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 hearing loss (655) - 65%
- 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.
