Summer is peak music festival season, and it’s estimated that nearly half (49%) of concert-goers do not wear ear protection.1 This year’s concert season is expected to break records, with 95 million tickets already sold this year.2 In fact, eight out of ten surveyed respondents say they plan to attend either the same number of events or more this year, compared to 2024.3 That’s a lot of ears being exposed to potential hearing damage!
Despite misconceptions that hearing loss only affects older adults, according to Synchrony research, audiologists are reporting more young adults (18-29 years of age) with hearing impairments, often not seeing them until their hearing is already impaired.4
Gen-Z, for example, more readily spends money on concerts and festivals than older adults. 5 However, increasing incidences of hearing impairments among these individuals shows us they might not be dedicating the same funds to protect their hearing at these events.
Now is an essential time to raise awareness about safe listening and share resources that could help younger generations head into concerts, festivals, and shows feeling well-informed. Many of them may be unaware of the severity of their hearing loss symptoms, what safe listening practices are or how to take preventive and proactive measures to protect their hearing health.
Trending Generational Habits Amidst Rising Costs
Like many of us, Gen-Z sees live events as an opportunity for a unique or immersive experience with fear of missing out (FOMO) driving many of them to exceed their spending limit.6 According to a 2024 survey from Merge, “The Event Effect: Gen Z Spending Behaviors,” nearly 86% of surveyed Gen-Z respondents said they overspend on events, with only 14% managing to stick within their budgets.6
On the flipside, while Gen-Z is comfortable overspending in some areas, they’re almost detrimentally avoidant to spending in others.
According to Synchrony’s “Lifetime of Healthcare Costs Research” study, nearly half (47%) of all Gen-Z respondents said they would consider delaying non-urgent medical care for an expense under $1,000. 7 Concerningly, while 70% of surveyed consumers say hearing is a priority and are willing to change their behaviors to protect it, fewer than 10% visited an audiologist in the past year.4
This means that healthcare costs are continuing to influence how people seek care.7 As more audiologists and hearing care professionals begin to see younger patients with hearing loss,4 it is important to explore solutions that make hearing care accessible and affordable for Gen Z’s budget and lifestyle.
How Financial Solutions Can Help
It is important for providers to keep lifestyle trends like the rise of concert attendance in mind when engaging patients around preventive care, especially as it relates to the cost of care. Navigating the payment landscape can be complex, but there are options – and providers and administrative teams play a crucial role in these conversations, serving as a main source of information for patients.
According to Synchrony’s 2023 “Healthcare Journey Research Consumers and Providers,” many providers (59%) report that offering alternative financing solutions is critical for their patients8 Identifying solutions that meet the unique needs of a broad range of people is a vital first step in prioritizing hearing health.
In fact, 76% of surveyed consumers would pursue additional medical services if they had ways to pay for it, and 86% of surveyed providers state that out-of-pocket costs are a major concern among their patients.8 The barriers to care presented by out-of-pocket healthcare costs and overall expenses are apparent and patients may not be aware of the solutions that do exist to support their pursuit of care.8
A variety of financial options are available to help manage the cost of audiology care. Consumers can take the first step by exploring their coverage options through health insurance, Flexible Spending Accounts (FSAs), Health Savings Accounts (HSAs), and third-party financing to find the solution that best fits their needs. With availability at more than 11,000 audiology and hearing practices across the country, CareCredit can be a valuable financing tool for managing costs that insurance doesn’t cover, in a way that fits patients’ lifestyles. CareCredit integrates into providers’ practice management software, to provide credit access to consumers at moments that matter.
Their technology-enabled solution also leverages multi-source financing to enable seamless credit access to qualified patients. Additionally, CareCredit’s Fair Financing Principles webpage is a helpful resource to help everyone navigate healthcare costs.
No matter what stage of life a person is in or the season of the year, hearing health is an important piece of overall health. This summer, as providers navigate preventive care conversations with their patients, providing clear financial support is crucial to tackle barriers head-on.
Happy listening, everyone!
About the Author
Amar Malik is the General Manager for Audiology and Vision Markets at Synchrony, overseeing Allegro and PayMonthly loans as well as the CareCredit credit card. With nearly seven years in this role, he brings deep expertise in sales, retail, and loyalty marketing to support the growth of over 30,000 providers, always prioritizing provider and patient experience.
Previously, Amar held marketing and leadership roles at Sears Holdings, including Director of Marketing and Strategy for one of the nation’s largest loyalty programs, and senior positions within Sears Automotive.
He holds an MBA from Northwestern’s Kellogg School of Management and an undergraduate business degree from Indiana University. Amar lives in Chicago with his wife and two sons, and enjoys traveling, sports, and making the most of Chicago’s summers.
References:
- “49% Of Concert Attendees Don’t Wear Ear Protection at Music Festivals, Poll Finds.” EDM.com. June, 2023. Retrieved from: https://edm.com/lifestyle/ear-protection-music-festivals-poll
- “Live Nation Says It Is on Track for Record Summer Concert Season.” The Wall Street Journal, 2025. Retrieved from: https://www.wsj.com/business/media/live-nation-lyv-q1-earnings-report-stock-2025-2e21858f.
- “TRNDS 2025.” Eventbrite, 2025. Retrieved from: https://www.eventbrite.com/l/event-trends/.
- “How Cost and Limited Awareness Impact Hearing Care Across Generations.” Synchrony. May, 2024. Retrieved from: https://www.carecredit.com/sites/cc/pdf/Synchrony_CareCredit_Audiology_Infographic.pdf.
- “Concert Ticket Prices Are Soaring, and Busting Gen Z’s Budgets.” The New York Times. March, 2025. Retrieved from: https://www.nytimes.com/2025/03/05/business/gen-z-concert-tickets-taylor-swift-beyonce.html.
- “The Event Effect: Gen Z Spending Behaviors.” Merge. July, 2024. Retrieved from: https://mergeworld.com/verticals/retail/genz-survey.
- “Lifetime of Healthcare Costs Research.” Synchrony 2022. Retrieved from: https://www.carecredit.com/sites/pc/pdf/lifetime-of-healthcare-costs.pdf?msockid=1eae37ff700267f52592236471b5665a.
- “Healthcare Journey Research Consumers and Providers.” Synchrony, 2023.
