Hearing loss

Hidden Hearing supports World Hearing Day 2024

Contributed by James Pocock

03/03/2024 00:00:00 • 4 min read

Sunday 3rd March is World Hearing Day 2024, a day organised by the World Health Organization (WHO). This year WHO are focusing on overcoming the challenges posed by societal misperceptions and stigmatising mindsets around hearing loss.

Hearing loss is one of the most common long-term health conditions in the UK, affecting 1 in 5 of all UK adults, and 40% of over 50s. Yet many people still associate it with old age. In fact, hearing loss is the third most stigmatised aspect of ageing, behind frailty and forgetfulness1.

Oticon Intent hearing aids

According to the WHO, one of the key factors stopping people with hearing loss getting the care they need is perception. People deny they have a problem for years (9 – 10 years according to the WHO2), often because they’re too embarrassed to seek help, in fear that admitting they have a problem will make them appear ‘old’.

Ironically, according to a 2022 study, people are two-and-a-half times less likely to make a joke about hearing aids than they are if you have untreated hearing loss3.

Changing mindsets

Over the last few years, though, we have started to see some changes. Movies like CODA and the Sound of Metal, as well as shows like Strictly and Gladiators have helped move hearing loss and deafness into the public eye. Even a version of Barbie now wears a hearing aid.

Leaving hearing loss untreated can impact your physical and mental well-being, as well as your relationships – both at home and at work.

Our no-obligation hearing tests are completely free. Plus with a network of over 300 high street hearing centres and hearing clinics, you’re bound to be able to find a testing centre near you.

 Holding Oticon Intent hearing aids

Book a hearing test – you could be awarded free hearing aids

In support of World Hearing Day’s ‘changing mindsets’ theme, we’re changing the perception around private hearing care by awarding up to five pairs of state-of-the-art hearing aids to people who might not be able to afford them otherwise through our Give Back Programme.

Use our free, five-minute online hearing test as a first step and, if that indicates a potential problem, come and see us. Our hearing care experts will be nominating people whose hearing they test throughout March. Book your free hearing test today for your chance to be nominated.

Remember to bring a friend or loved one with you. Testing your hearing against a familiar voice will help give us a better understanding of how well you can hear.


[1] “A Global study on Wellbeing and Quality of Life”, YouGov, 24,000 adults, across 14 countries, December 2021.

[2] World Report on Hearing, WHO, Geneva, 2022.

[3] Anovum – EuroTrak UK report, 2022.

    WHD 2024 Statistics        from the World Health            Organisation

  • Globally, over 80% of ear and hearing care needs remain unmet.
  • Unaddressed hearing loss costs the global economy nearly $1Trillion annually.
  • Deeply ingrained societal misperceptions and stigmatising mindsets are key factors that limit efforts for preventing and addressing hearing loss.