The business with the apocalypse: luxury bunkers and survival workshops for a frightened society
Geopolitical uncertainty is increasing the public's desire to be prepared for an emergency. Prepping is on its way out of the niche. Companies in Switzerland are also reporting rising sales.
Prepping, or preparing for emergencies, is becoming increasingly popular in Switzerland as geopolitical uncertainty grows. Many companies, including SWISS OWL, are reporting rising sales of emergency supplies and survival courses. A survey by the ETH Zurich military academy found that 86% of respondents believe the situation has worsened, driving demand for bunkers, emergency stockpiles, and survival skills.
In the US, the industry is booming, with 74 million Americans spending $11 billion on emergency preparedness in 2023, and luxury bunkers being built, including one by Meta founder Mark Zuckerberg for an estimated $270 million.
Written by urgent.news from NZZ Wirtschaft's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
