NEW research has revealed just how closely sound is linked to identity in Wales — but also raised concerns about declining hearing health across the country.

A study commissioned by Specsavers and fronted by broadcaster and drummer Owain Wyn Evans found that nearly half of adults in Wales have noticed changes in their hearing in recent years, yet many are failing to act.

Sound shapes Welsh identity

The research found that seven in ten people in Mid and West Wales (69%) say hearing a Welsh accent is what makes Wales feel most like home. Over half also pointed to the Welsh language (59%) and the sounds of the countryside (57%) as central to their sense of belonging.

Community events also play a key role, with 68% saying occasions such as Eisteddfodau and local fêtes bring people together through shared sound — more than those who cited singing at rugby or football matches (59%).

Overall, 65% of respondents said sound is an important part of their Welsh identity, with Welsh choirs (54%) and everyday language (53%) also featuring strongly. Around 40% said losing the ability to hear these sounds would make them feel less connected to Welsh culture.

Hearing issues on the rise

Despite this strong emotional connection to sound, the study highlights growing concerns around hearing health.

Some 45% of adults said they have noticed changes in their hearing in recent years. However, more than a quarter have taken no action.

Exposure to loud environments appears to be a key factor. Nearly three in ten people (29%) reported experiencing temporary muffled hearing or ringing in their ears after live music or gigs, while one in five (21%) said the same after visiting nightclubs.

Across Wales, 38% said they had experienced similar symptoms after live events, yet only 24% of those who noticed a decline in their hearing had a hearing check in the past two years. More than a quarter (28%) said they have taken no action and do not plan to.

Owain Wyn Evans shares personal experience

The findings are personal for Owain Wyn Evans, 42, who has experienced hearing changes himself.

The Ammanford-born broadcaster said: “I first noticed changes to my hearing about five years ago. I’ve been drumming since I was ten, often in very loud environments like rugby and social clubs, and over time I realised I was missing parts of conversations.

“It was a shock to be told there had been changes, but it made me take my hearing health seriously.

“Sound is such a huge part of who we are in Wales — from the countryside to the sea. Protecting our hearing means protecting those connections.”

Barriers to seeking help

Despite recognising the importance of hearing, one in three people (33%) admitted they have never taken steps to protect it. More than a third (38%) said they would feel more confident wearing glasses than using hearing devices.

For some, taking action has been life-changing. Cardiff-based former DJ Amal Luchmun, 56, said hearing loss had begun to affect everyday life.

“My hearing loss became a conversation killer,” he said. “I’d find myself guessing what people were saying and avoiding noisy environments because it was exhausting.

“Since getting a hearing device, the difference has been huge. I recently went to a Six Nations match and could hear everything clearly and chat easily with people around me.”

Experts urge early action

Annie Morris, head of clinical performance at Specsavers, said hearing changes often go unnoticed.

“Changes to our hearing usually happen gradually, and the brain adapts to missing sounds,” she said. “People often don’t realise how much they’re missing until it starts to affect conversations.

“On average, people wait around ten years before seeking help. While hearing loss can’t be reversed, acting early can slow further decline.”

She added that simple steps such as wearing ear protection in loud environments and booking regular hearing checks can make a significant difference.

Checks available across Wales

Specsavers stores across Wales offer hearing tests both in-store and through home visits for those unable to travel.

CABINET SECRETARY for Health and Social Care, Jeremy Miles MS, has outlined further steps to improve accountability, openness and transparency across NHS Wales.

In an update following his October statement, Mr Miles said new measures are already making health services more accountable to the public, while improving access to meaningful performance data.

For the first time, Welsh Government has held a full round of public accountability meetings with all NHS organisations. The sessions were live streamed, allowing the public to see health boards, trusts and special authorities being questioned on their plans, finances, performance, quality and safety. Recordings and follow-up correspondence have been published online, with supporting evidence packs set to follow.

Over the past year, more NHS performance data has been released than ever before. This includes the introduction of a new Emergency Ambulance Performance Framework, which moves beyond simple response times to provide a fuller picture of patient care — from the initial call through to clinical outcomes.

The broader dataset is designed to give both the public and clinicians clearer insight into how services are performing. For example, publishing survival rates following cardiac arrest is expected to help improve outcomes by turning previously hidden processes into measurable areas for improvement.

However, a review by the Ministerial Advisory Group on NHS Performance and Productivity found the current accountability system to be overly complex, data-heavy and lacking transparency, with limited impact on driving improvement.

In response, the Welsh Government will introduce a simplified operating and accountability framework from April. The new system will focus on outcomes rather than processes, with a stronger emphasis on clinical leadership, earlier intervention and clearer consequences where performance falls short.

The reforms will include a more streamlined, risk-based oversight model and a single, shared dataset for performance reporting. Contact with Welsh Government will vary depending on an organisation’s level of escalation, with greater autonomy for those performing well.

As part of the changes, escalation frameworks for all health boards have now been published online, setting out expectations for improvement and criteria for de-escalation. Cwm Taf Morgannwg and Hywel Dda university health boards were de-escalated in February after meeting cancer performance targets.

Mr Miles also highlighted ongoing work to improve NHS productivity, including plans to develop a more comprehensive measure of system-wide performance.

He said the Welsh Government remains committed to improving transparency and accountability, using better data and oversight to drive improvements in patient care.

RESIDENTS across Pembrokeshire can now back the campaign to protect services at Withybush Hospital by signing a paper petition available in council offices across the county.

The initiative has been introduced to ensure those who are digitally excluded – including older residents and people without reliable internet access – are still able to have their say.

The petition, originally launched online by local resident Ajay Owens, has already attracted more than 11,000 signatures. Campaigners say the introduction of paper copies will help ensure the final total reflects the views of the whole community.

SUPPORT GATHERS PACE

Local Senedd Members Paul Davies and Samuel Kurtz, who are supporting the campaign, said it was vital that every voice is heard.

The Preseli Pembrokeshire MS, PAUL DAVIES said: “We have taken significant steps to highlight the importance of protecting services at Withybush Hospital, including gathering evidence from staff, patients and residents, and raising concerns with health leaders. It is vital that people continue to share their experiences of why local services matter.”

SAMUEL KURTZ MS added: “The community has come together before to oppose cuts to Withybush, and once again the community are showing they will not accept the closure of services at Withybush lying down. We will stand beside them every step of the way until this decision is overturned.”

Both Members have formally requested that the petition be debated in the Senedd before its dissolution, in a bid to ensure Pembrokeshire residents’ concerns are considered at the highest level.

RURAL CARE CONCERNS

Campaigners argue that maintaining services at Withybush Hospital is critical for patient safety, timely emergency care, and supporting rural communities, where travel times to alternative hospitals can be significantly longer.

Residents wishing to sign the petition can do so at their local town or community council office during normal opening hours.

Ajay Owens said: “I am incredibly heartened by the support from our local town halls and businesses. This petition is about giving every resident in Pembrokeshire a voice, and having these physical locations available ensures that everyone, regardless of their access to the internet, can stand up for what matters to our community and share their concerns.”

WHERE TO SIGN

Paper copies of the petition are currently available at locations including Fishguard and Goodwick Town Hall, Haverfordwest Town Council at the Old Wool Market, Milford Haven Cemetery Lodge, Narberth Community Library, Newport Town Council, Pembroke Town Hall, Pembroke Dock Town Council, and across Saundersfoot via local distribution.

Opening times vary depending on location.