I used to work in a noisy open plan office with multiple people around me on the same calls, it was very difficult to ignore 3/4 of a conversation so I started listen to a thunderstorm with heavy rain to block the noise/voices as white noise did nothing for me. Now that I work from home in an office on my own I still use the thunderstorm when I need to concentrate on one thing for a few hours. I think I've done some version of Pavlov's dog on myself.