Survival kits for the Instagram generation are all the rage. Climate change is the biggest problem Gen Z and Millennials believe they are facing today—but according to FEMA, 60% of people don’t have an emergency plan in place. Survival kit startup Judy wants to be that resource, “in a [M]illennial-friendly aesthetic.” While some are skeptical about the premade kits and their costs, the creators claim they’ve been developed with disaster experts and government officials. The brand relies heavily on marketing targeting young consumers, including Kim Kardashian and the Real Housewives touting the signature orange crates on Instagram. (Vox)
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