Copyright forbes
A young woman standing outside and putting her earpods in to listen to music through her cellphone The future of hearing technology is here, but it is not always what we expect. Not long ago, I was sitting in a noisy restaurant, trying to enjoy dinner with friends. My hearing aids worked hard, filtering voices, suppressing background noise, and adjusting my settings automatically. On paper, it was an impressive display of technology. Yet despite all of that processing power, the experience was far from optimal. I spent more time straining and fiddling than enjoying the conversation. That moment reminded me of a bigger question: Is hearing technology truly working in our favor, or is it quietly working against us? We are living in an extraordinary era of hearing and communication technology. I use ReSound Vivia hearing aids, that utilizes some of the more advanced features available today, capable of precision fitting, seamless streaming, and direct connection to Auracast-equipped environments. At the same time, the hearing industry more broadly is racing ahead with innovations such as AI-driven sound processing. These trends are reshaping how we think about hearing. But they also raise the same question I confronted at that dinner table: are these technologies making my auditory world easier, or more complicated? Lessons From Years of Hearing Technology Through decades of living with hearing aids, working in technology, and advocating for accessibility, I have learned several truths shaping my thoughts about hearing: Technology should disappear. The best solutions fade into the background so we can focus on one another. If you notice the device more than the person, something is wrong. Design is a discipline. Adding features or making devices smaller does not always solve problems. Stripping away the unnecessary is often the more complex, but more important, work. People buy experiences, not specs. No one asks about 32 channels of noise reduction. They asked if they would be able to hear the airport gate announcement clearly amidst all the noise. Accessibility drives innovation. When you design for the most often excluded, you create solutions that improve life for everyone. These are lessons I return to whenever I evaluate new technology. They remind me that progress is not defined by how much we add, but by how much simpler and more human life becomes. Having the newest or most advanced device is not always necessary or beneficial. MORE FOR YOU Delight, Consequences, and Surprises There is absolute delight. Today’s prescriptive hearing aids can do things that once felt unimaginable: stream calls directly, connect seamlessly to a television, or, with Auracast, tap into a shared Bluetooth audio standard. When the technology works, it provides moments of clarity that make life easier and more connected. But there are also unintended consequences. Too often, hearing technology promises clarity yet delivers complexity. I have been in conference rooms where I spend half the meeting adjusting my hearing aids while the discussions move on. In noisy public settings, innovative features can amplify the wrong sounds or introduce new distractions. The gap between promise and reality leaves me and many fatigued, regardless of their hearing ability. And then there are surprises. Students use captions in classrooms to strengthen comprehension. Travelers rely on information boards in airports when announcements are garbled. AirPods, designed as consumer headphones, have become wellness tools for millions. Auracast, introduced as an accessibility feature, can transform how entire venues deliver sound. These examples remind us that hearing is not just about ears. It is about noise, sound, and hearing working together. Technology should support that interplay, not overwhelm it. The Question I Am Asked the Most I am often asked: Which hearing aid should I get? It is never a simple question. There are numerous models, including new over-the-counter options, each promising more intelligent algorithms, more precise sound, or seamless connectivity. But people really want to know which device will make their auditory world and life easier? And that answer goes beyond hearing aids. It is about how we manage noise, sound, and hearing, sometimes separately, sometimes together. The best technology quiets the overwhelming, amplifies the meaningful, and balances the rest. My answer is this: choose the option that reduces the struggle of managing your hearing. The one that supports your ability to hear and engage without demanding constant attention. The one that makes your auditory world easier. Why This Matters to Business and Leadership For leaders and decision-makers, this is not just a consumer question. It is a strategic one. Noise, sound, and hearing shape performance, customer experience, and brand trust. In the workplace. Office noise has been shown to cut productivity by more than half. The impact on employees with hearing difficulties is even greater, often leading to fatigue and disengagement. Designing workplaces with auditory intelligence, including quiet zones, thoughtful acoustics, and sound-aware policies, is not a perk. It is a performance strategy for everyone, not just those with hearing loss. In retail and hospitality. Shoppers spend less time in noisy stores, and guests avoid restaurants where they cannot comfortably converse. In one study of restaurants in New York, more than 70 percent of patrons reported leaving or avoiding venues because of excessive noise. Sound is not background. It is part of the customer experience. Companies that manage sound with intention improve sales, loyalty, and satisfaction. Miscommunication is costly in healthcare. Hospitals and clinics have found that poor auditory environments increase stress and errors. Improving auditory design is not only about comfort. It is about safety, efficiency, and patient trust. For brands. The way a company manages sound communicates as much as its logo. Campaigns spotlighting human connection succeed because they frame accessibility and hearing as universal. Brands that ignore the auditory dimension risk being left behind. The larger lesson is this: more choice is not always progress. Whether in hearing technology, workplaces, or customer experiences, leaders must ask whether their innovations make life easier or simply more complicated. The Way Forward The next chapter of hearing technology, and technology more broadly, should not be about piling on more options. It must be about clarity. About fewer, but better. About tools that make the auditory world easier by helping us manage noise, sound, and hearing, in parts or in sum. Progress should not be measured by how many new features are launched, but by how much simpler life feels. Not by how many signals machines process, but by how much more present we can be with one another. Because in the end, the question is not just about hearing technology. It is about all technology. Is it working for us, or against us? Key Takeaways For leaders and innovators, three guiding questions should frame the future of hearing and communication technology: Does this make life easier? If it complicates, it fails. Is it fewer, but better? Simplicity outlasts abundance. Is it working in favor of people, or against them? That is the actual test of progress. Every innovator should ask these questions before launching their following product or service. Editorial StandardsReprints & Permissions
