AN optician in Newquay has launched a new awareness initiative to encourage people to take proactive steps toward their hearing health to support long-term brain health and quality of life.

Scrivens in East Street has started Hear Today, Think Tomorrow campaign to support its chosen charity The Alzheimer’s Society as part of Dementia Action Week between May 18 and 24.

Scrivens has partnered with Alzheimer's Society to coach branch teams as Dementia Friends, demonstrating the company's commitment to supporting customers’ mental wellbeing holistically.

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 to 59 year olds up more than 3.5 times and even those aged 60 to 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.”

Sarabjoyt Kaur Minhas, Alzheimer’s Society regional fundraiser, said: “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.”