Jeremy Gutsche
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 Phonak 'Audeo' Targets The Young Hearing aids used to be for old people. However, Phonak Audio has launched into the scene with a line of colorful high performance hearing aids that seem cool. The marketing materials are hip and fresh, and the product is clearly targeted towards a younger demographic. One of the largest segments for hearing aids is 50-65 year olds with mild to moderate hearing loss. The problem is that 50-65 year old people feel young. As a result, purchasing a hearing aid would be otherwise embarrassing, and the segment is the least tapped in the industry. That’s where Phonak’s colorful line comes into play.  On one hand, the shift towards making hearing aids cool seems misguided since they aren't which isn't to imply there's something uncool about a person who wears them but they are what they are. It's as simple as that. Some things don't need the Dolce and Gabbana treatment. On the other hand, with the aging of baby boomers who, as a group, still don't want to admit they've become responsible adults, this hippication of the device makes perfect sense. It plays directly into the notion many 50 year olds still think they're still cool enough to regularly hang out with 25 year olds. It's all about youth, baby. Wisdom is for losers. And the lowly hearing aid makers are along for the ride.
(adrants)References: phonak, adrants Comment: on Hearing Aids Made Cool |
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