The world was supposed to end in 2020. And 2019. And 2018. And before that, 2017. There was a date predicted for 2015 too. But predicting the end of the world isn’t a twenty-first century phenomenon: Ever since human beings have begun marking time, apocalyptic predictions have followed. One of the earliest known doomsday predictions was 66 CE. And yet, humanity has continued (so far).

Despite such persistence, the so-called doomsday economy has seen a sharp rise in recent years, aided in part by social anxieties following the coronavirus pandemic, as well as the vast spread of the concepts and ideas underlying this theory, and its associated prepper movement, on social media and in reality television shows. According to adherents to a doomsday view, an apocalypse is soon to arrive, so they need to be prepared now, with self-sufficient structures, such as bunkers, solar energy sources, abundant food, and weapons. 

A notable proponent of this view is Drew Miller, the founder of Fortitude Ranch, a compound of survivalist homes that can be purchased with a timeshare-like membership. Each house offers bunkers, dormitories, and a store of provisions—that is, everything people would need, if the conventional structures of society and the economy were totally disrupted. Organized as a formal corporation, Fortitude Ranch is perhaps the best-run of the various businesses that cater to the demands and preferences of survivalist consumers, who are strongly motivated by their anticipation of societal collapse. 

This segment of consumers seemingly has grown larger in recent years, reflecting societal unrest and uncertainty. But the prepper movement also has existed for many years and has been growing for quite some time. In its recent iterations, it also has seemed to evolve, to become less stigmatized and more mainstream and reasonable to many people. For example, the reality show Doomsday Preppers introduced the notion to various audiences, even if it presented the preppers in a less than positive light. The movement thus encompasses a wide range of individual consumers who span class divisions, from the working class to the very wealthy. 

At Fortitude Ranch, the various compounds, dotted throughout the country, serve dual purposes as well. They represent a forward-thinking approach to disaster preparedness; members are guaranteed a place to stay and sufficient food to keep them alive and safe for at least one year. In the meantime, members can use the buildings and sites for recreational purposes. The Ranches provide all the amenities needed for members with recreational vehicles, as well as campgrounds for outdoor enthusiasts for example. Thus, they appeal to a wide range of customers. 

Its marketing efforts in turn are clearly targeted to capitalize on the multiple appeals that the organization provides. For example, marketing campaigns highlight the benefits of emergency preparedness by citing case studies that describe believable outcomes of natural disasters and supply-chain disruptions of essential goods—events that today’s consumers have some experience with, either personally or in news coverage of intensifying storms and other disasters. Moreover, Fortitude Ranch explicitly positions itself as a more affordable option, such that cautious people with average incomes can secure their future, broadening the appeal of the doomsday movement beyond what has typically featured wealthy clientele.

Such strategic and effective efforts have proven successful; the business continues to grow. To support such ongoing growth, Fortitude Ranch recently initiated a targeted expansion into franchising, seeking to meet the needs of more differentiated communities of preppers across the country. Unlike traditional franchises though, which tend to focus more on uniformity and rapid growth, Drew Miller insists that each new business must meet strict operational regulations and plans to issue franchise licenses only slowly and after careful consideration of the applicants’ qualifications.

Talking about the marketing strategy of a company that anticipates the fall of the global economy in the near future might seem anachronous. For security products, success usually depends on consistent service over the long term. In a sense then, Fortitude Ranch is perfectly placed, in that it promises to provide a safe place and services for members for the unforeseeable future, whether the world persists as it is today or the apocalypse actually arrives.

Discussion Questions

1. What are some other examples of doomsday preparedness products?
2. What do you think will be the success of these businesses, long-term? Do you see the prepper movement continuing to grow in the next 5 years? How about the next 20?

Sources: Alexander Nazaryan, “Is There a Future in the Doomsday Economy?” The New York Times, July 13, 2024; Alexander Fabino, “Doomsday Prepping Poised to Become $2.46 Billion Industry,” Newsweek, October 20, 2023; Nikolas Lanum, “Would You Survive a Doomsday Scenario? Preppers Offer Americans Tips to Weather a Supply Chain Crisis,” Fox Business, March 14, 2024; OpenAI ChatGPT, “Assistance with Research on the Doomsday Economy and Survivalist Businesses,” ChatGPT, July 28, 2024.