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They’re often people of color, young, and from the Northeast.

We are living in the Age of the Big Yikes.
Climate change is widely accepted as both real and happening now. Many Americans hear news about global warming at least once a week and though projections aren’t as dire as they once were, they’re still extremely not great. Half of Americans have been “personally affected” by climate change, and of those, 54% say they have experienced a “reduced quality of life due to weather extremes,” a recent survey of 1,000 U.S. adults by Heatmap and Benenson Strategy Group found. Overall, two-thirds of Americans (65%) worry about what climate change will mean for them personally — a common anxiety that the Los Angeles Times has deemed “a normal response to an abnormal situation.”
A smaller but still substantial subset of Americans — around 15% — further self-identifies as having mental health problems stemming from the effects of climate change, including “anxiety and stress” about current and future events, PTSD, depression, substance abuse, and loneliness and isolation, the Heatmap Climate Poll shows. The distress, perhaps somewhat surprisingly, isn’t strongly determined by education level, income, or even ideology: A full quarter of those who say they have mental health problems due to climate change are Republicans (25%, compared to 31% of Democrats and 34% of independents).
The effects of climate change on mental health have historically been studied with a focus on young people, and it’s true that younger adults in Heatmap’s survey were also the ones more likely to describe mental health problems from climate effects. But what else can we learn about those who suffer mental and emotional ramifications from our changing world?
Unsurprisingly, and consistent with prior research, young adults are overwhelmingly the ones most anxious about climate change. Nearly half of 18-to-34-year-olds who’ve experienced climate change firsthand described having mental health problems as a result — a response that was much smaller in the 65+ population (10%). However, of that small number of people in the 65+ population who have reported suffering mental health problems due to climate change, there was a universal (100%) experience of having “anxiety and stress over future effects of climate change,” Heatmap found. Ninety percent also had anxiety and stress over the current effects.
	Among young people who self-reported having mental health issues around climate change, “stress and anxiety” about current (69%) and future (66%) climate events was the most often cited mental health impact. Over half also cited depression (53%) and loneliness and isolation (46%).
	
Despite the “unbearable whiteness” of the conversation around climate anxiety, Heatmap’s polling was consistent with earlier surveys that found people of color are more likely to be alarmed about global warming than white people. White Americans were actually the least likely to report having experienced climate change-related mental health problems, at 28%, compared to African-Americans and Hispanics (36% each) and Asian American and Pacific Islanders (33%). Though white Americans reported the highest instances of depression (60% compared to 36% among all people of color), minority groups lead self-reports of anxiety and stress over the present (71% to white Americans’ 64%); anxiety and stress over the future (65% to white Americans’ 61%); and loneliness and isolation (45% to white Americans’ 35%).
That result isn’t as surprising when you look at who has been personally affected by climate change: just 44% of white people say they have been, compared to more than half of African-Americans (55%), one in six Hispanics (60%), and three-quarters of Asian American and Pacific Islanders (75%). Of the people who said climate change caused them mental health problems, the lowest rate (28%) was among white Americans.
Heatmap also asked all the respondents if climate change makes them worried about their children’s future. Though this question included answers from non-parents and people planning never to have children (and thus could be skewed by the fact that white respondents were also the least likely to have children under 18 living at home), 78% of people of color voiced general concerns about the future of their children due to climate change compared to 64% of white Americans.
Particularly of note was that nearly all (94%) of Asian American and Pacific Islanders described themselves as worrying about their children’s future due to climate change, despite having roughly the same number of children living at home as white Americans (34% to white American's 31%). There were also high levels of concern among Hispanics, at 81%, and African-Americans, at 70%, though those respondents were somewhat more likely to be parents or guardians than white Americans.
Mothers were significantly more likely to suffer from the mental health effects of climate change (49%) compared to dads (33%).
Fathers, on the other hand — and hilariously — were likely to say they've experienced climate-related property damage (51% to moms’ 39%).
It might seem intuitive that people living under the wildfire-orange skies of California or on the eroding coastlines of Florida would be the most concerned about climate change, but that certainly isn’t the rule. The Northeastern United States is technically among the “safest” places in the country with regards to meteorological upheavals — just 11% of respondents in the region described themselves as having been “very affected” by climate change. Nevertheless, of the people self-reporting mental health problems related to climate, 40% were in the Northeast compared to 22% in the West.
	This is especially notable because while people in the Northeast might have a reputation for being more high strung than other parts of the U.S., the region actually features the lowest levels of general anxiety, behind the Midwest, South, and West, according to 
	a pre-pandemic U.S. Census Bureau study. (The Northeast surpassed the Midwest by fall 2020, though that could potentially be attributed to the region being hard-hit by COVID-19).
The higher rate of self-reported mental health problems could be political: the Northeast is the most liberal region in the U.S., and residents are perhaps more inclined to trust scientific warnings about climate change and/or read news about the severity of the crisis, resulting in higher levels of concern.
It’s revealing to look at specifically what kinds of mental health problems Northeasterners describe, too. Most (82%) who were experiencing mental health problems specified having anxiety and stress from current climate change effects — a rate almost 10 points higher than the next-most-anxious region, the South.
	“Depression” was the most commonly cited mental health impact in the West (66%) and Midwest (69%), the 
	Heatmap poll found. Suburbanites also specifically experienced “anxiety and stress” from current climate change in high numbers, at 74% compared to rural Americans’ 66% and urbanites’ 58%.
	
Climate-linked mental health problems more broadly occur at the highest rates in rural communities, which are also uniquely vulnerable to weather-related impacts. Among those who said they have mental health problems stemming from climate change, 36% lived in rural locations, compared to 29% in the suburbs and 27% in urban environments.
Anxiety only scratches the surface of the mental health issues that result from climate change, Heatmap also found.
Nearly a third of Americans (30%) who reported experiencing climate change said it resulted in mental health problems. While 63% of that group further specified that meant suffering from anxiety and stress, 49% also reported depression, 22% reported post-traumatic stress disorder, and 18% reported taking to coping mechanisms like substance abuse.
	The fourth National Climate Assessment, a congressionally mandated report by the U.S. Global Change Research Program published in 2018, 
	warns that these responses are normal and will continue to result from climate disasters going forward. People who experience a flood or the risk of flood, for example, “report higher levels of depression and anxiety, and these impacts can persist several years after the event.” Droughts commonly result in “increased use of alcohol and tobacco.” High temperatures can “lead to an increase in aggressive behaviors, including homicide.” Children displaced by climate-related disasters experience a “heavy burden” on their mental health. Separately, a 2018 study published in Nature predicted up to 40,000 additional suicides in the United States and Mexico by 2050 due to higher temperatures.
“Climate anxiety” (sometimes interchangeably called “eco-anxiety”) is not technically classified as a medical condition by the all-powerful DSM-5, the diagnostic manual used by mental health professionals in the United States — which makes sense, because “the last thing we want is to pathologize this moral emotion, which stems from an accurate understanding of the severity of our planetary health crisis,” Britt Wray writes in her 2022 book Generation Dread: Finding Purpose in an Age of Climate Crisis. Many in the medical community agree; as one psychotherapist and researcher told the BBC on the subject in 2019, “I’d kind of wonder why somebody wasn’t feeling anxious.”
Within reason, a certain amount of climate anxiety can be a good thing. (It will perhaps be productive to track climate “worry” in the coming years to see if, or as, it changes as guarded climate optimism grows in popularity). But experiencing climate change can also produce mental health problems that, like physical health problems, need to be anticipated and treated as weather-related crises increase, intensify, and expand. That is particularly true as it pertains to underserved communities, whose mental health struggles already frequently go unrecognized or untreated.
The overriding takeaway, though, is that it is wrong to look at climate change as only a danger to property and physical safety, the two human impacts that dominate headlines. Even if just 15% of Americans who experience climate change personally end up with self-described mental health problems as a result, that would potentially mean almost 18 million Americans will be suffering from the mental effects of climate change by 2050.
As Gary Belkin, the former deputy health commissioner for New York City and founder of the Billion Minds Institute, wrote for Psychiatric News in 2021, “We are all psychologically unprepared to face the accelerating existential crisis of climate and ecological change that will further deepen other destructive fault lines in our society ... We must sound that alarm and put our own house in order.”
The Heatmap Climate Poll of 1,000 American adults was conducted via online panels by Benenson Strategy Group from Feb. 15 to 20, 2023. The survey included interviews with Americans in all 50 states and Washington, D.C. The margin of sampling error is plus or minus 3.02 percentage points. You can read more about the topline results here.
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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.