With the omnipresence of immersive audio the loudness agenda has been pushed out of the spotlight. While there are important areas (like TV) where the introduction has been a resounding success with a complete paradigm shift, others have not yet fully embraced the "auditory cease fire" (Radio) or even searched for ways to counteract loudness normalisation or still gain a loudness advantage (pop music). In this workshop, two veterans of the EBU loudness group PLOUD will elaborate on potential meta-reasons for the resistance in the latter areas as well as survey recent developments and challenges.
