About this site

What's The Matter is an independent publication launched in August 2024 by Matt Kendall that delves deep into the emerging world of alternative materials and feedstocks.

Our mission is to uncover the innovations, projects, and transformative ideas reshaping our materials economy.

When we have an exponentially growing linear materials economy, the consequences of our material choices are more pressing than ever. What's The Matter offers a critical exploration of the potential solutions on the horizon. We investigate where these solutions lie, the obstacles that hinder progress, and the systems change required to stay within our planetary boundaries.

Our content is designed to bridge the gap between industry experts and curious readers, offering insights into the novel materials and technologies poised to revolutionise how we consume and dispose of products and interact with our environment. From pioneering research to groundbreaking projects, we provide a comprehensive view of the forces driving sector-wide transformation.

If you subscribe today, you'll get full access to the website as well as email newsletters about new content when it's available. Your subscription makes this site possible, and allows What's The Matter to continue to exist.

Lets uncover what truly matters.

Access all areas

By signing up, you'll get access to the full archive of everything that's been published before and everything that's still to come. Your very own private library.

Fresh content, delivered

Stay up to date with new content sent straight to your inbox! No more worrying about whether you missed something because of a pesky algorithm or news feed.

Meet people like you

Join a community of other subscribers who share the same interests.

Start your own thing

Enjoying the experience? Get started for free and set up your very own subscription business using Ghost, the same platform that powers this website.