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Everything you need to know — including one big (potential) drawback.

The humble water heater, like your fridge or septic tank, is the type of home technology that you only notice if and when it breaks. For most homeowners, that’s every 13 years. But if you’re on a mission to decarbonize your life, you might want to rethink your current set-up, and perhaps consider a makeover. Per the Department of Energy, water heating accounts for roughly 18% of the average household’s energy use, making it the second largest energy expense in any home.
Back in April, the DOE released new residential water heater standards that it says will save American households approximately $7.6 billion per year on their energy bills “while significantly cutting energy waste and harmful carbon pollution.” The standards will also, in effect, phase out electric resistance water heaters, which currently account for half the U.S. market, in favor of more energy-efficient heat pump water heaters by 2029. If any of that confuses you, read on. We’re breaking down everything you need to know about this oft-forgotten, basement-dwelling home technology, from the taxonomy of water heater types to tax credit and rebate tips to product recommendations.
Andy Meyer is a senior program manager at Efficiency Maine, an independent agency that implements energy efficiency programs in the state. His team is responsible for providing resources on heat pump water heaters to Maine residents, who buy one out of every 10 purchased in the U.S.
Ben Foster is vice president of operations at Barnett Plumbing & Water Heaters, a leading heat pump water heater contractor in California. He’s also developed loaner water heater programs supported by TECH Clean California, and notes that most contractors don’t have access to loaner programs:
Joseph Wachunas is a senior project manager at the New Buildings Institute, a nonprofit working to reduce emissions and deliver climate solutions through the built environment. At NBI, he heads up the Advanced Water Heating Initiative, which aims to decarbonize water heating through heat pump water heaters.
“Heat pump water heaters are simple to install — any plumber or handy person can do it — but plumbers may not be familiar with them. So if you talk with a plumber who has concerns, consider calling another plumber,” Meyer told me. “Again, Mainers have installed over 70,000 in the last 12 years. They are no longer new.”
A heat pump water heater is made up of a compressor, storage tank, condenser, evaporator coil, fan, backup heating elements, and refrigerant. The compressor, located in the upper compartment of the water heater, uses refrigerant to heat the water in the storage tank (via the condenser, which acts as a heat exchanger). The evaporator coil and fan work to change refrigerant from liquid back to gas after the water has been heated. The backup electric heating elements kick in only in periods of high demand to ensure consistent hot water supply.
A common misconception about heat pumps in general is that they don’t work in colder climates. This is not at all the case — half of electric water heaters in Maine, for instance, are now heat pumps. As long as they are installed indoors and in an area where pipes won’t freeze (typically, a basement), heat pump water heaters work throughout the year in all climates, according to Meyer and Wachunas. The rule of thumb, per the DOE, is to install your heat pump water heater in locations that remain in the 40 degree to 90 degree Fahrenheit range year-round.
Per the DOE, replacing your standard electric water heater with a heat pump water heater can save you up to 10% on your electricity bill, reducing your water heating energy consumption and costs by up to 70%.
The number one mistake homeowners make when it comes to their water heaters is waiting until they’re broken to replace them. This severely limits your options for new water heaters — as Foster notes, no one “wants to go days without hot water, let alone weeks,” and it can take weeks or even months to fit your home for a heat pump water heater. (We’ll get into why a bit later.)
“A lot of contractors, if you want a heat pump and you have a leaking water heater that needs to be replaced today, they're just going to convince you to go with gas,” Foster said.
Some contractors have loaner water heater programs, so you can temporarily use a gas heater in an emergency situation, but these programs are few and far between. If you’ve had your water heater for 10 years or more — even if it’s working just fine — it might be time to think about replacing it. If you do, you’ll need to consider a few things about your home and lifestyle, especially if you’re considering a heat pump water heater:
Heat pump water heaters require a significant amount of space. Per Pacific Northwest National Laboratory, heat pump water heaters can require more than 6 feet of height clearance to account for their air filters, as well as a 3-foot diameter space to provide clearance for the drain pan and other connections. Additionally, the heat pump water heater should be positioned so the exhaust outlet is at least 8 inches away from a wall, door, or ceiling.
Also, since heat pump water heaters work by drawing heat from the surrounding air, they require 700 cubic feet of unenclosed space surrounding the water heater location. While it is possible to install a heat pump water heater in a location with insufficient air volume (for instance, by installing the water heater with a door equipped with top and bottom grills), this would require extra work from your contractor. Taking all these measurements into account, this basically means that a heat pump water heater requires a 10-foot by 9-foot room with an 8-foot-tall ceiling.
Heat pump water heaters also require monthly and yearly service, Meyer told me. You should change the water filter every two to six months, and clear the condensate lines to ensure your unit doesn’t get clogged with mold or bacteria. Additionally, if your unit is a hybrid, you’ll have to keep an eye on its anode rod, which can become corroded over time and lead to heating issues. You’ll have to flush your heat pump water heater annually to avoid corrosion.
If you’re going to DIY it, understanding your household’s water needs is key to sizing and installing a new heat pump water heater. First, determine your house’s peak hour demand (the maximum amount of water your house uses in one hour per day) using this worksheet from the DOE. You can then use that number (measured in gallons) to determine what size heat water heater to buy — look at the heater’s first hour rating, a.k.a. the amount of hot water the heater can supply per hour, starting with a tank full of hot water. You’ll want your heater’s first hour rating to be equal to (or ideally, higher than) your peak hour demand.
Though you should use the worksheet to determine your unique peak hour demand, a general rule is that households of one to two people should use a 50-gallon water heater, while households of three or more people should use a 65- to 80-gallon tank. The average family uses 50 gallons of hot water per day, Wachunas explained. “So even if you have lots of showers in the morning, your heat pump in two to four hours will heat that water back up and you have plenty of extra supply.”
If you’re between two sizes of heat pump water heaters, always upsize, Foster said. This ensures that the heat pump is the primary source of heat, as opposed to the much less efficient backup electric mechanisms. In other words, it’s far more efficient (and less expensive!) for a larger heat pump water heater to heat a few extra gallons of water using the heat pump than it is for a smaller heat pump water heater to have to use its electric elements to keep up with excess demand.
Since many heat pump water heaters have certain voltage requirements, you may have to upgrade your electrical panel for 240-volt hardwired service. The cost and time involved in having your service upgraded can vary and depends on whether the power lines coming into your house are above ground. If they’re underground, Foster explained, a contractor will have to excavate and run new cables, which can take over a year. The best way to determine if you’ll need to upgrade your service is to have a trusted contractor do an assessment on your home. (This is also why it’s essential to plan in advance.)
Basements are always the best places for heat pump water heaters, regardless of climate. Other common locations for installation include garages, interior rooms, and rooms outside the thermal envelope, like attached sheds and utility rooms. The garage does not have to be insulated if outdoor temperatures are usually above 50°F, but if temperatures dip below freezing and the garage is uninsulated, it’d be best to consider another location. Interior rooms, like laundry or IT rooms, are a great choice because a heat pump water heater can utilize any waste heat generated by the equipment in the room. Finally, rooms outside the thermal envelope, like attached sheds, can be even more efficient than interior spaces in hot or warm climates because of the excess hot air.
Feeling ready to go shopping? Here’s everything you need to know about the buying and installation process.
This plug-in model caused quite a stir when it came out two years ago, and for good reason. Its low voltage allows it to be plugged into a standard outlet, making it a great fit for smaller homes with fewer residents, or anyone in need of a quick fix. (This is also a relatively foolproof choice for DIYers because of the quick and easy installation process.) For those wanting a model with a bit more flexibility but still an easy install, there’s the A.O. Smith Signature 900 Plug-in Hybrid, which is more expensive but has the added benefit of back-up electric resistance elements that help with higher hot water demand. Alternatively, you can go for the 120-Volt Rheem ProTerra Plug-in Water Heater with HydroBoost, which utilizes a mixing valve for maximum hot water output.
If app functionality is especially important to you, Rheem’s ProTerra line might be particularly appealing. The EcoNet app allows users to monitor the hot water heater from their phone, with status updates on potential leaks as well as compressor health, hot water availability and the unit’s set water temperature.
Another solid choice for larger families, for roughly the same price, is A.O. Smith’s Signature 900 80-Gal. For further durability, consider Bradford White’s Aerotherm Series water heaters, which can only be purchased through a qualified contractor, but are frequently praised for their resilience and anti-microbial technology.
Split-system heat pump water heaters are the answer for truly huge houses, where the heat pump itself is outside while the storage tank remains inside. “You can chain together as many heat pump units as you want with as many storage tanks as you want,” Foster said. “So you can create as big a system as you want.” While split-system heat pump water heaters are much less widely-available in the U.S. than they are in Asia and Europe, you can purchase this one online. SANCO is also shipping a new fifth generation unit soon, Quit Carbon advises, which may prove more cost-effective and will qualify for more rebates in California.
The quietest HPWH on the market, at 45 decibels, is made by A.O. Smith, according to Foster. It’s available in 50, 65, and 80 gallon sizes, so it can accommodate a variety of household types. Another quiet option is LG’s Inverter Heat Pump Water Heater, though LG is much newer to the heat pump water heater game than Rheem and A.O. Smith, so it may be more difficult to find qualified contractors.
Three more expert contractors I spoke with — Nate Adams, a longtime HVAC insulation and sealing contractor in West Virginia who specializes in electrification retrofits for homeowners; John Semmelhack, an HVAC consultant and the owner of Think Little, a building science consulting firm specializing in mechanical system design for passive house and net-zero energy homes; and Tim Portman, the owner of Portman Mechanical, specializing in electrification, heating and cooling, and home performance — had concerns about heat pump water heater installations.
Adams said heaters he’s installed have had a 50% failure rate, while Portman and Semmelhack cite a 60% failure rate. These issues have seemingly cropped up after 2018 and are almost entirely occurring with A.O. Smith and Rheem’s fifth generation of water heater models; older generations performed and continue to perform much better. “All my installs from 2014-2018 are still running to my knowledge,” says Adams. “Which is a big part of my frustration— we had this figured out already.”
The specific causes of these failures vary, spanning from tanks bursting to heat pumps losing charge, according to Adams. Semmelhack and Portman, meanwhile, pointed mainly to refrigerant leaks and compressor issues. (A.O. Smith and Rheem did not respond to requests for comment.) “All of the failures are happening inside the first year of operation,” noted Semmelhack. “So it's happening pretty quick, which makes us think that it's a factory problem and not an environmental problem inside the household.”
Semmelhack and Portman are hopeful about Cala’s new heat pump water heaters, which use an AI-powered control system to forecast hot water demand and heat the water in the tank accordingly with a heat pump. They’re aiming to start shipping those units in 2025, and you can preorder and learn more 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.