Colleen Hagerty: Most Americans are not prepared for a disaster. Now survival kits are all over Instagram. (Vox)
The Kardashians and the Real Housewives are talking about premade Judy survival kits. Are they any good?
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Clearly, people need supplies like food and water in the wake of any disaster, but as Redlener sees it, typical advice tends to flatten these events into a one-size-fits-all mold, particularly when you look at prepackaged kits. Take the first kit that appears on an Amazon search. Available for $114.99, it promises a “100% satisfaction guarantee” for surviving for three days after “earthquake, hurricanes, floods + other disasters.” It’s a bold claim, considering the myriad variables not only in the disasters described but also when you take into account who might be purchasing the item and the specific needs they have.
“In some ways, they just somehow misrepresent themselves as being ‘disaster preparedness.’ So people think, ‘I’ll buy a kit for my car and another for my house, and I won’t have to think about it again.’ Really a false sense of security,” Redlener says.
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Judy is largely being marketed as a trendy new tool your favorite influencers are excited about. The success of that approach hinges on the fact that Americans are keener to follow in Kim Kardashian’s footsteps than FEMA’s. This, despite the fact that she exists in an income bracket that is less likely to be deeply affected by climate change.
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In the US, lower-income communities are also already dealing with a higher rate of pollution in the air and in their water sources, which makes them more vulnerable to any additional issues brought on by climate change. Globally, a similar situation is playing out between higher- and lower-income nations.
If the emergency items market continues to grow as projected, it’s hard to imagine the costs won’t continue to increase, as well, responding to a more competitive and eager market — potentially pricing out the consumers that need them most. That stark contrast in who is able to afford to not only evade disaster but also to recover from them is already clear in the postmortems of recent disasters.
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“It’s taking a moment to take stock, which is what the preparedness kits can do, but also taking a moment to to to know who’s in your community, and how you can help and how they can help you,” she says. “Not only be prepared for really, really bad things, but to also be prepared for the day-to-day stress. And so you’re investing when you’re doing this and not just, ‘Oh, well, when is the big, big bad thing going to happen?’ You’re actually doing something that makes you and your community healthier.”