What is the issue?
Our hearing evolved around 5 million years ago to enable us to communicate with one another and to keep us safe.
Unfortunately, its evolution has not kept pace with the routine levels of recreational sound exposure (RSE) and noise we now routinely experience in our daily lives.
As a result many people in their 30s and 40s now have permanent avoidable hearing loss.
The World Health Organisation researched the risks of avoidable noise induced hearing loss and published report in 2015 which suggests that more than 1B people between 10 and 40 years old are at risk of avoidable hearing loss.
A recent update forecasts that 2.5B of us will be affected by 2050, which is 1 in 4 of the world’s population.