It's not that they aren't listening, they can't hear...

'“Millions of baby boomers hear sounds but do not comprehend words or phrases. They read lips to fill in the blanks” according to Randy Wohlers, President of baby boomer hearing aid solutions company, HearPod Inc. “At least 85 percent of the patients we fit for hearing aids have lost some of their ability to process sounds into words. This is because almost 80 percent of baby boomers who need hearing aids refuse to get help until it is too late. They are afraid that wearing an aid will signal old age, and are unwilling to pay thousands of dollars for high quality hearing aids.”' "Baby Boomers Are Trading In Their iPods For HearPods" The Mature Market.com