The hearing aid industry has long peddled a problematic story: "Don't worry, no one will notice." A groundbreaking 2024 study in the International Journal of Audiology reveals the damaging consequences of this approach. By treating hearing aids like something to hide, some manufacturers are actually reinforcing the very stigma that keeps people from seeking the help they need.
When we frame hearing aids as something to be ashamed of or concealed, we send a toxic message that hearing loss is something to be embarrassed about. That's not just misguided—it's harmful. Early glasses faced similar stigma.
Why it matters
By 2050, 1 in 10 people worldwide will have hearing loss (World Health Organization). Yet some of the industry's marketing discourages people from seeking help by reinforcing shame around a common medical condition.
The big picture
Devices like the Phonak Lyric and Nuance Hearing Glasses scream "invisible" in their headlines. The pitch? "You can live like you don't wear hearing aids."
For some people, this may sound great, but it's misleading.
Reality check
Here's what promotions don't tell you:
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Behind-the-ear devices are required for moderate to severe loss.
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People eventually notice something's different, whether they spot the device or wonder why you ask them to repeat themselves.
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The promise of invisibility sets users up for disappointment when their social struggles don't vanish overnight.
Click to download this infographic
The hard truth
Some practitioners who should know better fuel the problem. A 2024 study found that some hearing care practitioners reinforce stigma by emphasizing discrete appearance during clinic demonstrations and making recommendations based purely on concealment.
The research by Scarinci, Waite, and colleagues concluded that hearing-care providers should consider how they may be reinforcing the stigma.
The fix
Support before and after hearing aid adoption is critical.
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Discuss specific scenarios upfront: How will you handle loud restaurants? Video calls? Telling coworkers?
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Develop strategies for disclosing hearing loss (e.g., "I have hearing loss—could you face me when speaking?").
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Provide ongoing support beyond device fitting.
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Help patients weigh visible vs. concealed options
The bottom line
Device visibility should be the wearer's choice, not dictated by marketing pressure or fear of judgment.
The decision: Emerging research links untreated hearing loss to increased dementia risk, making health outcomes more critical than device visibility.
Our approach
At our practice, we see beyond the hearing aid. We're committed to supporting you through every conversation, challenge, and concern in your hearing health. Our audiologists provide guidance that goes beyond technology, helping you navigate social interactions, build confidence, and rediscover your communication potential.
Your hearing journey shouldn't start with shame
Choosing hearing aids is about improving your life, not hiding a problem. Our audiologists provide professional support that goes beyond the device fitting.
Your free 15-minute screening includes:
- Honest assessment of your hearing health
- Discussion of device options—visible or concealed
- Strategies for handling social situations with confidence
- Ongoing support for all your hearing concerns
No pressure. No stigma. Just expert care tailored for you.
★ Call 708-599-9500 to schedule your free screening.
★ For facts about hearing loss and hearing aid options, grab your copy of The Hearing Loss Guide.
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Crest Hill, IL - 630-633-5060 | Palos Hills, IL - 708-599-9500
Go deeper: Hearing Aids Aren’t Invisible and They Shouldn’t Be →
