I suspect the main reason the new-to-Gold players aren't using equipment items is, they feel it's a waste. They're finding mostly games with other newbies and when they all die on wave 2, they waste the equipment.
I've noticed a lot of Silver matches seem to have gone down too. I play Silver, it's where I'm comfortable, but yesterday and the day before I kept finding matches that were just awful. Today for example, I was playing a game as a Geth Scanner Smashdept. One person kept running off to solo the other end of the map and dying, and I was the only one trying to help them.
On the couple of occasions I died (Stupid Pyros,) it was crazy. Nobody would help anybody. I died literally at the feet of a Juggernaut and a human engineer. They'd gotten pushed back into one corner of the map by swarms of Geth Bombers and Hunters during an assassination wave. The other guy ran off and died, leaving us three. I was going out and hunting the targets and the other two were just camping. Well I killed all four targets and turned around and came back to them to keep Smashing things, and I got downed.
I would have bled out standing literally at the feet of both remaining teammates. The Juggernaut just kept dropping his shield and meleeing things. There was no way he could have missed 'Press X', I was that close.
And none of them would gel or even press X to slow their deaths, they bled out seconds after dying each time.
And on the couple of occasions I tried Gold on my Juggernaut... Ohohohoho NO. That was so awful it was traumatizing. I mean I know I wasn't going a good job, I suck at Gold. But these guys sucked worse than me, and when Cerberus backed us into a corner of the map... Three of us went down, one of us would revive another, then die. They'd revive another, then die. They've revive another, then die. And then the Engineers set up two Turrets overlooking our pile of corpses and that was that, nobody could get back up without dying before they could stumble out of line of sight.
Of course, it didn't help that I was thinking 'Told you so.' It was gold, and one of those people was a level 1 Destroyer with a GPRII and no gear or equipment. In fact me and another Jugg were the only ones WITH gear on. But when I tried to vote the Destroyer off the island, everybody else just readied up.
And it was a waste. Doesn't mean I'd ever go into Gold without gear, but I now acknowledge that anything I take into a Gold match nowadays is gonna be wasted on a pre-wave-3 wipe.