Local people taking action on their hearing health earlier than ever

A Bourne branch of Scrivens Opticians & Hearing Care is supporting Dementia Action Week (18–24 May 2026) with a new awareness initiative, Hear Today, Think Tomorrow, in aid of its chosen charity, Alzheimer's Society.

The campaign is backed by a decade of customer data showing a significant shift in when people are choosing to address their hearing health – with younger people now seeking care in record numbers.  The aim is to promote mental wellbeing through better hearing.

Over a 10 year period the data shows the number of younger people seeking hearing care at Scrivens has grown dramatically – with under 40s up six-fold, 40-59 year olds up more than 3.5 times and even those aged 60-69 up nearly four times since 2015.

The upward trend reflects the breakdown of stigma around hearing loss over the past decade, which has also seen more accessible hearing care and people increasingly proactive about their hearing health.  Awareness of the broader wellbeing benefits of good hearing – supporting mental sharpness, reducing brain fatigue and maintaining social connections – is also growing.

Scrivens professional services audiologist, Roger Esson, said: “This data tells us something really positive; people are no longer waiting until hearing loss significantly impacts their daily life before seeking help.  They're recognising earlier that good hearing supports their overall mental wellbeing and quality of life.  Our ‘Hear Today, Think Tomorrow’ campaign builds on this momentum, encouraging people to think about their hearing as part of their long-term brain health.”

Scrivens – which has a branch on West Street, Bourne – has partnered with Alzheimer's Society to coach branch teams as Dementia Friends, demonstrating the company's commitment to supporting customers’ mental wellbeing holistically.

Sarabjoyt Kaur Minhas, Alzheimer’s Society Regional Fundraiser, said: “We’re delighted that Scrivens has been supporting Alzheimer’s Society since 2015 and that its staff are becoming Dementia Friends.

“Alzheimer's Society’s Dementia Friends initiative aims to change the way people think, act and talk about dementia.  By attending an information session Scrivens staff will have a better understanding of dementia and be inspired to make a difference for people affected in their communities.”

The link between hearing health and mental wellbeing makes acting sooner rather than later all the more important.  Unlike some conditions, hearing loss has no cure, but it can be effectively managed with hearing aids.  Evidence suggests that the sooner action is taken, the better the outcomes, both for hearing itself and for the wider cognitive benefits that come with it.

For those unsure where to start, Scrivens has developed a Hear for You – Hearing hub, featuring an online hearing test, as an accessible first step to maintaining hearing and brain health. 

Scrivens Opticians & Hearing Care is a family run business that was established over 85 years ago in 1938. It has 166 high street stores in towns and cities across England and Wales, with 1,000 employees.