A new Med-El survey of more than 1,000 US adults finds that nearly half believe public awareness of hearing loss is lacking — even as most respondents identify hearing as essential to communication, safety, and connection.

A nationwide survey conducted by Med-El, a global hearing implant manufacturer headquartered in Innsbruck, Austria, reveals a striking disconnect between how much Americans value their hearing and how little they believe the public understands hearing loss. The survey, fielded in March 2026 among 1,003 US adults, found that just 29% of respondents believe society knows enough about hearing loss, while 48% say awareness is insufficient and 24% are unsure.

The findings come as part of a broader international study spanning 10 countries and a total sample of 10,039 adults, conducted by Research Without Barriers on behalf of Med-El.

Communication and Safety Top the List

When asked why good hearing matters most in their daily lives, the majority of respondents pointed to connection and communication. More than 4 in 10 (41%) identified the ability to communicate and stay connected with others as the primary benefit of good hearing. Safety and awareness of surroundings ranked second at 21%, followed by hearing and engaging with loved ones at 16%.

Mental and emotional wellbeing (11%) and participation in social life (7%) were seen as relevant but less central, while music and entertainment were cited by just 4% of respondents.

Compared to global findings, Americans were notably more likely to associate hearing with personal safety and environmental awareness (21% vs 15% globally) — a trend that may carry clinical implications for hearing care professionals counseling patients on the real-world consequences of untreated hearing loss. Americans were also more likely than their global counterparts to report that societal awareness of hearing loss is insufficient (48% vs 41% globally).

Compared to global findings, Americans were notably more likely to associate hearing with personal safety and environmental awareness (21% vs 15% globally) — a trend that may carry clinical implications for hearing care professionals counseling patients on the real-world consequences of untreated hearing loss.

Age and Region Shape Perceptions

The survey data reveal meaningful variation across demographic groups. Respondents aged 25–34 were the most likely to value hearing for engaging with loved ones (21%), compared with 14% of those 55 and older. Older adults, in contrast, placed greater emphasis on the mental and emotional benefits of hearing, with 16% of respondents 55 and older citing wellbeing as the primary reason for good hearing, versus 8% of those aged 18–24.

The perception gap around hearing loss awareness widened with age. While 40% of respondents aged 18–24 said society lacks sufficient knowledge about hearing loss, that figure climbed to more than half (56%) among those 55 and older — the age group most likely to be directly affected by the condition.

Regional differences were also noted. Respondents in the South placed the greatest emphasis on communication (44%), while those in the Northeast most frequently cited safety and surroundings (23%). Midwestern respondents were most likely to highlight connecting with loved ones as a key reason for good hearing (20% vs 16% nationally).

A Knowledge Gap With Real-World Consequences

Hearing loss is frequently invisible to those around the person experiencing it, and the survey results suggest the broader public remains underprepared to recognize or respond to it. According to the World Health Organization (WHO), more than 430 million people worldwide currently live with disabling hearing loss — a figure that could approach 700 million by 2050.

“People clearly understand how important hearing is for everyday life,” says Dr Patrick D’Haese, corporate director of awareness and public affairs at Med-El, in a release. “At the same time, awareness of hearing loss remains limited. Closing this gap is key to ensuring that people can continue to fully participate in everyday life.”

The company is encouraging proactive hearing health behaviors, including regular hearing checks and use of online hearing screening tools. The survey findings add to a growing body of consumer and patient research highlighting the persistent gap between hearing loss prevalence and public understanding — a gap that hearing care professionals are well positioned to help address through patient education and community outreach.

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