Quakprep. (iPhone)

Far more than a buzzword or a hashtag, quakprep (short for Earthquake Preparedness) represents a holistic, actionable philosophy of survival. It is the bridge between fear and confidence. For the 143 million Americans living in seismic hazard zones—from the volatile Pacific Ring of Fire to the lesser-known New Madrid Seismic Zone—quakprep isn't a hobby. It is a civic duty.

But seismologists disagree. The Cascadia Subduction Zone (a 700-mile fault off the Pacific Northwest) has a 37% chance of producing a magnitude 8.0+ event in the next 50 years. In California, the probability of a magnitude 6.7 or higher earthquake in the next 30 years exceeds 99%. quakprep.

This is where enters the conversation.