New data has revealed that the top 10 reasons for avoiding hearing instruments have barely shifted in the past three years, despite rising satisfaction rates and life-changing developments in technology.
The data, from Eurotrak UK, suggests an ongoing resistance to seeking help - one that isn’t solely about access or technology, but something deeper: perception, identity, and long-held stigma. 
According to the Eurotrak data, the top 10 reasons that people aren’t getting hearing instruments are:
- I hear well enough in most situations
- They are uncomfortable
- My hearing loss is not severe enough
- They do not work well in noisy situations
- They do not restore hearing to normal
- I have more serious priorities
- I cannot afford a hearing aid
- I would be embarrassed to wear a hearing aid
- They are bad designs
- I do not admit I have a hearing loss in public
According to the British Irish Hearing Instrument Manufacture Association (BIHIMA), the top three reasons all stem from subconsciously trying to minimise the problem. This is despite research showing that any level of untreated hearing loss has significant links to isolation, loss of connection with others and cognitive decline. BIHIMA’s Chairman, Paul Surridge, says: “Many people tell themselves they’re coping fine, but what they’re really doing is adapting; withdrawing from noisy conversations, avoiding social settings or relying heavily on others. That’s not coping, that’s missing out”.
Design dissatisfaction remains high at 50%, though the BIHIMA feels this is more about perception of design rather than a reflection on the real products available. Although modern hearing instruments are often sleek, AI-powered and app-connected, many people still imagine clunky beige devices from the past - something that isn’t helped by media representations of hearing instruments.
Stigma is slowly but steadily being challenged across the industry, such as DeafMetal's inclusion in the V&A's Design and Disability exhibition. Organisations including the RNID are tackling stigma head-on with publicity and celebrity campaigns. As an industry, the BIHIMA is working to normalise hearing conversations in public and healthcare settings, educate young people on the risks of hearing loss and celebrate hearing technology as innovative and aspirational.
“It’s time to talk about hearing loss the way we talk about vision or dental health,” says Paul. “Nobody’s embarrassed to wear glasses. We need to get to the point where the same is true for hearing instruments.”
