In 2003, Energizer embarked on a national campaign titled Energizer EZ Change "It's Hip to H.E.A.R." to understand issues and demographics related to "baby boomers," hearing, and hearing loss. Another goal was to better understand how to protect "boomers" from hearing loss secondary to noise exposure.
Energizer engaged Pragmatic Research, Inc. (PRI) of St. Louis, Missouri. PRI conducted a survey of 1,010 respondents for Energizer EZ Change.
The survey consisted of 28 open-ended and closed-ended questions, fielded through the use of a CATI (Computer Aided Telephone Interviewing) system from September 15, 2003 through October 19, 2003. Respondents were screened to ensure they were between 39 and 57 years of age, as is the traditional definition of the "Baby Boomer" generation (those born between 1946 and 1964).
Respondents were classified into three categories:
- Those without
- Those with suspected hearing loss, not diagnosed (215) - 21%
- Those diagnosed with hearing loss (140) - 14%
Key findings of the study are presented below:
Only one percent of the baby boomers ranked hearing loss as a health concern. Not surprisingly, cancer is mentioned most often as a medical or health concern - by 71% of the respondents, heart disease was mentioned by 31 percent, and diabetes was mentioned third, by 15 percent.
| Medical or Health Condition | Ranked Concerns |
| Cancer - all forms combined (includes 14% for breast cancer) | 71% |
| Heart disease | 31% |
| Diabetes | 15% |
| High or low blood pressure | 8% |
| Alzheimer's | 5% |
| Arthritis | 5% |
| Hearing loss | 1% |
| None / Not worried about anything | 17% |
Almost half (45%) of all respondents said they were not at all concerned about hearing loss.
| Level of Concern | Response % |
| Not at all worried about hearing loss | 45% |
| Only slightly worried | 28% |
| Somewhat worrie | 20% |
| Extremely worried about hearing loss | 8% |
Thirty-five percent of the Boomers said they had experienced 'some' hearing loss, although the majority have not had their hearing tested. Additionally, nearly three-quarters (73%) of all respondents say they have never seen a doctor or hearing specialist primarily to get their hearing tested and two-thirds (65%) of all respondents say they did not have their hearing tested the last time they had a routine medical checkup on physical examination.
Among respondents with hearing loss, only 6% reported wearing hearing aids. Over half (57%) of the respondents said they don't wear hearing aids because they don't feel they need it yet, or they don't need it all the time.
| Response Category | Response% |
| Don't need it yet | 48% |
| Can't afford a hearing aid | 13% |
| A hearing aid won't help | 11% |
| Don't need it all the time (slight need) | 9% |
| Need it but waiting (postponing) | 8% |
| Don't know/refused | 5% |
Over two-thirds of the Boomers were unaware that common everyday noises such as street traffic and hair dryers can cause hearing damage. Noises with an 85 decibel loudness level, or more, can cause hearing damage. Respondents were asked which of the following everyday noises can cause hearing damage.
| Activity | Decibel level | % who said activity causes damage |
| Rock Concerts | 130 dB | 96% |
| Power Tools | 110 dB | 87% |
| Headphones/music | 110 dB | 75% |
| Mowing the Lawn | 107 dB | 62% |
| Street Traffic | 85 dB | 36% |
| Hair Dryer | 90 dB | 33% |
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