creating a new social norm for hearing care

Shaping attitudes

Attitudes to hearing have Five Key Drivers. By identifying those drivers and understanding where they come, we can target them to accelerate the modernisation of attitudes towards hearing care, on a personal and social level.

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Ability to Treat Reduced Hearing

Our ability to treat reduced hearing depends on the effectiveness of the treatment, the availability, scope and form of hearing care, and the perception by individuals and society of how relevant it is.

This section provides models to understand the effect of treatment on attitudes, explores the current state of hearing care in the UK and how its effect on attitudes, and proposes ways for ensuring the correct message is being sent out in order to modernise attitudes.

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Effect of An Untreated Reduction in Hearing

This section explains the effect on attitudes when reduced hearing is left untreated and how this leads to stereotypes that prevent people seeking timely treatment.

We propose practical ways in which these out-dated beliefs can be replaced with modernised attitudes conducive to people taking responsibility for their hearing.

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Respect for Our Sense of Hearing

Hearing is one of our primary senses, yet it's so tightly integrated into our daily experience that it's very easy to take it for granted.

To successfully modernise attitudes to hearing care, we must begin by inspiring an understanding and appreciation of what the sense of hearing does for us. Only then can it be respected enough by individuals and society to give it the attention it deserves.

This section explores what our hearing does for us and looks at ways of presenting this to wider society as a coherent and accessible message.

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The Language of Hearing Care

Language can have a powerful effect on attitudes towards something, through the associations a word/phrase has, the relevance of the word/phrase to an individual, and its scope of use. Hearing care is no exception – so we need to be aware of the effect our language has.

This section explores common words within hearing care and examines their effect on attitudes, and asks whether current vocabulary is a help or a hindrance to modernising attitudes to hearing care.

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The Five Drivers of Attitudes to Hearing Care

This section introduces the five key drivers of attitudes to hearing care. By understanding these underlying drivers and how they relate to one another it is possible to target them specifically and greatly accelerate the rate of attitude change within society.

In more practical terms, we can use them as tools to ask ourselves: what are currently doing or saying that is stopping attitudes from changing (i.e. are we inadvertently reinforcing old-fashioned, negative attitudes); and what should we be doing or saying that would make it easier for attitudes to change.

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