Almost 30 years ago, an Army friend convinced me to try a pair of earplugs while riding.
He was a mechanic that dealt with turbine engines a lot and hearing protection was an absolute necessity for him.
Ken had read about a study where continuous exposure to loud noises could not only damage your hearing permanently in the long run, but also lead to fatigue in the short term.
At his urging, I put in the earplugs and rode for about 20 minutes.
"Now take them out and ride a bit more." was his instruction.
I stopped almost immediately and put them back in.
The difference was impressive!
Around town with lots of stop/go riding? I don't bother to plug up.
Anything longer than a few minutes steady rolling, though and I'm looking for the set I stuck in a pocket somewhere.
What brand is up to you and it is a choice of comfort, cost, etc.
Me? I like inexpensive Flents brand foam plugs.
They have a 33db noise reduction (about as good as it gets for over the counter plugs) and can be bought in quantity for a decent savings.
If you lose a pair? It's no big $ deal.
One of the most convenient places to buy them is good ole' Walmart! I get the 40 pair container and change them out every other ride or so.
I can still hear some sounds when I ride, but wind noise with a HJC full faced helmet and no windshield is almost non-existent.