Hearing loss is a common condition that affects adults and children. 1 in 3 people over the age of 60 have hearing loss. However, a growing number of young people (in their 30s and 40s) are suffering from hearing loss caused by excessive noise such as loud music, motorcycle engines and loud nightclubs. Yet, many people refuse to wear a hearing aid because it makes them look old.

In view of the stigma associated with hearing aids, manufacturers redesigned their products - targeted at the baby boomers - to look more hip and cool. New behind the ear hearing aids now come in various shapes and attractive colors. They are now smaller and hardly noticeable. When you do see them they often just look like an ordinary cell phone or Bluetooth ear piece.

Along with the newer sleek designs and colors of behind the ear hearing aids comes a new wave of technology. This advanced technology provides state of the art features, making behind the ear hearing aid a must have gadget that the baby boomers don't mind wearing.

Phonak and Oticon are two of the leading manufacturers who have revamped their behind the ear hearing aids to appeal to the baby boomer generation and first time users. Phonak's new Audeo Personal Communication Assistant (PCA) is a sleek new behind the ear hearing aid that comes in 15 attractive color choices. The state of the art features include Crystalsound, which is extended high-frequency amplification, and Digital SurroundZoom the best directional microphone system. The unique shape and award winning design gives behind the ear hearing aid a fresh look.

The Oticon Delta is designed for those who want high-tech features in a sleek, modern behind the ear hearing aid. The Delta uses Artificial Design (AI) which functions much like the human brain by automatically making thousands of minute adjustments to keep the sound perfect. It uses directional microphones to help reduce unwanted noise. It comes in a wide array of colors making it not only a great hearing aid device but also a cool one. The new Delta triangular shaped hearing aid was named one of the best inventions in personal electrics at the 2007 Consumer Electronic Show.

Behind the ear hearing aids require little fitting adjustment. So you can buy one "off the shelf" and then make the necessary amplification adjustments. There are numerous adjustments that can be made via easy connection to a computer by your hearing care professional.

The new behind the ear hearing aids are making a strong comeback in a market that is catering more and more to younger people with hearing loss. The state-of-the-art features, unique designs and colors certainly make behind the ear hearing aid a popular choice not only among the baby boomers, but also the older people. The new open fit hearing aids are certainly discovering a new place in the market.