“Wow, your new hearing aids look really sexy,” said no one ever. While our hearing aids can help us feel sexier — because we can communicate better — the beige-colored arcs behind or in our ears don’t often look the part.
But maybe that is changing.
Large hearing aid manufacturer Sonova recently purchased the consumer electronics division of Sennheiser, adding headphones and wireless earbuds to its offerings. Could this be a move into personal audio equipment or perhaps an exploration of new form factors for its existing hearing aid technologies? Or hopefully both, giving hearing aid users a wider variety of offerings from which to choose.
But change never happens in a straight line.
Around the same time, Bose unveiled its latest hearables entrant — a self-fitting hearing aid — the first approved by the FDA. Industry watchers waited with anticipation to see what a hearing aid developed by one of the world’s leading consumer electronics products companies might look like. The answer disappointed many.
Bose’s SoundControl hearing aids look like a traditional hearing aid — neutral in color and conventionally shaped with a standard behind-the-ear form factor. And they act like one too — albeit a very “old style” hearing aid. Bose’s devices do not allow users to stream phone calls or media, while many of today’s most popular hearing aid styles do. This may not only be a miss of form for Bose’s devices, but also a miss of function.
Social media was ablaze: How will this typical looking device bring down stigma? How will its lack of functionality increase uptake of hearing devices? The answer may lie in its price, which at $849 for a pair is much less than the $5000 or more many of us pay for our hearing devices.
How should hearing aids look?
The debate around these two announcements got me wondering: How should hearing aids look? There is no one answer that fits everyone.
Some of us want our devices to be boldly shaped, brightly colored and noticeable. We decorate them and wear them with pride. If people can see our devices, we hope, it might make it easier to get the communication assistance we require.
Others prefer our hearing devices to slide into the background — hiding deep in our ears or blending into our hair or skin. We may be battling stigma or other self-imposed negative attitudes about hearing loss that inspire us to hide our devices from view and the inevitable questions they might raise about our ability to communicate well.
The degree and type of hearing loss may also factor into our choices. While people with mild or moderate hearing loss may do well with small devices, people with more severe losses may need the power that only larger aids can provide.
But form isn’t everything. Experienced hearing aid wearers increasingly want the functionality of a consumer device, allowing them to stream phone calls and media directly into the ears.
Those newer to hearing loss may prefer using a consumer device that, by the way, also helps them hear better. The two options provide similar services, but the emphasis is different, and perhaps the feeling one gets when using them varies too.
People with hearing loss benefit when there is choice.
The real answer is that there is no one right answer for everyone. And with so many new entrants coming into the hearables market — there doesn’t need to be. People with hearing loss benefit most when there are a variety of choices available — options for both the look and the function of our devices. As well as the price point.
I am excited to watch as the industry continues to evolve. The real winners this time around may actually be the consumer.
Shari Eberts is a hearing health advocate, writer, and avid Bikram yogi. She is the founder of Living With Hearing Loss, a blog and online community for people living with hearing loss and tinnitus. She also serves on the Board of Trustees of Hearing Loss Association of America. Shari has an adult-onset genetic hearing loss and hopes that by sharing her story she will help others to live more peacefully with their own hearing issues. Connect with Shari: Blog, Facebook, LinkedIn, Twitter.
In 10 years there will be no such device as hearing aid. Hearing enhancement will naturally blend into consumer electronics devices that we all be wearing. We’ll start see this transformation very soon, actually it has started already, but it is still in the very beginning. The good news for users is that Apple has just announced “conversation boost” mode in AirPods Pro. This is not a replacement for full featured hearing amplification, but we will not need to wait soon before other large OEMs will introduce it. Actually, small companies such as my company Alango Technologies (https://wearandhear.com) or Nuheara (https://nuheara.com) already have such products, but we are too small. I cannot say for Nuheara, but Alango with several years of experience on the market and proven technology can help those who have power to change the status-quo. It will happen soon to the benefit of consumers and it will be approved by FDA shortly. BOSE is a good example of this. The hardware is just the container for technology, there is no reason it shall look like a hearing.aid. Many years ago people used pocket watches and, probably, discussed the best shapes and other details. Today one can find them in museums.
The BOSE buds were certainly a disappointment. But I’m a disciple and user of Nuheara’s MAX so anything BOSE released was going to have to be really good to tempt me to change over from my $400 MAX.
The form factor of the MAX – one which the Big 5 now all have in their range – is the way hearing aids should look! Just waiting on battery technology to catch up so they can be work all day without charging.
Why can’t I find bright colored BTE/RIC aids now?
My first pair were BRIGHT RED and I loved them! And NO ONE even noticed them although I wear my hair VERY short!!
I HATE black, beige, silver aids that “disappear” if I happen to set them down somewhere. PLEASE bring back brightly colored aids!!!
I owned several pairs of red ones also over a 10 year period, also, in part to stimulate communication about hearing loss, but hardly anyone one ever mentioned them! So much for hearing aids being a ‘stigma’…. now I’m very happy with Bose’s Hearphones which are quite obvious. Again, I welcome conversation about my wonderful hearing device, but rarely does anyone mention it. When they do, we end up having a very positive conversation that spreads the word about options for hearing assistance. I’m so happy to see the hearables market developing!
There will always be the need for real hearing aids, they may change shape and size. As we age our hearing loss gets worse. I have a severe hearing loss that is a combination of genetics and loud noise related. My loss isn’t the normal high frequencies loss of aging. Even most audiologist have had trouble trying to fit hearing aids to my needs. I have come to accept the fact that only the best of the best hearing aids work for my hearing loss. In the past many with my loss have given up, and I have even had several audiologist and other hearing professionals tell me my hearing loss can’t be aided. I have finally found a miracle worker that has proven them all wrong. Yes for many the so called OTC aids will be a big help, but don’t write off the rest of us, just because there is an easier fix for some.
Years ago, the “Bionic Woman” had enhanced hearing with everything inside. Nothing was visible from the outside. I want THAT. 🙂
“How should Hearing Aids look?” They should look like something you would be comfortable wearing. Otherwise, you wouldn’t. When I received my first hearing aids, I was in High School. It was the late 1960’s, and what kid wore BTE hearing aids back then? Just me! They came in a range of colors: beige, tan, flesh-tone, nude, or neutral. Earmolds were either clear or pink (both eventually mellowed to acquire a golden tone.) I never thought very much about how they looked because, well obviously, I couldn’t see them hidden behind my ears! But they did the best job possible given the state of technology. I didn’t mind that they looked like hearing aids because it signaled to (some) people to speak clearly or to be more patient. In my job, it often inspired parents and made me a model for their children that it was okay. Eventually, by the 21st Century, I was able to choose various colors for my HAs, even a transparent case that showed the inner electronics! My earmolds have been teal, blue, purple, multi-swirl, and interchangeable. I personally stay away from red, because it makes it appear that my ears are bleeding! Now, with my Hearing Implant, I have all kinds of color choices for the various sections of the casing. When I chose the first one, I thought that a combination of “Anthracite” and “Nordic Gray” sounded cool. Turns out “Anthracite” is basic black and the “Nordic Gray” is simply the old “Hearing Aid Beige”