Hearing loss is the third most common chronic condition experienced by adults ages 65 and older.  It is known to contribute to problems such as social isolation, and depression. It would affect an older person’s ability to enjoy many of the recommended activities that are recommended to keep them engaged in their community.  It is closely associated with many other chronic conditions.  For example, persons with diabetes are twice as likely to have sensorineural hearing loss.   More recent studies have shown an alarming association between hearing loss and dementia, and this research cannot be ignored.  There are a number of reasons that hearing loss is not taken seriously, and they include the invisible nature of the condition, the lack of accessible testing, the affordability of treatment and stigma.  This seminar will include a review of the studies supporting the above-mentioned research, an audio simulation of hearing loss to demonstrate its impact on speech, discussion of practical treatment options (including communication strategies for families, caregivers and professionals), and examples of innovation in hearing healthcare that are reaching a larger audience of persons with hearing loss.