Signals

US – Material science lab Gob is revolutionising the earplug market with a mycelium-based alternative that promises to eliminate the environmental impact of traditional disposable earplugs.

With what it claims is the world’s first plastic-free, compostable earplug, Gob aims to tackle the staggering 40bn single-use earplugs produced annually, which could wrap around the Earth nearly 100 times if laid end to end. 

The company’s eco-friendly earplugs not only address plastic waste but also health concerns linked to conventional PVC foam earplugs, which can contain harmful chemicals. The earplugs are created in collaboration with Forager by Ecovative and utilise a mycelium foam that can generate 3m square feet of material per acre annually. 

Gob asserts that its AirMycelium foam provides superior acoustic dampening while ensuring sound clarity and comfort. Fully home-compostable at end of life, these earplugs break down into nutrient-rich soil, offering a stark contrast to their PVC counterparts. Pre-orders are now being accepted, with shipments set to begin in early 2025.  

In our Biofabricated Futures design direction report we analysed the regenerative processes, scalability and the commercial potential of biofabricated materials such as AirMycelium.

US – An October 2024 Axios Vibes survey by The Harris Poll reveals that nearly half of Gen Z voters (48%) in the US have lied about their voting preferences to close friends or family, reflecting an era of heightened political sensitivity. Millennials (38%), Gen Xers (17%) and Boomers and older (6%) also admit to lying. This trend isn’t an isolated one; about 23% of US voters across generations have also admitted to misleading others about their choices. 

John Gerzema, CEO of The Harris Poll, told Axios he has noticed a shift towards new privacy, where many, especially young people, avoid discussing their votes to avoid potential conflict. He describes this as ‘a new social etiquette’ in which staying neutral resembles being ‘like Switzerland’. 

This study shows this trend is particularly prominent among younger generations, who often prioritise personal and workplace harmony, even at the cost of truth in political conversations.

The research finds that younger opinionated Americans born with smartphones are likely to be more conflict-averse in real-life political interactions and daily settings such as work. It also indicates that over 58% of voters see their vote as private, a mindset increasingly relevant in today’s polarised political climate.

For more insights on young consumer behaviour, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.