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GN Launches LISTEN TO THIS Global Partnership to Raise Awareness of Link Between Hearing Loss and Cognitive Health

GN's BrainWorks unit is uniting public and private organizations to raise awareness that hearing health is an important factor in good cognitive health and overall well-being.

Gn Listen To This Campaign 2

The launch of LISTEN TO THIS is an important milestone in helping to elevate the importance of hearing health as part of overall well-being, including cognitive health, says GN.

BALLERUP, DENMARK — Today marks the launch of LISTEN TO THIS, a global initiative aiming to ensure hearing health is recognized as an important factor in good cognitive health and overall well-being. In an unprecedented collaborative effort, GN, the global leader in intelligent hearing, audio, video and gaming solutions, is connecting leading public and private organizations through its innovation unit BrainWorks. The network, which includes UsAgainstAlzheimer's and the National Acoustics Laboratories (NAL), is the first coalition of its kind that spans across continents and sectors, uniting healthcare providers, researchers and patient advocacy groups with a common goal.

Globally, it’s estimated that more than 1.5 billion people experience some degree of hearing loss.1 And by 2050 this number is set to grow to 2.5 billion.1 Over 400 million people with hearing loss could benefit from using hearing devices.2 However, less than 20% of these needs are fulfilled2 — a reality that is impacting both the health of individuals and the health of society.

Despite a reasonable level of awareness around the social impact of hearing loss, there remains a surprising lack of awareness around the broader health implications. BrainWorks was established to explore the relationship between hearing and wider health, aiming to combine the best academic research with the latest in technological innovation. The launch of LISTEN TO THIS is an important milestone in helping to elevate the importance of hearing health as part of overall well-being, in particular cognitive health.

“The correlation between hearing loss and cognitive health is complex and spans multiple clinical domains and scientific disciplines,” says Scott Davis, Hearing Division President at GN. *"*Furthering knowledge and understanding will require continued focus on research and development through cross-disciplinary and innovative partnerships to drive awareness and education. This is the intent of the LISTEN TO THIS movement."

Scott Davis Gn

GN Hearing Division President Scott Davis.

LISTEN TO THIS includes an online central hub that allows both the public and professionals to access the latest research and educational content that connects hearing and cognitive health, all curated by experts in the field. It is designed to be an essential shared resource for anyone looking to deepen their understanding of these interconnected aspects of health and participate in innovative projects.

“Research continues to show an undeniable connection between hearing and cognitive health,” said George Vradenburg, Chair and Co-founder of UsAgainstAlzheimer’s. “Hearing loss can impact the social interactions which are so important for memory and other brain functions and performance. Hearing aids themselves are an important means of reducing the risk of cognitive decline. We’re proud to be part of a collaboration raising awareness of this connection and the need for leaders to make cognitive health a public priority.”

Each partner brings unique expertise and resources to the initiative, contributing to its multifaceted approach towards furthering understanding and awareness of the interconnectivity between hearing health and cognitive health.

“We are excited to join a diverse sector of partners to address this pressing health concern,” says Brent Edwards, Director of the NAL. " It is important that healthcare providers understand the consequences of hearing loss so they can advise their patients appropriately, and that the general public understands the impact hearing loss may have on their own and their loved-one’s cognitive function.”

Brent Edwards

National Laboratories Director Brent Edwards, PhD.

The future of the initiative will see further partners collaborating to expand the network and continue to build new resources and heighten awareness.

For more information or to get involved, please visit the LISTEN TO THIS website.


  1. World Health Organization (WHO). Deafness and hearing loss. February 2, 2024.
  2. World Health Organization (WHO). WHO issues guidance to improve access to hearing care in low- and middle-income settings. March 1, 2024.

Hearing Tracker has not reviewed the above statements for accuracy. Any views and opinions expressed in this press release are those of the author(s). No one at Hearing Tracker, in any way whatsoever, can be held responsible for your use of the information contained in or linked from this press release.