We live in an era shaped by climate crises, pandemics, and political polarization. Global instability also plays a role. One group of consumers has taken matters into their own hands: doomsday preppers. Preppers are often caricatured in popular media as conspiracy theorists or fringe survivalists. However, they actually reflect a growing trend in modern consumer behavior. They manage risk individually when collective systems feel unreliable.

A recent study by Hunter Jones and Eric Arnould (2025) titled “Mythologized Counter-Futures and Self-Protective Consumption” provides valuable insights. It reveals how these consumers perceive the world. It also shows how they respond to it. Their findings speak directly to larger shifts in consumer trust, institutional legitimacy, and the evolving role of the marketplace.

The Decline of Institutional Trust

Preppers prepare for what they call “SHTF” scenarios—moments when “shit hits the fan.” These are not just imagined disasters like nuclear war or civil unrest. They are deeply personal and socially constructed visions of collapse based on real anxieties. What unites many preppers is a common perception: institutions no longer work.

Whether it is government agencies, healthcare systems, or media organizations, preppers often express what researchers call reflexive doubt. This doubt leads them to believe that they cannot rely on traditional structures to protect them during crises. Instead of advocating for reform, they redirect their energy toward preparing themselves. This reflects a shift in consumer behavior, where the individual is seen as the most trustworthy actor in uncertain times.

The Market as a Substitute for Institutions

Although preppers may distrust political and institutional actors, they maintain an interesting relationship with the market. In fact, many place greater trust in consumer goods, online tutorials, and retail infrastructure than in any form of public service. They buy water purification systems, solar panels, non-perishable food, and first-aid kits. They follow influencers who teach survival skills. They view companies like Amazon or Walmart as more reliable than the state.

Jones and Arnould describe this as self-protective consumption. It is a form of consumer behavior. In this behavior, people use market choices to manage risk. They do this instead of relying on systemic solutions. The market becomes not just a place of transaction, but a symbolic space of safety and preparedness.

The Power of Narrative

One of the most compelling ideas in the study is the concept of “mythologized counter-futures.” These are narrative frameworks that preppers use to imagine how the future might unravel. They are not just fantasizing about doomsday. They are creating meaning and structure in an unpredictable world. This storytelling is often organized around heroic identities, survival quests, and moral clarity. It offers a sense of control when traditional structures appear fragile.

For marketers and consumer researchers, this is highly relevant. Products and brands are not just tools in these narratives. They become talismans—symbols of agency, resilience, and preparation.

What Marketers Should Learn

There are three key lessons for those working in marketing or studying consumer behavior:

1. Trust is moving away from institutions and toward individualized action. Consumers are not waiting for governments or experts. They are solving problems through products and communities.
2. Emotions shape consumption. Fear, anxiety, and uncertainty are driving factors behind self-protective consumer behavior. Brands need to understand these emotional landscapes without exploiting them.
3. Meaning matters. Consumers use stories to make sense of risk. Marketing that taps into deeper narratives of safety, transformation, or autonomy will resonate more powerfully.

---

Doomsday preppers are not just preparing for collapse. They are showing a new trend in consumption for the 21st century. If the system cannot be trusted, the market will provide. Understanding this shift is essential for anyone seeking to navigate the future of consumer behavior.

Reference:

Hunter Jones – Eric J. Arnould (2025) Mythologized Counter-Futures and Self-Protective Consumption: A Netnography of Doomsday Preppers. Journal of Consumer Research.