To mark World Hearing Day, GN, a global leader in hearing, audio, video and gaming solutions is seeking to end the “media invisibility” surrounding hearing loss by launching an expanded diverse library of images representing people living with hearing loss. New global research reveals a striking lack of everyday representation of hearing loss in media and a pattern of inaccurate portrayals that continue to fuel stigma, misconceptions and delayed help‑seeking.
The New Norm vol. 2 image library features a collection of free, high-quality photographs that showcase real people aged between 20 and 60 years with hearing loss, wearing their hearing aids. It aims to shift the visual focus from staged studio shots to real world moments. The images are now available for free use by the media, academia, non-profits and others reporting on hearing loss, aiming to replace outdated and stereotypical imagery with a more contemporary and positive representation of hearing aids and the lives of those who use them.
“Invisible millions” missing from mainstream content
To launch the campaign, GN commissioned YouGov research across Australia, UK and US revealing that large portions of the general public, as well as those with hearing loss, simply cannot recall seeing people who wear hearing aids in mainstream content unless the story is explicitly about hearing loss. In Australia, 41% of respondents could not name a single instance from the past year where someone wearing a hearing aid or cochlear implant appeared in media, where the content wasn’t related to hearing loss or hearing devices. The figure rose to 49% in the UK and 55% in the US.
“This “media invisibility” and unrealistic portrayal highlighted by our YouGov 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 GN wants to challenge the outdated misconceptions of hearing aids and living with hearing loss fostering an environment where wearing hearing aids is seen as a symbol of empowerment in daily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,” said Laurel Christensen, Ph.D., Chief Audiology Officer at GN.
Dated stereotypes: Hearing loss in media needs to be more relatable
Roughly a quarter of respondents with hearing loss across the three countries say depictions of people with hearing devices are rarely or not at all relatable, and only around one in ten say they very often see relatable portrayals. This relatability gap matters, as many believe representation shapes behaviour. 55% of Australians, 42% Britons and 41% Americans say the lack of everyday media representation makes it harder for people to recognise hearing loss or seek help. A vast majority of those with hearing loss in Australia (77%), the UK (79%) and America (77%) say media gets key aspects of their lives wrong, such as framing people with hearing loss as elderly, fragile or dependent.
“Authentic, everyday representation can move people from hesitation to action when it comes to recognizing and ‘owning’ their hearing loss,” said Barbara Kelley, Executive Director, Hearing Loss Association of America. “When people see hearing aids as a helpful tool, not just as a sign of getting older, we think they are more likely to seek hearing care as an overall proactive health choice.”
Media contacts:
Marie Schleimann Nordlund Helge Coroli Frandsen
Director of Communication & Community Group Media Manager
Tel: +45 3126 3734 Tel: +45 22 94 98 24
About NEW NORM vol. 2
The New Norm vol. 2 image library launches globally today and continues through 2026 to encourage sustained change. Editors, marketers and health communicators can download the image library, usage guidance and alt text examples. GN is continuing its work to break down stigma as initiated by the original New Norm 1.0 collection, which has already been downloaded more than fifty thousand times and viewed over eleven million times, highlighting global demand for authentic imagery around hearing loss. The New Norm 1.0 launched in March 2024 aimed to tackle the visual misperception people have of modern hearing aids, which contributes to the high level of untreated hearing loss. The full collection now includes over 90 pictures and moving stills showcasing people wearing hearing aids across ages, lifestyles and settings – to change perceptions of living with hearing losss.
About GN
GN brings people closer through our leading intelligent hearing, audio, video, and gaming solutions. Inspired by people and driven by innovation, we deliver technologies that enhance the senses of hearing and sight. We help people with hearing loss overcome real-life challenges, improve communication and collaboration for businesses, and provide great experiences for audio and gaming enthusiasts.GN was founded more than 150 years ago with a vision to connect the world. Today, inspired by our strong heritage, GN touches more lives than ever with our unique expertise and the broadest portfolio of products and services in our history – bringing people closer to what is important to them.We market our solutions with the brands Jabra, ReSound, SteelSeries, Beltone, Interton, BlueParrott, Danavox, and FalCom in 100 countries. Founded in 1869, GN Group employs more than 7,000 people and is listed on Nasdaq Copenhagen (GN.CO). Visit our homepage GN.com and connect with us on LinkedIn, Facebook and X.
About YouGov research
GN commissioned YouGov to conduct nationally representative online surveys in Australia, the United Kingdom and the United States, to determine; how hearing loss is portrayed across media and the prevalence of hearing aid users in TV/film/advertising; the media's role in understanding and shaping perception of hearing loss; and consumer perceptions of people with hearing loss. This study was conducted online between January 30th – February 4th, 2026. The sample is comprised of nationally representative samples, aged 18 years and older. AU: n=1014 (including n=312 with hearing loss) UK: n=1023 (including n=324 with hearing loss) US: n=1016 (including n=319 with hearing loss). The study has been carried out in accordance with the ISO 20252:2019 standards, to which YouGov is accredited.
Reference: YouGov research, February 2026. Data on File.