Hidden Hearing General Manager Duncan Graham believes retail has always been, and will remain, a people focused business.
“I’ve always regarded it as a people business,” he says.
With more than three decades of retail leadership experience, he has seen the sector evolve from simple in store transactions to today’s connected physical and digital journeys. Now leading Hidden Hearing in Ireland, he is applying that experience to one of the country’s most important health challenges, hearing loss.
Throughout his career, Duncan has worked with well-known retailers including Brown Thomas, Marks and Spencer, and Specsavers, where he served as a retail director across multiple markets. His move into hearing care marked a transition into what he describes as medical retail, where professional healthcare expertise meets high quality customer service.
He highlights that the people working in hearing care are driven by a genuine desire to help others. Across Ireland, Hidden Hearing audiologists focus on delivering life changing hearing solutions that help people stay connected to family, friends and everyday life.
“The people that work in this field are very much people who want to care for others,” Duncan notes.
While the growth of digital channels has transformed shopping habits, Duncan believes reports of the decline of physical retail have been overstated. Customers continue to value in person experiences, particularly when it comes to healthcare. For hearing care, accessible clinic locations, familiar environments and personal support remain essential, especially for older adults.
Hearing loss is a growing issue in Ireland. It’s estimated that 50% of those over 70 in Ireland are expected to experience some degree of hearing loss. At the same time, younger generations face increasing risk due to prolonged exposure to loud sound through personal audio devices.
Advances in hearing aid technology are helping to meet this demand. Modern devices are smaller, more discreet and more intelligent than ever, with features such as rechargeable batteries, wireless connectivity and sound processing designed to make conversations clearer in everyday environments.
“The technological developments are enormous. It’s incredible, especially using AI,” he says.
Despite these innovations, many people delay seeking help. On average, individuals wait several years after first noticing signs of hearing loss before taking action.
“On average, it takes between five and seven years for somebody that started to experience hearing loss to actually do something about it,” Duncan explains.
Untreated hearing loss can lead to withdrawal from social situations and reduced quality of life. Early support can make a meaningful difference.
Hidden Hearing is working to break down barriers through education, community outreach and accessible hearing checks, helping people understand that hearing care is a positive step towards staying active and engaged.
Duncan’s guiding principle remains simple. Understanding people, listening to their needs and delivering care with empathy is at the heart of both retail and hearing healthcare.
If you would like to learn more about Duncan's journey from retail to hearing care and his unique insights on Ireland's hearing health, you can listen to the full 30-minute podcast here.
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