Bob Kay, a nutritional scientist in Southern California, is prepping for environmental destruction due to massive earthquakes; politician Joshua Wander is preparing for a terrorist attack, teaching others about prepping and stocking up kosher foods (matzos and mre's); Ryan Croft is prepping for a global financial crisis by cultivating alternative food sources like spirulina and earthworms.
What programs like Doomsday Preppers have accomplished, or at least contributed to, is turning sometimes well-informed, sometimes totally unwarranted paranoia into a booming prepper-industrial complex. Each year, swap meets pack hundreds of convention centers and fairgrounds across the nation—they’re like camping shows with a dose of military surplus and hands-on instructional sessions. The September 2017 Kansas City Survival Expo & Gun Show, for instance, had tips on seed saving, “Overcoming 900 Health Diseases” and “A Devastating Street Self-Defense System.” The latter was taught by Norman Cantwell, who inspired Patrick Swayze’s character in Roadhouse. You get the feeling that he and Steven Seagal would be friends.
In building Reddit, a community of thousands of discussion threads, into one of the most frequently visited sites in the world, Huffman has grown aware of the way that technology alters our relations with one another, for better and for worse. He has witnessed how social media can magnify public fear. “It’s easier for people to panic when they’re together,” he said, pointing out that “the Internet has made it easier for people to be together,” yet it also alerts people to emerging risks. Long before the financial crisis became front-page news, early signs appeared in user comments on Reddit. “People were starting to whisper about mortgages. They were worried about student debt. They were worried about debt in general. There was a lot of, ‘This is too good to be true. This doesn’t smell right.’ ” He added, “There’s probably some false positives in there as well, but, in general, I think we’re a pretty good gauge of public sentiment. When we’re talking about a faith-based collapse, you’re going to start to see the chips in the foundation on social media first.”
Shields said that the company noticed an uptick in sales in the months leading up to the 2016 presidential election, and, again last year, amid fears of nuclear escalation with North Korea. Like Wise Company's former CEO Aaron Jackson, whom Bloomberg previously dubbed “America’s Survival Food King,” Shields said he likes to think of Wise’s products as “an insurance policy.”
That doesn’t mean that some companies aren’t marketing freeze-dried food as an innovation. After eating the Wise Company meals for three days, I switched to Thrive Life’s Simple Plate program, a Blue Apron–esque service that teaches you how to cook from the company’s store of freeze-dried ingredients, which customers can also get mailed to them in recurring shipments. Unlike Wise Company, Thrive Life’s website makes no mention of emergency preparedness, instead emphasizing the sorts of qualities, like saving money and avoiding waste, that might have appealed to Lydia Maria Child in her time: “These foods won’t spoil in a few days... You won’t be thawing, degreasing, or cutting raw meat. You won’t be chopping veggies or washing and peeling fruit.” I reached out to Thrive Life’s founders to hear more about their rationale for marketing freeze-dried food for everyday use, but didn’t hear back.
GPS is great but what happens when your battery dies, and you don’t have a portable battery handy? The compass is the one piece of survival gear that will never let you down. Sure, it can’t tell you if there’s a town nearby but it can prevent you from wandering aimlessly in circles. The Eyesky compass is designed specifically to help extricate you from emergency situations. It features conversion charts to measure distances, a rotating bezel ring to determine your heading and adjustable sight lines to plot your course. It’s also built to last. It will take you all of an afternoon to learn how to use the Eyesky compass and it may turn out to be the most valuable afternoon you ever spent.
Business titans grew uncomfortable. In 1889, Andrew Carnegie, who was on his way to being the richest man in the world, worth more than four billion in today’s dollars, wrote, with concern, about class tensions; he criticized the emergence of “rigid castes” living in “mutual ignorance” and “mutual distrust.” John D. Rockefeller, of Standard Oil, America’s first actual billionaire, felt a Christian duty to give back. “The novelty of being able to purchase anything one wants soon passes,” he wrote, in 1909, “because what people most seek cannot be bought with money.” Carnegie went on to fight illiteracy by creating nearly three thousand public libraries. Rockefeller founded the University of Chicago. According to Joel Fleishman, the author of “The Foundation,” a study of American philanthropy, both men dedicated themselves to “changing the systems that produced those ills in the first place.”
Another wave of survivalism began after the September 11, 2001 attacks and subsequent bombings in Bali, Madrid, and London. This resurgence of interest in survivalism appears to be as strong as the 1970s era focus on the topic. The fear of war, avian influenza, energy shortages, environmental disasters and global climate change, coupled with economic uncertainty, and the apparent vulnerability of humanity after the 2004 Indian Ocean earthquake and tsunami and Hurricane Katrina, has increased interest in survivalism topics.
Lucas Cameron, a farmer living in Tennessee, is preparing for a New Madrid earthquake and the civil unrest following that. He is also joined by his group of friends and family. Even Kevin O'Brien, first mentioned in Season 1, has recently moved out and joined them. Meanwhile near Denver Colorado, Snake Blocker is preparing to survive like his ancestors, the Apache tribe, by living off the land in the event of a financial collapse.
Despite a lull following the end of the Cold War, survivalism has gained greater attention in recent years, resulting in increased popularity of the survivalist lifestyle, as well as increased scrutiny. A National Geographic show interviewing survivalists, Doomsday Preppers, was a "ratings bonanza" and "the network's most-watched series", yet Neil Genzlinger in The New York Times declared it an "absurd excess on display and at what an easy target the prepper worldview is for ridicule," noting, "how offensively anti-life these shows are, full of contempt for humankind."
Survivalism is a primarily American movement of individuals or groups (called survivalists or preppers) who actively prepare for emergencies, including possible disruptions in social or political order, on scales from local to international. Survivalism also encompasses preparation for personal emergencies, such as job loss or being stranded in the wild or under adverse weather conditions. The emphasis is on self-reliance, stockpiling supplies, and gaining survival knowledge and skills. Survivalists often acquire emergency medical and self-defense training, stockpile food and water, prepare to become self-sufficient, and build structures such as survival retreats or underground shelters that may help them survive a catastrophe.
The C.E.O. of another large tech company told me, “It’s still not at the point where industry insiders would turn to each other with a straight face and ask what their plans are for some apocalyptic event.” He went on, “But, having said that, I actually think it’s logically rational and appropriately conservative.” He noted the vulnerabilities exposed by the Russian cyberattack on the Democratic National Committee, and also by a large-scale hack on October 21st, which disrupted the Internet in North America and Western Europe. “Our food supply is dependent on G.P.S., logistics, and weather forecasting,” he said, “and those systems are generally dependent on the Internet, and the Internet is dependent on D.N.S.”—the system that manages domain names. “Go risk factor by risk factor by risk factor, acknowledging that there are many you don’t even know about, and you ask, ‘What’s the chance of this breaking in the next decade?’ Or invert it: ‘What’s the chance that nothing breaks in fifty years?’ ”
We get that creature comforts will be ever more important as the things that used to make us happy slowly break and crumble around us. But do you really want to put a ton of effort into opening a bakery when everything is going to shit? And we hate to be the bearers of bad news, but no amount of odor elimination is going to stop the uncivilized world from smelling really, really bad.
This group is concerned with the spread of fatal diseases, biological agents, and nerve gases, including swine flu, E. coli 0157, botulism, dengue fever, Creutzfeldt–Jakob disease, SARS, rabies, Hantavirus, anthrax, plague, cholera, HIV, ebola, Marburg virus, Lassa virus, sarin, and VX. In response, they might own NBC (nuclear, biological and chemical) full-face respirators, polyethylene coveralls, PVC boots, nitrile gloves, plastic sheeting and duct tape.
Kevin lives in eastern Washington and is prepping his family for a volcanic eruption using multiple bug-out vehicles. We also meet Captain Bill Simpson, who has built a bunker sailboat, made mostly of iron so that he could retreat out to sea in case of a massive solar flare which could send an energy wave, in the form of an Electromagnetic Pulse (EMP) which could damage today's technology.
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