing aid users represented
This lack of visibility contributes to ongoing stigma and misunderstanding about hearing loss.
Why Representation Matters
The research also showed that people with hearing loss often feel that media portrayals are unrealistic. Across the three countries studied, around three-quarters of respondents with hearing loss said the media gets key aspects of their lives wrong.
Common stereotypes include portraying hearing loss as:
- Something that only affects older people
- A sign of frailty or dependence
- A barrier to an active lifestyle
In reality, hearing loss affects people of all ages and many individuals live active, independent lives while wearing hearing aids.
Better representation can also encourage people to seek help earlier. The study found that many people believe the lack of everyday representation makes it harder for individuals to recognise hearing loss or seek support when symptoms first appear.
A Positive Message About Hearing Care
Experts involved in the campaign say that seeing hearing aids represented more naturally can help shift public attitudes.
When hearing aids are seen as helpful tools, rather than something to hide, people may feel more confident about taking action when they notice changes in their hearing.
Early hearing care can make a significant difference to communication, wellbeing and overall quality of life.
Supporting Better Awareness of Hearing Health
At Coastal Hearing, we support initiatives that raise awareness of hearing health and help normalise the use of hearing technology.
Modern hearing aids are discreet, powerful and designed to fit naturally into everyday life. With better awareness and more positive representation, more people may feel comfortable taking the first step towards better hearing.
If you’re concerned about your hearing, booking a free listening check can help identify any early signs of hearing loss and provide reassurance about your hearing health.
Concerned about your hearing?
At Coastal Hearing we offer free listening checks and professional hearing assessments to help you understand your hearing health.
Our independent hearing clinic supports patients across Colwyn Bay, Conwy, Llandudno, Bangor and North Wales.
Book your appointment online today:
https://coastalhearing.co.uk/book-online