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Copenhagen — May 13th 2026LISTEN TO THIS, a global hearing-health awareness initiative co-founded by GN, a global leader in hearing, audio, video and gaming solutions, is launching a series of educational initiatives, in collaboration with AARP, the largest advocacy organization for people aged 50 and over in the United States. The initiative addresses the critical importance of hearing health and its profound impact on brain health, as a cornerstone of healthy aging. The launch on 13 May 2026 will include free public content found on: ListenToThis.com and expert-led programming designed to support informed conversations about hearing health, aging, and brain health.
A new collaboration
AARP joins an internationally renowned roster of collaborators spanning continents and sectors, including The Center for Digital Health at Stanford Medicine, and UsAgainstAlzheimer's in the US; GN, the Copenhagen Hearing and Balance Centre (CHBC), and the Danish Dementia Research Centre in Denmark; and National Acoustic Laboratories (NAL), founded by the Australian government’s Department of Health. Together, these experts are working to elevate hearing health as critical, and often overlooked, factor in healthy aging, brain health, and overall wellbeing.
This new collaboration brings together the broad expertise and research contributed by the partners in LISTEN TO THIS with AARP’s unparalleled reach, credibility, and deep connection to older adults and their families. Through free education, content, and public-facing initiatives, the collaboration aims to help more people understand why hearing health matters – and why paying attention earlier to signs of hearing loss can make a meaningful difference over time.
“Improving hearing health awareness is not just about hearing: it’s about how people think, connect, and age”
says Juan Rodriguez, AARP’s Vice President of Policy & Brain Health.
“We know that hearing health intersects with brain health, chronic disease, and overall wellbeing. Becoming a part of LISTEN TO THIS allows us to bring credible, evidence-based information to people in ways that are accessible, relevant, and grounded in real life.”
Despite growing evidence linking hearing health to cognitive health, social connection, and quality of life, hearing loss remains widely under-recognized and under-addressed. LISTEN TO THIS was created to close that gap by translating complex research into clear, practical guidance people can use in everyday life. The collaboration with AARP marks a significant step in bringing that guidance to a broader U.S. audience and is designed to put people – not products – at the center of the conversation. The collaboration will focus on increasing awareness, reducing stigma, and helping individuals recognize hearing health as an essential part of long-term health.
About LISTEN TO THIS
LISTEN TO THIS is a partnership-driven global movement to promote hearing-health awareness, developed in collaboration with leading scientists, clinicians, and public-health experts. The platform brings together research, lived experience, and practical guidance to help people understand the role hearing plays in how we think, connect, and age – and why earlier awareness matters.
About AARP
AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the 125 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also produces the nation's largest-circulation publications: AARP The Magazine and theAARP Bulletin.
To learn more, visit aarp.org, aarp.org/espanol or follow @AARP, @AARPLatino and @AARPadvocates on social media.
About GN
GN brings people closer through our leading intelligent hearing, audio, video, and gaming solutions. Inspired by people and driven by innovation, we deliver technologies that enhance the senses of hearing and sight. We help people with hearing loss overcome real-life challenges, improve communication and collaboration for businesses, and provide great experiences for audio and gaming enthusiasts.