The rise of America’s profitable 'panic industry': NYT
2 Min Read
Turning the American home into a fortress is now big business, with sales of escape tunnels, hidden weapon caches, and even flammable moats on the rise.
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A muddy US flag found by Michael Fraley in the debris is seen in front of his home as he cleans up after Kentucky River floodwaters recede, Friday, April 11, 2025, in Lockport, Ky. (AP)
In a nation increasingly defined by political turmoil, climate dread, and global instability, The New York Times spotlights the rise of a booming “panic economy” that is transforming how Americans prepare for what lies ahead.
No longer the domain of fringe survivalists, doomsday prepping has entered the mainstream — with high-tech underground bunkers, luxury escape retreats, and off-grid fortresses becoming big business in a multibillion-dollar industry fueled by fear.
Ron Hubbard, CEO of Atlas Survival Shelters, leads one of many growing businesses catering to the rising demand for high-end bunkers. According to a 2023 survey, around one in three American adults is preparing for a catastrophic event — collectively spending $11 billion in just one year.
Atlas bunkers, often equipped with features like garages, gyms, and greenhouses, are increasingly being built for everyday Americans. At one Dallas-area site, an underground tunnel will link a bunker directly to the client’s residence.
“Now we sell a bunker that’s only $20,000,” Hubbard told reporters. “They’re for the guys making $60,000 a year. They drive Chevy pickup trucks, not Ferraris.”
Hubbard isn’t the only one profiting from this surge in demand.
In South Dakota, the Vivos Group has transformed 575 former military storage bunkers into long-term survival shelters available for lease.
Clients pay $55,000 up front for a 99-year lease, with an additional $1,091 in annual fees.
Read next: Violence, instability at forefront of US politics: The Guardian
