What is the Panic Industry?

The world is going through one of the most difficult moments in modern history. After the Covid-19 pandemic and the resulting economic and health crises, the wars in Ukraine and the Middle East are destabilizing the global order, bringing insecurity and fear. On top of all this, climate change, amid bombs, drones, and missiles, is only getting worse. A few months ago, the Doomsday Clock recorded a historic low of 89 seconds to midnight, sending a clear warning: find solutions, or the apocalypse will be imminent. However, the message seems to have been heeded not by the powerful, who continue with provocations and escalations, but by citizens, especially Americans. According to a report by the New York Times, the panic industry is experiencing its biggest boom since the Cold War. American citizens are preparing for the worst, investing billions of dollars in nuclear bunkers, fortresses, tunnels, weapons, medicines, and supplies. The industry dedicated to moments of despair has been active since the Cold War years, but it was once accessible only to billionaires willing to invest enormous sums for their safety. Today, that's no longer the case.

According to a 2023 survey reported by the New York Times, one-third of American adults are preparing for an apocalyptic scenario, with a total annual expenditure of 11 billion dollars. The Financial Times confirms that the design, construction, and sale of nuclear shelters and private tunnels have seen a global surge, drastically lowering costs. Companies like The Panic Room Company and Nuclear Bunker Company, which used to offer bunkers ranging from $130,000 to over $3 million, now also offer more affordable solutions. Ron Hubbard, CEO of Atlas Survival Shelters, told the New York Times that his company sells bunkers for $20,000, specifically designed to be accessible to the middle class. Looking at the global market, the numbers back him up. NPR reports that in the United States, the nuclear shelter sector will grow from $137 million in 2023 to $175 million by 2030, while the global underground bunker market could reach $36.7 billion by 2030, with an annual growth rate of 9.85%.

And in Italy? Fear, as we know, knows no borders. Even in the Bel Paese, the demand for bunkers has exploded. According to a Euromedia Research survey published in La Stampa in March 2025, 42.2% of Italians fear a Third World War; among young people, the percentage rises to 85.4%. It is therefore not uncommon to come across TikTok profiles promoting nuclear bunkers, involving influencers, as in the case of ilmiobunker, the account of a company from Cremona that has seen construction requests increase by 200% in three years and by 30% since January 20, the day of Trump's inauguration. However, despite their spread and popularity, the effectiveness of shelters remains uncertain. According to FEMA (Federal Emergency Management Agency), in case of a nuclear attack, taking shelter in basements or interior rooms away from exterior walls could already offer protection for about 24 hours, while in the companies’ affordable bunkers, protection extends to 72 hours. That said, no one can guarantee total safety, especially in the worst-case scenario of prolonged attacks. With global tensions rising, the demand for customized security solutions is likely to continue growing. The industry will have to address challenges such as public perception, the actual effectiveness of shelters, and ethical implications, such as profiting from people's fear. Perhaps it is better to be aware of the reality we live in and act to improve it, rather than panicking and believing thata  nuclear apocalypse is inevitable and imminent.