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The country’s largest source of renewable energy has a long history.

Was Don Quixote a NIMBY?
Miguel de Cervantes’ hero admittedly wasn’t tilting at turbines in 1605, but for some of his contemporary readers in 17th-century Spain, windmills for grinding wheat into flour were viewed as a “dangerous new technology,” author Simon Winchester writes in his forthcoming book, The Breath of the Gods: The History and Future of the Wind. One interpretation of Cervantes’ novel might be that Quixote was “actually doing battle with progress.”
Nearly four and a half centuries later, harnessing the energy of the wind remains controversial, even if the breeze is one of humankind’s longest-utilized resources. While wind is the largest source of renewable electricity generation in the United States today, high construction costs and local opposition have more recently stymied the industry’s continued expansion. The new presidential administration — suspicious of wind’s reliability and place in the American energy mix — has also been doing its very best to stunt any future growth in the sector.
Whether you’re catching up on Trump’s latest regulatory moves, you have your own concerns about the safety of the technology, or this is your first time even thinking about this energy resource, here is the blow-by-blow — sorry! — on wind power in the U.S.
At their most basic conceptual level, wind turbines work by converting kinetic energy — the energy of an object in motion; in this case, air particles — into electrical energy that can be used to power homes, buildings, factories, and data centers.
Like hydroelectric dams, turbines do this by first converting kinetic energy into mechanical energy. The wind turns the turbine blades, which spin a rotor that is connected to a generator. Inside the generator are magnets that rotate around coils of copper wire, creating a magnetic field that pushes and pulls the electrons within the copper. Voilà — and with gratitude to Michael Faraday — now you have an electrical current that can be distributed to the grid.
Turbines typically require an average wind speed of about 9 miles per hour to generate electricity, which is why they are constructed in deserts, mountain passes, on top of hills, or in shallow coastal waters offshore, where there is less in the way to obstruct the flow of wind. Higher elevations are also windier, so utility-scale wind turbines are frequently around 330 feet tall (though the largest turbines tower 600 feet or higher).
It depends on the size of the turbine and also the wind speed. The average capacity of a new land-based wind turbine in the U.S. was 3.4 megawatts in 2023 — but that’s the “nameplate capacity,” or what the turbine would generate if it ran at optimal capacity around the clock.

In the U.S., the average capacity factor (i.e. the actual energy output) for a turbine is more like 42%, or close to two-fifths of its theoretical maximum output. The general rule of thumb is that one commercial turbine in the U.S. can power nearly 1,000 homes per month. In 2023, the latest year of data available, land-based and offshore wind turbines in the U.S. generated 425,235 gigawatt-hours of electricity, or enough to power 39 million American homes per year.
A common criticism of wind power is that it “stops working” if the wind isn’t blowing. While it’s true that wind is an intermittent resource, grid operators are used to coping with this. A renewables-heavy grid should combine different energy sources and utilize offline backup generators to prevent service interruptions during doldrums. Battery storage can also help handle fluctuations in demand and increase reliability.
At the same time, wind power is indeed dependent on, well, the wind. In 2023, for example, U.S. wind power generation dropped below 2022 levels due to lower-than-average wind speeds in parts of the Midwest. When you see a turbine that isn’t spinning, though, it isn’t necessarily because there isn’t enough wind. Turbines also have a “cut out” point at which they stop turning if it gets too windy, which protects the structural integrity of the blades and prevents Twisters-like mishaps, as well as keeps the rotor from over-spinning, which could strain or break the turbine’s internal rotating components used to generate electricity.
Though Americans have used wind power in various forms since the late 1800s, the oil crisis of the 1970s brought new interest, development, and investment in wind energy. “The American industry really got going after the suggestion from the Finns, the Swedes, the Danes,” who’d already been making advances in the technology, albeit on single-turbine scales, Winchester, the author of the forthcoming history of wind power, The Breath of the Gods, told me.
In the early 1970s, the Department of Energy issued a grant to William Heronemus, a professor at the University of Massachusetts, Amherst, to explore the potential of wind energy. Heronemus became “really enthusiastic and built wind generators on the campus,” helping to modernize turbines into the more familiar construction we see widely today, Winchester said.
Some of Heronemus’ former students helped build the world’s first multi-turbine wind farm in New Hampshire in 1981. Though the blades of that farm interfered with nearby television reception — they had to be paused during prime time — the technology “seemed to everyone to make sense,” Winchester said. The Energy Policy Act of 1992, which introduced production tax credits for renewables, spurred further development through the end of the millennium.
Heronemus, a former Naval architect, had dreamed in the 1970s of building a flotilla of floating turbines mounted on “wind ships” that were powered by converting seawater into hydrogen fuel. Early experiments in offshore wind by the Energy Research and Development Administration, the progenitor of the Department of Energy, weren’t promising due to the technological limitations of the era — even commercial onshore wind was still in its infancy, and Heronemus’ plans looked like science-fiction.
In 1991, though, the Danes — ever the leaders in wind energy — successfully constructed the Vindeby Offshore Wind Farm, complete with 11 turbines and a total installed capacity of 5 megawatts. The Blyth offshore wind farm in northern Wales soon followed, with the United States finally constructing its first grid-connected offshore wind turbines off of Maine in 2013. The Block Island wind farm, with a capacity of 30 megawatts, is frequently cited as the first true offshore wind farm in the U.S., and began operating off the coast of Rhode Island in 2016.
Though offshore wind taps into higher and more consistent wind speeds off the ocean — and, as a result, is generally considered more efficient than onshore wind — building turbines at sea comes with its own set of challenges. Due to increased installation costs and the greater wear-and-tear of enduring saltwater and storms at sea, offshore wind is generally calculated to be about twice as expensive as onshore wind. “It’s unclear if offshore wind will ever be as cheap as onshore — even the most optimistic projections documented by the National Renewable Energy Laboratory have offshore wind more expensive than the current price of onshore in 2035,” according to Brian Potter in his newsletter, Construction Physics, though he notes that “past projections have underestimated the future cost reductions of wind turbines.”

In the decade from 2014 to 2023, total wind capacity in the U.S. doubled. Onshore and offshore wind power is now responsible for over 10% of utility-scale electricity generation in the U.S., and has been the highest-producing renewable energy source in the nation since 2019. (Hydropower, the next highest-producing renewable energy source, is responsible for about 5.7% of the energy mix, by comparison.) In six states — Iowa, Kansas, Oklahoma, New Mexico, South Dakota, and North Dakota — onshore wind makes up more than a third of the current electricity mix, Climate Central reports.
Offshore wind has been slower to grow in the U.S. Even during the Biden administration, when the government targeted developing 30 gigawatts of offshore wind capacity by 2030, the industry faced financing challenges, transmission and integration obstacles, and limits in access to a skilled workforce, per a 2024 paper in Energy Research & Social Science. That same year, the Department of Energy reported that the nation had a total of 80,523 megawatts for offshore wind in operation and in the pipeline, which, under ideal conditions, could power 26 million homes. Many of those offshore projects and plans now face an uncertain future under the Trump administration.
Though we’re far removed from the 1880s, when suspicious Scots dismissed wind energy pioneer James Blyth’s home turbine as “the devil’s work,” there are still plenty of persistent concerns about the safety of wind power to people and animals.
Some worry about onshore wind turbines’ effects on people, including the perceived dangers of electromagnetic fields, shadow flicker from the turning blades, and sleep disturbance or stress. Per a 2014 systematic review of 60 peer-reviewed studies on wind turbines and human health by the National Institutes of Health, while there was “evidence to suggest that wind turbines can be a source of annoyance to some people, there was no evidence demonstrating a direct causal link between living in proximity to wind turbines and more serious physiological health effects.” The topic has since been extensively studied, with no reputable research concluding that turbines have poor health impacts on those who live near them.
Last year, the blade of a turbine at Vineyard Wind 1 broke and fell into the water, causing the temporary closure of beaches in Nantucket to protect people from the fiberglass debris. While no one was ultimately injured, GE Vernova, which owns Vineyard Wind, agreed earlier this year to settle with the town for $10.5 million to compensate for the tourism and business losses that resulted from the failure. Thankfully, as my colleague Jael Holzman has written, “major errors like blade failures are incredibly rare.”
There are also concerns about the dangers of wind turbines to some wildlife. Turbines do kill birds, including endangered golden eagles, which has led to opposition from environmental and local activist groups. But context is also important: The U.S. Fish & Wildlife Service has found that wind farms “represent just 0.03% of all human-related bird deaths in the U.S.” (Illegal shootings, for example, are the greatest cause of golden eagle deaths.) The continued use of fossil fuels and the ecological impacts of climate change also pose a far graver threat to birds than wind farms do. Still, there is room for discussion and improvement: The California Department of Fish and Wildlife issued a call earlier this year for proposals to help protect golden eagles from turbine collisions in its major wind resource areas.
Perhaps the strongest objection to offshore wind has come from concern for whales. Though there has been an ongoing “unusual mortality event” for whales off the East Coast dating back to 2016 — about the same time the burgeoning offshore wind industry took off in the United States — the two have been falsely correlated (especially by groups with ties to the fossil fuel industry). A recent government impact report ordered by Republicans even found that “NOAA Fisheries does not anticipate any death or serious injury to whales from offshore wind-related actions and has not recorded marine mammal deaths from offshore wind activities.” Still, that hasn’t stopped Republican leaders — including the president — from claiming offshore wind is making whales “a little batty.”
Polling by Heatmap has found that potential harm to wildlife is a top concern of both Democrats and Republicans when it comes to the deployment of renewable energy. Although there has been “no evidence to date that the offshore wind build-out off the Atlantic coast has harmed a single whale … studies have shown that activities related to offshore wind could harm a whale, which appears to be enough to override the benefits for some people,” my colleague Jael has explained. A number of environmental groups are attempting to prevent offshore and land-based wind development on conservationist grounds, to varying degrees of success. Despite these reservations, though, our polling has found that Americans on the coast largely support offshore wind development.
Aesthetic concerns are another reason wind faces opposition. The proposed Lava Ridge wind farm in Idaho, which was Heatmap’s most imperiled renewable energy project last year, faced intense opposition, ostensibly due to the visibility of the turbines from the Minidoka National Historic Site, the site of a Japanese internment camp. Coastal homeowners have raised the same complaint about offshore wind that would be visible from the beach, like the Skipjack offshore wind project, which would be situated off the coast of Maryland.
Not good. As one of President Trump’s first acts in office, he issued an executive order that the government “shall not issue new or renewed approvals, rights of way, permits, leases, or loans for onshore or offshore wind projects” until the completion of a “comprehensive assessment” of the industry’s impacts on the economy and the environment. Eight months later, federal agencies were still not processing applications for onshore wind projects.
Offshore wind is in even more trouble because such projects are sited entirely in federal waters. As of late July, the Bureau of Ocean Energy Management had rescinded all designated wind energy areas — a decision that applies to some 3.5 million acres of federal waters, including the Central Atlantic, California, and Oregon. The Department of the Interior has also made moves to end what it calls the “special treatment for unreliable energy sources, such as wind,” including by “evaluating whether to stop onshore wind development on some federal lands and halting future offshore wind lease sales.” The Interior Department will also look into how “constructing and operating wind turbines might affect migratory bird populations.”
The One Big Beautiful Bill Act, meanwhile, put strict restrictions on tax credits available to wind developers. Per Cleanview, the bill jeopardizes some 114 gigawatts of wind energy projects, while the Center for American Progress writes that “more than 17,000 jobs are connected to offshore wind power projects that are already canceled, on hold, or at risk from the Trump administration’s attacks on wind power.”
The year 2024 marked a record for new wind power capacity, with 117 gigawatts of wind energy installed globally. China in particular has taken a keen interest in constructing new wind farms, installing 26 gigawatts worth, or about 5,300 turbines, between January and May of last year alone.
Still, there are significant obstacles to the buildout of wind energy even outside of the United States, including competition from solar, which is now the cheapest and most widely deployed renewable energy resource in the world. High initial construction costs, deepened by inflation and supply-chain issues, have also stymied wind development.
There are an estimated 424 terawatts worth of wind energy available on the planet, and current wind turbines tap into just half a percent of that. According to Columbia Business School’s accounting, if maximized, wind has the potential to “abate 10% to 20% of CO2 emissions by 2050, through the clean electrification of power, heat, and road transport.”
Wind is also a heavy player in the Net Zero Emissions by 2050 Scenario, which aims for
7,100 terawatt hours of wind electricity generation worldwide by the end of the decade, per the International Energy Agency. But current annual growth would need to increase annual capacity additions from about 115 gigawatts in 2023 to 340 gigawatts in 2030. “Far greater policy and private-sector efforts are needed to achieve this level of capacity growth,” IEA notes, “with the most important areas for improvement being facilitating permitting for onshore wind and cost reductions for offshore wind.”
Wind turbines continue to become more efficient and more economical. Many of the advances have come in the form of bigger turbines, with the average height of a hub for a land-based turbine increasing 83% since the late 1990s. The world’s most powerful offshore turbine, Vestas’ V236-15.0 megawatt prototype, is, not coincidentally, also the world’s tallest, at 919 feet.
Advanced manufacturing techniques, such as the use of carbon fiber composites in rotor blades and 3D printed materials, could also lead to increases in efficiency. In a 2024 report, NREL anticipated that such innovations could potentially “unlock 80% more economically viable wind energy capacity within the contiguous United States.”
Floating offshore wind farms are another area of active innovation. Unlike the fixed-foundation turbines mainly used offshore today, floating turbines could be installed in deep waters and allow for development on trickier coastlines like off of Oregon and Washington state. Though there are no floating offshore wind farms in the United States yet, there are an estimated 266 gigawatts of floating turbine capacity in the pipeline globally.
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On China’s rare earths, Bill Gates’ nuclear dream, and Texas renewables
Current conditions: Hurricane Melissa exploded in intensity over the warm Caribbean waters and has now strengthened into a major storm, potentially slamming into Cuba, the Dominican Republic, Haiti, and Jamaica as a Category 5 in the coming days • The Northeast is bracing for a potential nor’easter, which will be followed by a plunge in temperatures of as much as 15 degrees Fahrenheit lower than average • The northern Australian town of Julia Creek saw temperatures soar as high as 106 degrees.
Exxon Mobil filed a lawsuit against California late Friday on the grounds that two landmark new climate laws violate the oil giant’s free speech rights, The New York Times reported. The two laws would require thousands of large companies doing business in the state to calculate and report the greenhouse gas pollution created by the use of their products, so-called Scope 3 emissions. “The statutes compel Exxon Mobil to trumpet California’s preferred message even though Exxon Mobil believes the speech is misleading and misguided,” Exxon complained through its lawyers. California Governor Gavin Newsom’s office said the statutes “have already been upheld in court and we continue to have confidence in them.” He condemned the lawsuit, calling it “truly shocking that one of the biggest polluters on the planet would be opposed to transparency.”
China will delay introducing export controls on rare earths, an unnamed U.S. official told the Financial Times following two days of talks in Malaysia. For years, Beijing has been ratcheting up trade restrictions on the global supply of metals its industry dominates. But this month, China slapped the harshest controls yet on rare earths. In response, stocks in rare earth mining and refining companies soared. Despite what Heatmap’s Matthew Zeitlin called the “paradox of Trump’s critical mineral crusade” to mine even as he reduced demand from electric vehicle factories, “everybody wants to invest in critical minerals startups,” Heatmap’s Katie Brigham wrote. That — as frequent readers of this newsletter will recall — includes the federal government, which under the Trump administration has been taking equity stakes in major projects as part of deals for federal funding.
The Nuclear Regulatory Commission rewarded Bill Gates’ next-generation reactor company, TerraPower, with its final environment impact statement last week. The next step in the construction permit process is a final safety evaluation that the company expects to receive by the end of this year. If everything goes according to plan, TerraPower could end up winning the race to build the nation’s first commercial reactor to use a coolant other than water, and do so at a former coal-fired plant in the country’s top coal-producing state. “The Natrium plant in Wyoming, Kemmerer Unit 1, is now the first advanced reactor technology to successfully complete an environmental impact statement for the NRC, bringing us another step closer to delivering America’s next nuclear power plant,” said TerraPower president and CEO Chris Levesque.
A judge gave New York Governor Kathy Hochul’s administration until February 6 to issue rules for its long-delayed cap-and-invest program, the Albany Times-Union reported. The government was supposed to issue the guidelines that would launch the program as early as 2024, but continuously pushed back the release. “Early outlines of New York’s cap and invest program indicate that regulators were considering a relatively low price ceiling on pollution, making it easier for companies to buy their way out of compliance with the cap,” Heatmap’s Emily Pontecorvo wrote in January.

The Texas data center boom is being powered primarily with new wind, solar, and batteries, according to new analysis by the Energy Information Administration. Since 2021, electricity demand on the independent statewide grid operated by the Electric Reliability Council of Texas has soared. Over the past year, wind, solar, and batteries have been supplying that rising demand. Utility-scale solar generated 45 terawatt-hours of electricity in the first nine months of 2025. That’s 50% more than the same period in 2024 and nearly four times more than the same period in 2021. Wind generation, meanwhile, totaled 87 terawatt-hours for the first nine months of this year, up 4% from last year and 36% since 2021. “Together,” the analysis stated, “wind and solar generation met 36% of ERCOT’s electricity demand in the first nine months of 2025.”
The question isn’t whether the flames will come — it’s when, and what it will take to recover.
In the two decades following the turn of the millennium, wildfires came within three miles of an estimated 21.8 million Americans’ homes. That number — which has no doubt grown substantially in the five years since — represents about 6% of the nation’s population, including the survivors of some of the deadliest and most destructive fires in the country’s history. But it also includes millions of stories that never made headlines.
For every Paradise, California, and Lahaina, Hawaii, there were also dozens of uneventful evacuations, in which regular people attempted to navigate the confusing jargon of government notices and warnings. Others lost their homes in fires that were too insignificant to meet the thresholds for federal aid. And there are countless others who have decided, after too many close calls, to move somewhere else.
By any metric, costly, catastrophic, and increasingly urban wildfires are on the rise. Nearly a third of the U.S. population, however, lives in a county with a high or very high risk of wildfire, including over 60% of the counties in the West. But the shape of the recovery from those disasters in the weeks and months that follow is often that of a maze, featuring heart-rending decisions and forced hands. Understanding wildfire recovery is critical, though, for when the next disaster follows — which is why we’ve set out to explore the topic in depth.
The most immediate concerns for many in the weeks following a wildfire are financial. Homeowners are still required to pay the mortgage on homes that are nothing more than piles of ash — one study by the Federal Reserve Bank of Philadelphia found that 90-day delinquencies rose 4% and prepayments rose 16% on properties that were damaged by wildfires. Because properties destroyed in fires often receive insurance settlements that are lower than the cost to fully replace their home, “households face strong incentives to apply insurance funds toward the mortgage balance instead of rebuilding, and the observed increase in prepayment represents a symptom of broader frictions in insurance markets that leave households with large financial losses in the aftermath of a natural disaster,” the researchers explain.
Indeed, many people who believed they had adequate insurance only discover after a fire that their coverage limits are lower than 75% of their home’s actual replacement costs, putting them in the category of the underinsured. Homeowners still grappling with the loss of their residence and possessions are also left to navigate reams of required paperwork to get their money, a project one fire victim likened to having a “part-time job.” It’s not uncommon for fire survivors to wait months or even years for payouts, or to find that necessary steps to rebuilding, such as asbestos testing and dead tree removals, aren’t covered. Just last week, California Governor Gavin Newsom signed a new law requiring insurers to pay at least 60% of a homeowner’s personal property coverage on a total loss without a detailed inventory, up to $350,000. The original proposal called for a 100% payout, but faced intense insurance industry blowback .
Even if your home doesn’t burn to the ground, you might be affected by the aftermath of a nearby fire. In California, a fifth of homes in the highest-risk wildfire areas have lost insurance coverage since 2019, while premiums in those same regions have increased by 42%. Insurers’ jitters have overflowedspilled over into other Western states like Washington, where there are fewer at-risk properties than in California — 16% compared to 41% — but premiums have similarly doubled in some cases due to the perceived hazardrisks.
Some experts argue that people should be priced out of the wildland-urban interface and that managed retreat will help prevent future tragedies. But as I report in my story on fire victims who’ve decided not to rebuild, that’s easier said than done. There are only three states where insured homeowners have the legal right to replace a wildfire-destroyed home by buying a new property instead of rebuilding, meaning many survivors end up shackled to a property that is likely to burn again.
The financial maze, of course, is only one aspect of recovery — the physical and mental health repercussions can also reverberate for years. A study that followed survivors of Australia’s Black Saturday bush fires in 2009, which killed over 170 people, found that five years after the disaster, a fifth of survivors still suffered from “serious mental health challenges” like post-traumatic stress disorder. In Lahaina, two years after the fire, nearly half of the children aged 10 to 17 who survived are suspected of coping with PTSD.
Federal firefighting practices continue to focus on containing fires as quickly as possible, to the detriment of less showy but possibly more effective solutions such as prescribed burns and limits on development in fire-prone areas. Some of this is due to the long history of fire suppression in the West, but it persists due to ongoing political and public pressure. Still, you can find small and promising steps forward for forest management in places like Paradise, where the recreation and park district director has scraped together funds to begin to build a buffer between an ecosystem that is meant to burn and survivors of one of the worst fires in California’s history.
In the four pieces that follow, I’ve attempted to explore the challenges of wildfire recovery in the weeks and months after the disaster itself. In doing so, I’ve spoken to firefighters, victims, researchers, and many others to learn more about what can be done to make future recoveries easier and more effective.
The bottom line, though, is that there is no way to fully prevent wildfires. We have to learn to live alongside them, and that means recovering smarter, too. It’s not the kind of glamorous work that attracts TV cameras and headlines; often, the real work of recovery occurs in the many months after the fire is extinguished. But it also might just make the difference.
Wildfire evacuation notices are notoriously confusing, and the stakes are life or death. But how to make them better is far from obvious.
How many different ways are there to say “go”? In the emergency management world, it can seem at times like there are dozens.
Does a “level 2” alert during a wildfire, for example, mean it’s time to get out? How about a “level II” alert? Most people understand that an “evacuation order” means “you better leave now,” but how is an “evacuation warning” any different? And does a text warning that “these zones should EVACUATE NOW: SIS-5111, SIS-5108, SIS-5117…” even apply to you?
As someone who covers wildfires, I’ve been baffled not only by how difficult evacuation notices can be to parse, but also by the extent to which they vary in form and content across the United States. There is no centralized place to look up evacuation information, and even trying to follow how a single fire develops can require hopping among jargon-filled fire management websites, regional Facebook pages, and emergency department X accounts — with some anxious looking-out-the-window-at-the-approaching-pillar-of-smoke mixed in.
Google and Apple Maps don’t incorporate evacuation zone data. Third-party emergency alert programs have low subscriber rates, and official government-issued Wireless Emergency Alerts, or WEAs — messages that trigger a loud tone and vibration to all enabled phones in a specific geographic region — are often delayed, faulty, or contain bad information, none of which is ideal in a scenario where people are making life-or-death decisions. The difficulty in accessing reliable information during fast-moving disasters like wildfires is especially aggravating when you consider that nearly everyone in America owns a smartphone, i.e. a portal to all the information in the world.
So why is it still so hard to learn when and where specific evacuation notices are in place, or if they even apply to you? The answer comes down to the decentralized nature of emergency management in the United States.
A downed power line sparks a fire on a day with a Red Flag Warning. A family driving nearby notices the column of smoke and calls to report it to 911. The first responders on the scene realize that the winds are fanning the flames toward a neighborhood, and the sheriff decides to issue a wildfire warning, communicating to the residents that they should be ready to leave at a moment’s notice. She radios her office — which is now fielding multiple calls asking for information about the smoke column — and asks for the one person in the office that day with training on the alert system to compose the message.
Scenarios like these are all too common. “The people who are put in the position of issuing the messages are doing 20 other things at the same time,” Jeannette Sutton, a researcher at the University at Albany’s Emergency and Risk Communication Message Testing Lab, told me. “They might have limited training and may not have had the opportunity to think about what the messages might contain — and then they’re told by an incident commander, Send this, and they’re like, Oh my God, what do I do?”
The primary way of issuing wildfire alerts is through WEAs, with 78,000 messages sent since 2012. Although partnerships between local emergency management officials, the Federal Emergency Management Agency, the Federal Communications Commission, and cellular and internet providers facilitate the technology, it’s local departments that determine the actual content of the message. Messaging limits force some departments to condense the details of complicated and evolving fire events into 90 characters or fewer. Typos, confusing wording, and jargon inevitably abound.
Emergency management teams often prefer to err on the side of sending too few messages rather than too many for fear of inducing information overload. “We’re so attached to our devices, whether it’s Instagram or Facebook or text messages, that it’s hard to separate the wheat from the chaff, so to speak — to make sure that we are getting the right information out there,” John Rabin, the vice president of disaster management at the consulting firm ICF International and a former assistant administrator at the Federal Emergency Management Agency, told me. “One of the challenges for local and state governments is how to bring [pertinent information] up and out, so that when they send those really important notifications for evacuations, they really resonate.”
But while writing an emergency alert is a bit of an art, active prose alone doesn’t ensure an effective evacuation message.
California’s Cal Fire has found success with the “Ready, Set, Go” program, designed by the International Association of Fire Chiefs, which uses an intuitive traffic light framework — “ready” is the prep work of putting together a go-bag and waiting for more news if a fire is in the vicinity, escalating to the “go” of the actual evacuation order. Parts of Washington and Oregon use similar three-tiered systems of evacuation “levels” ranging from 1 to 3. Other places, like Montana, rely on two-step “evacuation warnings” and “evacuation orders.”
Watch Duty, a website and app that surged in popularity during the Los Angeles fires earlier this year, doesn’t worry about oversharing. Most information on Watch Duty comes from volunteers, who monitor radio scanners, check wildfire cameras, and review official law enforcement announcements, then funnel the information to the organization’s small staff, who vet it before posting. Though WatchDuty volunteers and staff — many of whom are former emergency managers or fire personnel themselves — actively review and curate the information on the app, the organization still publishes far more frequent and iterative updates than most people are used to seeing and interpreting. As a result, some users and emergency managers have criticized Watch Duty for having too much information available, as a result.
The fact that Watch Duty was downloaded more than 2 million times during the L.A. fires, though, would seem to testify to the fact that people really are hungry for information in one easy-to-locate place. The app is now available in 22 states, with more than 250 volunteers working around the clock to keep wildfire information on the app up to date. John Clarke Mills, the app’s CEO and co-founder, has said he created the app out of “spite” over the fact that the government doesn’t have a better system in place for keeping people informed on wildfires.
“I’ve not known too many situations where not having information makes it better,” Katlyn Cummings, the community manager at Watch Duty, told me. But while the app’s philosophy is “rooted in transparency and trust with our users,” Cummings stressed to me that the app’s volunteers only use official and public sources of information for their updates and never include hearsay, separating it from other crowd-sourced community apps that have proved to be less than reliable.
Still, it takes an army of a dozen full-time staff and over 200 part-time volunteers, plus an obsessively orchestrated Slack channel to centralize the wildfire and evacuation updates — which might suggest why a more official version doesn’t exist yet, either from the government or a major tech company. Google Maps currently uses AI to visualize the boundaries of wildfires, but stops short of showing users the borders of local evacuation zones (though it will route you around known road closures). A spokesperson for Google also pointed me toward a feature in Maps that shares news articles, information from local authorities, and emergency numbers when users are in “the immediate vicinity” of an actively unfolding natural disaster — a kind of do-it-yourself Watch Duty. The company declined to comment on the record about why Maps specifically excludes evacuation zones. Apple did not respond to a request for comment.
There is, of course, a major caveat to the usefulness of Watch Duty.
Users of the app tend to be a self-selecting group of hyper-plugged-in digital natives who are savvy enough to download it or otherwise know to visit the website during an unfolding emergency. As Rabin, the former FEMA official, pointed out, Watch Duty users aren’t the population that first responders are most concerned about — they’re like “Boy Scouts,” he said, because they’re “always prepared.” They’re the ones who already know what’s going on. “It’s reaching the folks that aren’t paying attention that is the big challenge,” he told me.
The older adult population is the most vulnerable in cases of wildfire. Death tolls often skew disproportionately toward the elderly; of the 30 people who died in the Los Angeles fires in January, for example, all but two were over 60 or disabled, with the average age of the deceased 77, the San Francisco Chronicle reported. Part of that is because adults 65 and older are more likely to have physical impairments that make quick or unplanned evacuations challenging. Social and technological isolation are also factors — yes, almost everyone in America has a smartphone, but that includes just 80% of those 65 and older, and only 26% of the older adult population feels “very confident” using computers or smartphones. According to an extensive 2024 report on how extreme weather impacts older adults by CNA, an independent, nonprofit research organization, “Evacuation information, including orders, is not uniformly communicated in ways and via media that are accessible to older adults or those with access and functional needs.”
Sutton, the emergency warning researcher, also cautioned that more information isn’t always better. Similar to the way scary medical test results might appear in a health portal before a doctor has a chance to review them with you (and calm you down), wildfire information shared without context or interpretation from emergency management officials means the public is “making assumptions based upon what they see on Watch Duty without actually having those official messages coming from the public officials who are responsible for issuing those messages,” she said. One role of emergency managers is to translate the raw, on-the-ground information into actionable guidance. Absent that filter, panic is probable, which could lead to uncontrollable evacuation traffic or exacerbate alert fatigue. Alternatively, people might choose to opt out of future alerts or stop checking for updates.
Sutton, though she’s a strong advocate of creating standardized language for emergency alerts — “It would be wonderful if we had consistent language that was agreed upon” between departments, she told me — was ultimately skeptical of centralizing the emergency alert system under a large agency like FEMA. “The movement of wildfires is so fast, and it requires knowledge of the local communities and the local terrain as well as meteorological knowledge,” she said. “Alerts and warnings really should be local.”
The greater emphasis, Sutton stressed, should be on providing emergency managers with the training they need to communicate quickly, concisely, and effectively with the tools they already have.
The high wire act of emergency communications, though, is that while clear and regionally informed messages are critical during life-or-death situations, it also falls on residents in fire-risk areas to be ready to receive them. California first adopted the “Ready, Set, Go” framework in 2009, and it has spent an undisclosed amount of money over the years on a sustained messaging blitz to the public. (Cal Fire’s “land use planning and public education budget is estimated at $16 million, and funds things like the updated ad spots it released as recently as this August.) Still, there is evidence that even that has not been enough — and Cal Fire is the best-resourced firefighting agency in the country, setting the gold standard for an evacuation messaging campaign.
Drills and test messages are one way to bring residents up to speed, but participation is typically very low. Many communities and residents living in wildfire-risk areas continue to treat the threat with low urgency — something to get around to one day. But whether they’re coming from your local emergency management department or the White House itself, emergency notices are only as effective as the public is willing and able to heed them.