In recent years, the prepper movement has shifted from a fringe ideology focused on lone-wolf survival to a more mainstream practice embraced by a diverse cross-section of society. Catalyst events like the COVID-19 pandemic, climate change, and growing economic and political anxieties have driven increased interest, pushing prepping from a niche hobby into a multibillion-dollar industry.

Overview of prepping and survivalism

While the terms are often used interchangeably, there are notable differences in their approach.

Feature PrepperSurvivalistPrimary focusResource accumulation and detailed planning for specific scenarios, such as natural disasters or economic crashes.Skill development and adaptability for long-term self-reliance in a resource-scarce environment, or "thriving in the wild".Typical preparationsStockpiling food, water, medical supplies, and other gear, often stored in a home or "bug-out bag".Cultivating skills like wilderness first aid, blacksmithing, and homesteading. Some adopt a more military-style, combative approach.Community engagementOften focus on local community building and cooperation, rejecting the "bunker mentality" of surviving alone.Historically associated with more isolationist tactics, though modern "retreaters" focus on sustainable, self-sufficient communities.

Historically, the survivalist movement originated during the Cold War with a focus on nuclear threats, evolving through the 1970s and 80s to emphasize economic collapse and living off the grid. The prepper label became distinct in the 2000s, reflecting a more varied, less combative approach to preparedness.

Recent shifts in the prepping community

The past decade has seen a significant transformation in the types of people prepping and their motivations.

Diversified demographics

• Wider political spectrum: While once dominated by right-wing individuals concerned with government overreach, the movement has expanded to include politically left-leaning and minority groups. The rise of Donald Trump in 2016, increased climate instability, and racial justice protests in 2020 heightened the sense of insecurity for many, motivating them to prepare.

• Younger participants: Younger generations, including millennials and Gen Z, have embraced prepping, often motivated by concerns about climate change and political instability. In a 2024 Forbes survey, 40% of Gen Z identified as preppers, the highest percentage of any age group.

• Urban vs. rural: The demographic is no longer primarily rural. A 2025 analysis found that over 90% of preppers live in urban areas, with a majority of those renting apartments.

Mainstreaming of the movement

• Mainstream retailers: The rise of prepping has been solidified by major retailers like Costco selling large-scale emergency supplies and food storage kits.

• Growth of the industry: The "incident and emergency management" market is projected to reach over $400 billion, with brands selling "bug-out bags" gaining significant traction.

• Media representation: Coverage has moved away from focusing on extremist doomsday scenarios and toward presenting preparedness as a sensible choice for ordinary citizens concerned about modern uncertainties.

Focus on community resilience

• Networking over isolation: Newer preppers, particularly those on the left, emphasize building social connections and mutual aid networks over solitary survival. This communal approach is seen as a more realistic and effective strategy for weathering crises.

• Digital training: The pandemic accelerated a trend toward online training, with virtual courses on subjects like food storage and wilderness medicine growing in popularity.

• Realistic preparedness: There's a greater emphasis on preparing for more common, realistic events like power outages, natural disasters, and short-term supply chain disruptions rather than solely focusing on apocalyptic scenarios.

Driving motivations

• Loss of institutional trust: Disasters like Hurricane Katrina and slow government responses, coupled with supply chain shocks from the COVID-19 pandemic, have eroded public trust in governmental and corporate reliability during a crisis.

• Uncertainty and anxiety: Economic instability, geopolitical tensions, and concerns about climate change have all contributed to widespread anxiety. For many, prepping is a proactive, anxiety-reducing activity that provides a sense of control.