Preparing for a world without markets: legitimising strategies of preppers

Abstract

‘Prepping’–the storing of food, water and weapons as well as the development of self-sufficiency skills for the purpose of independently surviving disasters–is an emerging market as well as an expression of generalised anxiety about existential threats (e.g. technological collapse and catastrophic climate change). Whilst accounts of eccentric prepping are common in mainstream media, there is little empirical investigation into how consumers imagine and prepare for a temporary or permanent halt to functioning market systems, and with it, a consumer society. A netnography of European preppers reveals prepping to be an anticipatory mode of practicing for a post-market, post-consumer society before it becomes a reality. We find that preparation is a struggle for cognitive legitimacy through four different modes: vulnerabilising the market, common-sensing market signals, othering civilian consumers and unblackboxing objects.