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вЂњYou have increasing numbers of companies saying, вЂwe can assist you to address what everyone knows is a growing climate crisis.вЂ™ But thereвЂ™s no openness about why this is happening,вЂќ Mr.

Loewenstein is concerned, this is вЂњavoiding the elephant in the room.вЂќ Judy doesnвЂ™t publish anything about the environmental impacts of manufacturing its products, either.ДЄs far as Mr. Huck acknowledges the role the climate crisis plays in increasing weather-related calamities, JudyвЂ™s website and social media are intentionally devoid of the term вЂњclimate changeвЂќ lest it alienate potential customers who deem it вЂњtoo politicizedвЂќ - despite the fact that Americans who think global warming is happening outnumber those who donвЂ™t by more than six to one. The other has to do with these brandsвЂ™ relationships to environmental politics. Huck said the business is on track to double in month-over-month growth in 2021.ДЄccording to Antony Loewenstein, journalist and author of вЂњDisaster Capitalism: Making A Killing Out Of Catastrophe,вЂќ thatвЂ™s just one of the potential downsides of brand-led responses to disaster.

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Since its launch in January 2020, Judy has sold over 25,000 disaster kits, accrued nearly 60,000 followers on its meme-strewn Instagram page, and attracted 45,000 subscribers to its text-message service that provides free emergency prep information. вЂњWe took a potentially frightening and off-putting subject matter and made it more inviting.вЂќ вЂњThe goal was to create something pragmatic, but also very accessible,вЂќ Ms. Mayer calls вЂњmedical red.вЂќ And the brandвЂ™s logo features a chunky typeface that she describes as simultaneously вЂњbold and steadyвЂќ and also вЂњa little bit friendly and disarming.вЂќ The brandвЂ™s signature orange calls to mind traffic cones, signaling caution without ringing the mental alarm bells associated with what Ms.

Judy never shows the вЂњafterвЂќ shots of homes that have been destroyed by wildfires or flooding, only the вЂњbeforeвЂќ images depicting happy families occupying pre-disaster living rooms. Their approach, designed by Ada Mayer, creative director of Red Antler, hinged on tapping positive emotions, rather than exploiting the fear that so often accompanies emergency prep.

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Foremost among them are Preppi, a Goop-approved brand that sells disaster supplies in minimalist backpacks, and Judy, which has tapped celebrities like the Kardashians, Chrissy Teigen and TikTok sensation Addison Rae to promote its portable generators and waterproof supply packs. McGuire was concerned, these brands target вЂњoutdoorsy, cis white men,вЂќ with marketing materials that often feature muscular white guys wearing flannel shirts in the forest.ДЄs a result, a new wave of emergency preparation companies has arisen: ones that cater to a more style-conscious clientele. (which sells streamlined backpacks containing small shovels, stormproof matches and water filters), and My Medic (which sells extensive first aid supplies packaged in utilitarian bags).

There are companies in this category that have been around for years, catering to survivalists and ex-military types, such as Uncharted Supply Co. Though government agencies like FEMA and nonprofits like the Red Cross have long sought to prepare people for the possibility of disaster, the rise of for-profit companies working in the same space reflects just how big that shift actually is. вЂњI think weвЂ™re starting to see a shift in the assumption that вЂthis canвЂ™t happen where I live,вЂ™вЂќ said Mr.