GN’s New Norm Image Library Challenges Hearing Aid Stereotypes
A new collection of 50 photographs featuring individuals aged 20 to 60 who use hearing aids has been released, aiming to dismantle outdated perceptions and showcase a more realistic portrayal of those who rely on these devices. The initiative, driven by hearing aid manufacturer GN, comes as research reveals widespread dissatisfaction with how the media represents hearing loss.
Addressing Media Misrepresentation
YouGov research commissioned by GN found that nearly 80% of adults in Britain with hearing loss believe the media frequently misrepresents their experiences. Similar sentiments were echoed by 77% of respondents in both Australia and the United States. This misrepresentation contributes to a significant stigma surrounding hearing aids and hearing loss. Almost half (49%) of those surveyed in the UK couldn’t recall seeing anyone with a hearing aid or cochlear implant in media content during the past year that wasn’t directly related to hearing loss itself.
Over 40% identified a common misconception in media portrayals: the framing of individuals with hearing aids as “elderly, fragile, or dependent.”
The New Norm Collection: A Shift in Representation
The “New Norm” image library builds upon a previous collection released in 2024, photographed by deaf photographer Gala Ricote and featuring public figures like comedian Lara Ricote, singer-songwriter James Page, and Paralympian Olivia Breen. The latest images were captured by Danish photographer Oliver Knauer and unveiled on Tuesday, coinciding with World Hearing Day.
GN’s chief audiology officer, Laurel Christensen, stated that the “media invisibility” and “unrealistic portrayal” of hearing loss can negatively impact the mental health of those living with the condition and “deter others from seeking support.”
Christensen continued: “GN wants to challenge the outdated misconceptions of hearing aids and living with hearing loss, fostering an environment where wearing hearing aids is seen as a symbol of empowerment in daily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.”
The Importance of Inclusive Representation
Claire Benton, president of the British Academy of Audiology, added: “Representation matters in hearing healthcare. When people see themselves reflected, it builds trust, reduces stigma, and empowers them to seek support for their hearing.”
The British Academy of Audiology believes inclusive representation is essential so everyone feels seen, understood, and confident to access care.
Accessibility and Availability
The full “New Norm” collection is available to view and download on Unsplash.
Hearing Loss Statistics
According to the Royal National Institute for Deaf people (RNID), 18 million people in the UK have deafness, hearing loss or tinnitus.
The YouGov data as well found that the majority (61%) of the general public surveyed in the UK agreed that the media shapes how they understand hearing loss, with more than 40% reporting that the lack of everyday media representation makes it harder for people to recognise hearing loss or seek help.
Many thanks to Lara Ricote, James Page, Olivia Breen, Julie “Hesta Prynn” Potash Slavin, LMFT, Jacob Kulick, Jaipreet Virdi for helping show the world the beauty and positivity of hearing aids.