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Layoffs have hit American workers hard in 2025, particularly in the government and tech sectors. Already this year, well over a million jobs have been lost due to layoffsand unfortunately, it doesnt look like a cessation of job cuts is on the horizon. Reports say that beverage and snack giant PepsiCo is the latest major American company getting ready to announce layoffs. Heres what you need to know. Whats happened? On Monday, PepsiCo (Nasdaq: PEP) issued a memorandum about its intention to enhance shareholder value in 2026. In the memo, PepsiCo CEO Ramon Laguarta said that the planned initiatives were to accelerate organic revenue growth, deliver record productivity savings and improve core operating margin, starting in 2026. The initiatives include using a targeted approach on affordable price tiers for its products in various channels in order to stimulate sales growth, reducing operational costs, and using automation and digitalization to advance and accelerate our global productivity initiatives, according to the company. These initiatives are widely seen as a response to demands from activist investor Elliott Investment Management, which took around a $4 billion stake in the company earlier this year. Elliott Investment Management is known for aggressively pursuing cost reduction and operational efficiencies in the companies in which it invests. But the above initiatives are allegedly not the only changes PepsiCo is preparing for. The company is reportedly also set to announce job layoffs. PepsiCo reportedly will cut jobs in the U.S. and Canada Besides the operational changes announced in its memo, PepsiCo is also reportedly set to eliminate jobs, according to multiple reports. Fast Company has reached out to PepsiCo for comment on the reported layoffs. Bloomberg reported on Tuesday that the company instructed employees in some of its major North American offices to work from home this week. Those offices include locations in PepsiCos headquarters in Purchase, New York, as well as its offices in Chicago and Plano. Companies have increasingly required employees to work from home during weeks when layoffs are announced. Such mandates often make it easier on the company conducting the layoffs, as they soften the emotional toll the layoffs have on affected employees and those left behind. Layoffs can severely hurt employee morale, and so companies want to lessen the impact on the remaining workforceand their productivityin any way they can. At the time of this writing, no new layoffs have officially been announced by PepsiCo. However, as Bloomberg noted, recently, PepsiCo executives have spoken about right-sizing the workforce. (Right-sizing is a phrase companies have begun using in recent years to refer to layoffs.) In November, PepsiCo announced 500 layoffs after deciding to close two Frito-Lay facilities in Orlando, Florida, according to FoodDive. How has PepsiCo stock reacted to the news? PepsiCos stock price seems to have shrugged off the companys announcements about its plans to enhance shareholder value. Yesterday, PEP shares got a modest boost of less than 2%. And today in early morning trading, PEP shares are currently down about half a percent. Since the year began, PEP shares have lost about 4.5% of their value. Over the past twelve months, PepsiCos stock price is down about 8.9%. In October, PepsiCo reported its latest Q3 2025 results, which saw the company announce net revenue of $23.9 billion, an increase of about 2.6% year-over-year.
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Spotify has a knack for mining your listening data into something fun and sharable rather than weird and creepy for its annual “Wrapped” feature. This year, it outdid itself. The 2025 edition of Spotify Wrapped goes beyond just summarizing what you listened to with charts and infographics. This year, Spotify is also assigning each user a “Listening Age,” which is based on the release years of their favorite tracks compared to others in the same age group. The feature quickly went rival, as users recoiled at their seemingly geriatric (or juvenile) musical tastes. At the risk of reading too much into something that’s ultimately good fun, Wrapped’s expanding purview is a reminder of how the things you listen to can speak to who you are as person, which could end up being valuable data. Your Listening Age is mostly a silly diversion, but it could also be a kind of flex as Spotify expands its targeted advertising ambitions. Heading into 2026, Spotify is under pressure from shareholders to boost ad revenue. While 63% of monthly active users are on Spotify’s free, ad-supported plan, they only made up about 10% of revenues last quarter. Analysts such as Rich Greenfield have criticized the Spotify for disappointing ad revenue growth, and the company launched a programmatic ad exchange earlier this year to scale up its ad placements. The shift toward programmatic advertising, in which ads are bought and sold through automated systems, will entail granular targeting of users based on what Spotify knows about them. Spotify has long boasted to advertisers about being able to target ads based on users’ listening behaviors and interests, and says its programmatic ads will let advertisers “reach users based on moods, mindsets and moments.” This doesn’t exactly come across in Spotify’s user-level data. If you download a copy of it, you’ll find an “Inferences” section in which Spotify tries to guess some things about you, based on both your usage of the service and on data from advertisers, but some users have puzzled over how wildly inaccurate this data can be. For instance, it categorized one user as both Democrat and Republican, and another as simultaneously getting engaged and divorced. But this year’s Spotify Wrapped shows that there’s another level of analysis going on, one that might be a little more nuanced than just your likes and interests. As Spotify notes, your Listening Age is based not simply on when your most-played songs came out, but how those tastes compare to other people who are your actual age. It’s reminiscent of Wrapped 2023’s “Sound Town” feature, in which each user was given a city with which their musical tastes lined up. Users are starting to realize that this kind of analysis has value outside of Spotify. In February, a small group of them formed a collective called “Unwrapped” to pool and monetize their data. As reported by Ars Technica, roughly 10,000 users voted to sell aggregate artist preference data to an AI company for cryptocurrency worth about $5 per user. The group also hoped to tap into their data in other ways, for instance to identify emotional patterns in their listening habits. Spotify objected to users selling their own data via its APIs and warned Unwrapped’s developers to knock it off. The site now shows a message saying “This Service is No Longer Available.” Users who want to run their own analyses on Spotify’s data must manually download a copy of it instead. Should Spotify’s power of inference bother you at all? In the grand scheme of things, probably not. People are already pouring their hearts out to generative AI assistants that are likely to switch on their own hyper-targeted advertising businesses in the years ahead. The upshot is that the ads you see could be as much tied to your psychological state as they are to your interests or demographics. Spotify’s ability to target ads based on your mood might soon seem quaint by comparison. But don’t be surprised if future Wrapped features push things just a little further, beyond just how old you seem or what city you vibe with, but how excited, annoyed, anxious, carefree, or spontaneous you’ve been. As long as Spotify can package that psychology in a fun way, it’ll surely go viral again.
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In the English countryside, a new project has emerged from the landscapequite literally. Rammed Earth House, a residential estate by London-based Tuckey Design Studio, combines renovated brick buildings with new rammed earth structures, harnessing the clay soil of the very land it sits on. The material is already under your feet, and it doesnt come with all the carbon baggage that other [building] materials come with, says studio founder Jonathan Tuckey. As a building technique, rammed earthwhich combines clay soil with aggregate such as gravel into tightly compressed layerstraces back thousands of years. It was widely used in ancient China, but appears globally throughout history, including in the U.S. After the industrial revolution, and the innovations of steel, concrete, glass, and mass-produced bricks, the traditional method fell out of favor. Now, however, an increasing number of architects are looking to the material as a sustainable, place-rooted way to build amid a climate crisis that calls for dramatically reduced carbon emissions. Rammed Earth House [Photo: Jim Stephenson/courtesy Tuckey DesignStudio] It has this carbon credit locked into itthats a major head start against any other material, says Tuckey. Because rammed earth doesnt require high-temperature firing processes like bricks or concrete, and can use material from the building site itself (without need for transportation), its associated carbon emissions tend to be much lower. It can also harness material that might otherwise go to waste. At Rammed Earth House, the client wanted some run-down buildings on site to be demolishedbut rather than this rubble being wasted, Tuckey Design Studio used it as the aggregate for the rammed earth, recycling the old buildings into the new. Rammed Earth House [Photo: Jim Stephenson/courtesy Tuckey DesignStudio] Its an entirely circular material, says Tuckey of rammed earth. If you ever wanted to demolish it, it would just go back into the ground. If you wanted to repair it, you can just pick up the clay from the ground and bash it in simplyit will be restored immediately. Rammed Earth House [Photo: Jim Stephenson/courtesy Tuckey DesignStudio] Architects also praise rammed earths high thermal massinsulative properties that regulate a buildings indoor temperature. For U.S practice Lake Flato Architects, this was particularly helpful for a home in west Texas, Marfa Ranch. In the desert environment, temperatures vary greatly; using rammed earth meant the dwelling could be comfortable on the hottest days of the year, and also on the coldest, says practice partner Bob Harris. The material also connected the building to its landscape, using locally sourced earth. It felt really natural for us to build of that material, says Harris. Marfa Ranch [Photo: Casey Dunn/courtesy Lake Flato] The same was true for global practice Snhetta, which is using rammed earth for the upcoming Theodore Roosevelt Presidential Library in North Dakotas Badlands, integrating large internal walls made from the material. We were looking to create a building that is of the place, explains Aaron Dorf, director and architect at Snhetta. The surrounding landscape is defined by layers and layers of earth that you seeits profoundly beautiful. The material has a natural, textured and warm-hued appearance that can enhance an interior. Its a much more tactile public-facing material, says Dorf. Tuckey describes it as looking like some precious travertine stone. [Photo: Chad Ziemendorf/courtesy Snhetta] The expertise problem The material does come with challenges, howeverand resilience, labor, time, and location are primary issues. When you decide to use rammed earth, you come quite quickly to a fork in the road as to which route youre going to go down, and they are fundamentally different materials, says Tckey. These two versions, stabilized and unstabilized rammed earth, demand different features and have variable ecological credentials. [Photo: Chad Ziemendorf/courtesy Snhetta] Stabilized rammed earth has cement in the mix to make the material more robust and resilient, especially to water. Some sustainability experts have criticized this as having a similar negative ecological impact to concrete, which also uses cement (the carbon emissions from cement come during the heating of limestone to high temperatures). [Photo: Chad Ziemendorf/courtesy Snhetta] Lake Flato and Snhetta used stabilized rammed earth for durability, but the architects insist the proportion of cement used is very low. At Marfa Ranch, cement makes up approximately 6% of the material, explains Harris, which can be compared to an average of 10% to 15% in concrete. Unstabilized rammed earth does not include any cement, thus eliminating those associated carbon emissions and becoming a circular material, but it subsequently requires techniques to prevent erosion when exposed to the elements. Marfa Ranch [Photo: Casey Dunn/courtesy Lake Flato] Tuckey explains that using a base and topper of more waterproof materialin the case of Rammed Earth House, he used bricksprotects the rammed earth walls from water damage. Meanwhile, to protect from rain, he placed slim horizontal lines of trass lime rock that project away from the external surface, allowing rainwater to fall off. As long as you understand how the material is used, the challenges fall away, Tuckey says. But it is this in-depth knowledge of building with rammed earth that can be hard to find. It has become a lost form of construction, says Tuckey, who collaborated with Martin Rauch, a rammed earth expert from Austria. Expertise is a challenge, agrees Lake Flato partner Andrew Herdeg, who oversaw the practices Horizon House project in Nevada, which also used rammed earth. There, the architects brought in a consultant from northern California. The process can be a slow one, tooespecially for those new to the technique. The earth is compressed down within tightly confined formwork (wooden supporting structures that are removed at the end of the process); ramming it by hand is a grueling process, says Herdegthough it is possible to use pneumatic tampers. Its very labour intensive, agrees Harris. It takes quite a long time to construct [the] walls. Because of that labour, he adds, it can be costly. The architects estimate that compared to concrete, there is a roughly 12% cost uplift when building with rammed earth. Marfa Ranch [Photo: Casey Dunn/courtesy Lake Flato] Built for the right climate Perhaps most important is to use rammed earth in the locations and climates that make most sense. We wouldnt want to drive earth around the country, just to use it for the sake of it, says Tuckey, explaining that its best if the clay soil needed is found locally. Lake Flato advocates it as a dry climate response, says Herdeg; best in a context where theres low humidity and high diurnal swings. It really excels in those environments. Snhettas Dorf echoes the sentiment: You have to build it in the right location. And I think forcing it into the wrong climate isn’t going to work very well. Still, the architects seem to believe that when those right conditions align and the challenges are navigated, rammed earth has a positive impact across multiple aspects. We think of our work as a tool to connect people to place, to context, to the natural environment, says Herdeg. For him, rammed earth can reflect a literal mission of building responsibly, but also a philosophical mission, encouraging others to care about that responsibility. Lake Flato is currently planning an extension to Horizon House, and though contractors advocate poured concrete, Herdeg is keen to continue using rammed earth. The reality is you can do just a coloured concrete wall and it looks quite similar to rammed earth and costs significantly less, he says. But at the end of the day, the carbon footprint of the concrete is significantly higherand you don’t get that real material texture. Marfa Ranch [Photo: Casey Dunn/courtesy Lake Flato] Meanwhile, many are looking to intersect new technologies and engineering with the ancient building method to make it more practical or affordable to use. Tuckey cites one company that produces prefabricated timber frames infilled with rammed earth, and engineers in Australia recently developed modular blocks of rammed earth in cardboard cylinders. Inspired by using the material for Rammed Earth House, Tuckeys studio is now working on a project of terraced houses using prefabricated rammed earth blocks. The aim is to establish a factory near to the site in Gloucestershire, in southwest England, to make the prefabricated elements, using local construction waste as the aggregate in the rammed earth mixture. I think its about a reawakening, Tuckey says of the new era of rammed earth architecture, and of moving away from more carbon-intensive building materials. His hope is that when you look at a pile of brand-new bricks, you look at them not just with dollar signs in your mind, but also carbon signs.
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