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	<title type="text">Jake Bittle | Vox</title>
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	<updated>2025-08-28T20:32:45+00:00</updated>

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			<title type="html"><![CDATA[20 years after Katrina, New Orleans is back where it started]]></title>
			<link rel="alternate" type="text/html" href="https://www.vox.com/climate/459718/hurricane-katrina-new-orleans-levees-twenty-years-disaster" />
			<id>https://www.vox.com/?p=459718</id>
			<updated>2025-08-28T16:32:45-04:00</updated>
			<published>2025-08-29T07:30:00-04:00</published>
			<category scheme="https://www.vox.com" term="Climate" /><category scheme="https://www.vox.com" term="Natural Disasters" />
							<summary type="html"><![CDATA[This story was originally published by Grist and is reproduced here as part of the Climate Desk collaboration. It has been 20 years since New Orleans’ faulty levee system failed during Hurricane Katrina, causing a flood that claimed almost 1,400 lives and inflicted more than $150 billion in economic damage. The catastrophe was so bad [&#8230;]]]></summary>
			
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<img alt="Parts of New Orleans that flooded from Hurricane Katrina" data-caption="" data-portal-copyright="Drew Angerer/Getty Images via Grist" data-has-syndication-rights="1" src="https://platform.vox.com/wp-content/uploads/sites/2/2025/08/GettyImages-1163411882_new-orleans-levees.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
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<p class="has-text-align-none"><em>This story was originally published by </em><a href="https://grist.org/extreme-weather/katrina-levees-new-orleans-army-corps-trump-landry/">Grist</a><em> and is reproduced here as part of the <a href="https://www.climatedesk.org/">Climate Desk</a> collaboration. </em></p>

<p class="has-drop-cap has-text-align-none">It has been 20 years since New Orleans’ faulty levee system failed during Hurricane Katrina, causing a flood that claimed almost 1,400 lives and inflicted more than $150 billion in economic damage. The catastrophe was so bad that some doubted the city could continue to exist at all — the US House speaker at the time&nbsp;<a href="https://www.nbcnews.com/id/wbna9164727" target="_blank" rel="noreferrer noopener">declared</a>&nbsp;that rebuilding New Orleans “doesn’t make sense” and that much of it “could be bulldozed.”</p>

<p class="has-text-align-none">Rather than just patch up the damage, which would have left one of the country’s most iconic cities exposed to every future storm, the federal government doubled down on flood protection, building a new $14.4 billion levee system that ranks as one of the most sophisticated anywhere in the world.&nbsp;</p>

<p class="has-text-align-none">Over the course of a decade, the US Army Corps of Engineers rebuilt and expanded almost 200 miles of levees across three parishes. It outfitted every major channel and canal with a gate that could swing shut during surge events. On the east side of the city, where storm surge had overtopped its old levees, it built the&nbsp;<a href="https://www.floodauthority.org/the-system/lake-borgne-surge-barrier/" target="_blank" rel="noreferrer noopener">Lake Borgne Surge Barrier</a>, a 2-mile wall that could stop as much as 26 feet of surge. On the three canals where it had built shoddy flood walls, it built new ones and&nbsp;<a href="https://www.mvn.usace.army.mil/Portals/56/docs/PAO/PCCP%20%202022%20fact%20sheet.pdf" target="_blank" rel="noreferrer noopener">massive pump stations</a>&nbsp;that can remove an Olympics-sized swimming pool of water from the city every 3.5 seconds. It also decommissioned the&nbsp;<a href="https://www.mvn.usace.army.mil/Missions/Environmental/MRGO-Ecosystem-Restoration/History-of-MRGO/" target="_blank" rel="noreferrer noopener">Mississippi River-Gulf Outlet</a>, or “Mr. Go,” a large shipping channel that had destroyed protective marshland around New Orleans and funneled Katrina’s storm surge into the city.</p>

<p class="has-text-align-none">But for all the success of the new levee system, the future of New Orleans remains uncertain.&nbsp;</p>
<img src="https://platform.vox.com/wp-content/uploads/sites/2/2025/08/LBSB-construction-closeup-e1756239234893.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="A construction worker repairing the Lake Borgne Surge Barrier" title="A construction worker repairing the Lake Borgne Surge Barrier" data-has-syndication-rights="1" data-caption="A construction worker repairs the Lake Borgne Surge Barrier, which straddles the wetlands east of New Orleans. The Army Corps of Engineers built the structure to withstand as much as 26 feet of storm surge. | Lee Celano/AFP/Getty Images via Grist" data-portal-copyright="Lee Celano/AFP/Getty Images via Grist" />
<p class="has-text-align-none">The sea levels around the city are rising by&nbsp;<a href="https://news.tulane.edu/pr/study-finds-record-breaking-rates-sea-level-rise-along-us-southeast-and-gulf-coasts-2010" rel="noreferrer noopener" target="_blank">about half an inch every year</a>&nbsp;as climate change warms the oceans and melts glaciers. The city itself is sinking even faster than that, with some sections of the levee system settling by&nbsp;<a href="https://www.science.org/doi/10.1126/sciadv.adt5046" rel="noreferrer noopener" target="_blank">almost 2 inches each year</a>&nbsp;— faster than the rate of change that the Corps projected when it built the system. This elevation change makes the new levee system less effective with each year, requiring constant repairs and expansions.&nbsp;</p>

<p class="has-text-align-none">Even landmark structures like the Lake Borgne barrier may lose a few feet off their protection capacity by the middle of the century. That would put them within a hair’s breadth of being topped by storms such as Hurricane Michael, which delivered almost 20 feet of surge to Florida in 2018.&nbsp;</p>

<p class="has-text-align-none">“Since 2005, several storms have made landfall on the Gulf Coast that far exceed the stated design capacity of the new ‘risk reduction system,’” said Andy Horowitz, a historian at the University of Connecticut and the author of a <a href="https://www.hup.harvard.edu/books/9780674271074">book on Hurricane Katrina</a>. “It’s just chance, or luck, that one of them didn’t hit New Orleans. One day, inevitably, one will.”</p>

<p class="has-text-align-none"><a href="https://grist.org/culture/as-climate-change-fractures-communities-folklorists-help-stitch-them-back-together/"></a>The Corps maintains that the system is working as designed, but federal and state cuts could jeopardize the system’s resilience even further. The Trump administration has already eliminated funding for the Corps and the Federal Emergency Management Agency (FEMA) for <a href="https://grist.org/politics/fema-moves-to-end-one-of-its-biggest-disaster-adaptation-programs/">key resilience projects</a> and <a href="https://www.nola.com/news/environment/new-orleans-levees-hurricanes-corps-of-engineers-katrina/article_5aa8ee3b-9e56-4368-b15e-5b1aa2c31976.html" target="_blank" rel="noreferrer noopener">levee inspections</a>. Republican-controlled Louisiana is following suit. Protecting New Orleans through the end of the century, against climate-fueled hurricanes, will require the exact whole-of-government effort that the Trump administration is trying to end.</p>

<p class="has-text-align-none">“The system that we have is a good system,” said Sandy Rosenthal, a citizen activist and the founder of the website&nbsp;<a href="http://levees.org/" rel="noreferrer noopener" target="_blank">Levees.org</a>. Rosenthal was responsible for&nbsp;<a href="https://www.wwltv.com/article/news/local/words-whispered-in-water-sandy-rosenthals-fight-against-the-army-corps-of-engineers-on-octavias-book-shelves/289-f67af9c9-7302-4691-bd88-34e4b32e2d91" rel="noreferrer noopener" target="_blank">exposing the Corps’ original design errors</a>&nbsp;after Katrina. “But for the first time since the levees were completed, I’m actually concerned.”</p>

<p class="has-text-align-none"></p>

<p class="has-drop-cap has-text-align-none">New Orleans has been an engineered city for centuries. Subsidence and wetlands loss have driven the city to sink below sea level, turning it into a kind of bowl between the Mississippi River and Lake Pontchartrain. Even the French settlers of the early 18th century had to use levees to keep the city from flooding. Almost the entire perimeter of New Orleans is now lined with either earthen levees or concrete walls. When it rains, pumps carry water up and out of the bowl, the same way you would bail out a canoe.&nbsp;</p>

<p class="has-text-align-none">This levee system has had many iterations, but the one that existed at the time of Hurricane Katrina was the federal government’s project. The Army Corps of Engineers, which is the nation’s flood-protection agency, had built around 125 miles of barricades around the city over the second half of the 20th century.</p>

<p class="has-text-align-none">The best way to describe this system is the old Woody Allen quip about restaurants: “The food here is terrible, and the portions are too small.” The Corps made serious engineering mistakes when it built flood walls along canals that funnel water away from the city’s densest neighborhoods. But even the levees it built “correctly” in the eastern part of the city, closest to the Gulf of Mexico, were too small. In other parts, there were no defenses at all.</p>

<p class="has-text-align-none">When Katrina sent storm surge barreling toward New Orleans, the old system failed in at least six places. The wall of water rushed over the tops of the levees, and the canals that were supposed to channel water out of the city shattered, flooding neighborhoods with water and silt. FEMA bungled the emergency response and took several days to deliver critical supplies, turning the disaster into a true humanitarian crisis.</p>
<img src="https://platform.vox.com/wp-content/uploads/sites/2/2025/08/Chinook-London-Avenue-canal-e1756239206454.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="A Chinook helicopter drops sandbags into a breach along the London Avenue canal in New Orleans during Hurricane Katrina" title="A Chinook helicopter drops sandbags into a breach along the London Avenue canal in New Orleans during Hurricane Katrina" data-has-syndication-rights="1" data-caption="A Chinook helicopter drops sandbags into a breach along the London Avenue canal in New Orleans during Hurricane Katrina. After the storm, the Army Corps of Engineers spent almost $1 billion to close the city’s outfall canals and build stronger walls alongside them. | Jerry Grayson/Helifilms Australia PTY/Getty Images via Grist" data-portal-copyright="Jerry Grayson/Helifilms Australia PTY/Getty Images via Grist" />
<p class="has-text-align-none">Katrina itself was not all that powerful, especially compared to the Category 5 monsters that now strike the Gulf in most years, but it exposed every engineering flaw in the Corps’ structure. The American Society of Civil Engineers called it “<a href="https://www.propublica.org/article/us-army-corps-engineers-usace-mistakes-timeline">the worst engineering catastrophe in US history</a>.”</p>

<p class="has-text-align-none">Despite some initial skepticism about the cost of the rebuild, the federal government’s response was to throw money at the problem. In the decade after Katrina, Congress allocated more than $14 billion to the Army Corps of Engineers to protect the whole city against a hypothetical 100-year storm, or one that has a 1 percent chance of happening in a given year. It was classified as a repair project, rather than new construction, which meant the feds picked up the entire tab.</p>

<p class="has-text-align-none">The new Hurricane and Storm Damage Risk Reduction System (HSDRRS) comprises a network of hundreds of discrete projects touching every corner of the city. It no longer purports to offer “hurricane protection,” as the previous system did, but rather “risk reduction.”</p>

<p class="has-text-align-none">“The new system that’s in place now is the first time New Orleans has ever had a complete approach to dealing with water,” said Ed Link, a civil engineer at the University of Maryland. Link helped lead the government-appointed task force that evaluated the Katrina levee failures. “The old system was not a system — we called it a ‘system’ in name only.”</p>

<p class="has-text-align-none">The Corps completed the major pieces by 2012 and finished its final work by 2018, a remarkable turnaround time for an agency that often spends two or three decades on major capital projects. The system passed its earliest tests: New Orleans took 9 feet of storm surge from Hurricane Isaac in 2012 and took another direct hit from Category 5 Hurricane Ida in 2021. During these storms, things worked the way they were supposed to: The storm surge barriers kept out the waters of the Gulf, and the pump stations stopped rainwater from flooding the city. Rosenthal said Ida showed that the system “passed the ultimate test.”</p>

<p class="has-text-align-none">Whether it will always pass that test is another question. The federal government no longer maintains the system; that job is now the responsibility of the Southeast Louisiana Flood Protection Authority.&nbsp;</p>

<p class="has-text-align-none">Though now in local hands, the authority still relies on the Corps for levee-inspection funding. The Trump administration has already&nbsp;<a href="https://www.usatoday.com/story/news/nation/2025/05/23/lake-boat-ramp-beach-closures-usace/83650440007/" rel="noreferrer noopener" target="_blank">cut its budget</a>, with Republicans in Congress&nbsp;<a href="http://democrats-appropriations.house.gov/news/press-releases/delauro-kaptur-condemn-trumps-politicization-critical-army-corps-construction" rel="noreferrer noopener" target="_blank">proposing even further reductions</a>. The Corps said it&nbsp;<a href="https://www.nola.com/news/environment/new-orleans-levees-hurricanes-corps-of-engineers-katrina/article_5aa8ee3b-9e56-4368-b15e-5b1aa2c31976.html" rel="noreferrer noopener" target="_blank">doesn’t have the money</a>&nbsp;to inspect New Orleans’ levees this year or next. Much of the system’s maintenance funding also comes from local governments, some of which have chafed at the cost of keeping the levees at the Corps’ standards after Katrina.&nbsp;</p>
<img src="https://platform.vox.com/wp-content/uploads/sites/2/2025/08/17th-Street-canal-e1756238882218.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="A pedestrian walks along the 17th Street Canal in 2007, near the levee wall that failed during Hurricane Katrina. " title="A pedestrian walks along the 17th Street Canal in 2007, near the levee wall that failed during Hurricane Katrina. " data-has-syndication-rights="1" data-caption="A pedestrian walks along the 17th Street Canal in 2007, near the levee wall that failed during Hurricane Katrina. The Army Corps of Engineers built a new levee system around New Orleans after the storm, but that system itself is sinking as land subsides. | Chris Graythen/Getty Images via Grist" data-portal-copyright="Chris Graythen/Getty Images via Grist" />
<p class="has-text-align-none">Louisiana’s new Republican governor, Jeff Landry, has also attempted to take control of the Southeast Louisiana Flood Protection Authority this year, giving himself&nbsp;<a href="https://www.nola.com/opinions/guest_columns/politics-climate-environment-floods-levees-louisiana/article_f5fc5748-98d3-41d3-a62c-734ade259510.html" rel="noreferrer noopener" target="_blank">more influence</a>&nbsp;over what had been an independent board and slashing funding for line items like&nbsp;<a href="https://www.facebook.com/groups/neworleansgroupsierraclub/posts/10170462106223504/" rel="noreferrer noopener" target="_blank">cutting levee grass</a>. His moves to undo post-Katrina governance reforms caused three members to&nbsp;<a href="https://www.wwltv.com/article/news/local/orleans/flood-protection-board-members-resign-amid-leadership-concerns/289-00fd1201-5078-4f5b-8ba2-94c26283abaa" rel="noreferrer noopener" target="_blank">resign in March</a>. Landry has selected a new board chair,&nbsp;<a href="https://thelensnola.org/2025/08/01/red-flags-at-the-levee-board/" rel="noreferrer noopener" target="_blank">fired that chair</a>, and installed a new chair through what critics say&nbsp;<a href="https://www.nola.com/news/environment/jeff-landry-new-orleans-hurricanes-levees-katrina/article_22da0e23-e9b8-4930-befe-1a024c5b2ced.html" rel="noreferrer noopener" target="_blank">may be illegal means</a>.</p>

<p class="has-text-align-none">If that wasn’t enough, New Orleans is still sinking. The city pumps its drinking water from underground aquifers, and levees farther up the Mississippi River have blocked the sediment that once replenished the delta on which the city sits. In addition, the Gulf of Mexico itself is rising by a few millimeters a year due to global warming. With these two factors combined, the relative sea level rise in Louisiana is higher than almost anywhere in the world.</p>

<p class="has-text-align-none">The Corps was aware of climate change when it built the new system, but it was planning for a moving target. Congress gave the agency enough money to build a flood network that would protect against a “100-year flood” event, but the height required to protect against such an event changes each year as land subsides and the Gulf of Mexico rises. Because these rates are very hard to predict, and may be accelerating, the Corps has to inspect the levees at regular intervals and elevate the ones that are sinking fastest. </p>

<p class="has-text-align-none">“The 100-year criteria is no longer a valid way to design things, primarily because it changes all around now,” Link said. “We added a certain amount of subsidence and a certain amount of sea level rise to our calculations, but we didn’t put enough.”</p>

<p class="has-text-align-none">Corps spokesperson Ricky Boyett said the agency is confident that the system will provide 100-year protection through 2057, provided it has the money to lift up the earthen levees every few years. It also said it is preparing to expand the system west toward Baton Rouge and studying how to extend that 100-year level of protection for New Orleans through at least 2073, even with further subsidence.</p>

<p class="has-text-align-none">“The goal is always to stay ahead of it,” Boyett said. The major concrete structures, like the surge barrier, were built with enough spare height to last through 2057, but only if sea levels rise as the Corps predicted — and new research from Tulane University suggests that these structures are sinking too. </p>

<p class="has-text-align-none">The Corps also readily admits that bigger storms are possible. The HSDRRS would reduce the damage from these storms, but would not stop them altogether. As for whether it will ever build a 200-year or 500-year system, one that would be robust enough to stop supersized storms such as Hurricane Ian or Hurricane Michael, the Corps can offer no guarantees. Such funding would depend on Congress, which tends to act after big disasters rather than before them.</p>
<img src="https://platform.vox.com/wp-content/uploads/sites/2/2025/08/Al-Naomi-USACE-e1756239287984.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="Al Naomi, a senior official with the Army Corps of Engineers, explains the New Orleans levee system at a public meeting. The Corps faced significant criticism for design flaws in its pre-Katrina levee network. | Paul J. Richards/AFP/Getty Images via Grist" data-portal-copyright="Paul J. Richards/AFP/Getty Images via Grist" />
<p class="has-text-align-none">Another problem is that levees are only supposed to be one part of a broader approach to resilience, and the federal and state governments are now neglecting the other parts of that approach. Landry, the Louisiana governor, just scrapped a <a href="https://www.nola.com/news/environment/louisiana-coast-mid-barataria-diversion-jeff-landry-fisheries/article_4a396e96-dd8a-4ae6-8c11-027477bda973.html" target="_blank" rel="noreferrer noopener">$3 billion sediment diversion project</a> that would have created 30,000 acres of new hurricane-slowing wetlands, bowing to pressure from a vocal group of oyster fishermen. The city, meanwhile, has pursued a novel project to slow down subsidence by <a href="https://storymaps.arcgis.com/stories/044499f8d7b54d81815cd25d55ad65e0" target="_blank" rel="noreferrer noopener">capturing rainwater</a>, but that project depends on funding from federal resilience programs that President Donald Trump is trying to cut. </p>

<p class="has-text-align-none">“I’m not minimizing the importance of the hard levees and the other structures, but the natural stuff is as important, if not more important,” said Charles Allen, a New Orleans activist who founded an organization to support the flooded Lower Ninth Ward after Katrina. He now serves as the Gulf Coast community engagement director at the National Audubon Society. “We can’t just throw up something, turn our back, and say, ‘Oh, it’s gonna be fine.’ … Now two decades have passed, and we are still fiddling.”&nbsp;</p>

<p class="has-text-align-none">In the meantime, the hard levees are all New Orleans has.</p>

<p class="has-text-align-none">Massive civil works projects like the HSDRRS may soon look like the product of a bygone era. The second Trump administration has purged the federal civil service and called for drastic reductions to government spending, and Trump has said he wants the states to take on a greater share of disaster preparedness costs. If that model continues past his presidency, it might threaten the Corps model of proposing large capital projects that depend on money from Congress, the projects that can extend a city’s probable lifespan by a century or more.&nbsp;</p>

<p class="has-text-align-none">While the new system isn’t perfect, it does demonstrate what the government can do if it tries, says Horowitz.&nbsp;</p>

<p class="has-text-align-none">“I used to think of the post-Katrina ‘risk reduction system’…as the bare minimum, but subsequent events have reminded me that, of course, Congress could have done less,” he said. “It could have done nothing, which has been its response to many crises since. It could even engage in action that makes matters worse.”</p>
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			<title type="html"><![CDATA[California overhauled its insurance system. Then Los Angeles caught fire.]]></title>
			<link rel="alternate" type="text/html" href="https://www.vox.com/climate/394176/los-angeles-fires-palisade-insurance-climate-crisis" />
			<id>https://www.vox.com/?p=394176</id>
			<updated>2025-01-15T11:08:47-05:00</updated>
			<published>2025-01-09T11:25:00-05:00</published>
			<category scheme="https://www.vox.com" term="Climate" /><category scheme="https://www.vox.com" term="Natural Disasters" />
							<summary type="html"><![CDATA[This story was originally published by Grist and is reproduced here as part of the Climate Desk collaboration. On Tuesday, after a ferocious Santa Ana windstorm blew through Southern California, a severe brush fire broke out in the wealthy Pacific Palisades neighborhood of Los Angeles, burning at least 1,000 structures and forcing hundreds of thousands of residents to evacuate [&#8230;]]]></summary>
			
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<img alt="A person is silhouetted in front of a burning house, holding up a phone taking a photo of it." data-caption="A house burns as residents try to escape the site in Pacific Palisades. A fast-moving wildfire has forced thousands to evacuate, with officials warning that worsening winds could further escalate the blaze." data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.vox.com/wp-content/uploads/sites/2/2025/01/GettyImages-2192441648.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
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<p class="has-text-align-none"><em>This story was originally published by <a href="https://grist.org/extreme-weather/california-overhauled-its-insurance-system-then-los-angeles-caught-fire/">Grist</a> and is reproduced here as part of the <a href="https://www.climatedesk.org/">Climate Desk </a>collaboration. </em></p>

<p class="has-text-align-none">On Tuesday, after a ferocious Santa Ana windstorm blew through Southern California, a severe brush fire <a href="https://www.fire.ca.gov/incidents/2025/1/7/palisades-fire" target="_blank" rel="noreferrer noopener">broke out in the wealthy Pacific Palisades</a> neighborhood of Los Angeles, burning at least <a href="https://www.cbsnews.com/live-updates/california-windstorm-fuels-pacific-palisades-wildfire-as-residents-flee-live-updates/#post-update-fae8efab" target="_blank" rel="noreferrer noopener">1,000 structures</a> and forcing hundreds of thousands of residents to evacuate as of Thursday morning.<strong> </strong>Another large brush fire <a href="https://www.fire.ca.gov/incidents/2025/1/7/eaton-fire" target="_blank" rel="noreferrer noopener">broke out near Pasadena</a> around the same time, killing at least two people. Together the two blazes threatened some of the most valuable homes and businesses in the United States. The damage from the Palisades Fire alone could exceed $10 billion, according to a <a href="https://www.businessinsurance.com/pacific-palisades-wildfire-losses-could-reach-10b-j-p-morgan/" target="_blank" rel="noreferrer noopener">preliminary estimate from JP Morgan</a>.</p>

<p class="has-text-align-none">If this estimate holds true, it will test insurers’ commitment to a market that has been teetering on the verge of collapse for the better part of a decade now. Over the past five years, California has become a poster child for what climate-fueled weather disasters can do to a state’s home insurance market. Following a rash of historic wildfires in&nbsp;<a href="https://www.nytimes.com/interactive/2017/10/21/us/california-fire-damage-map.html" target="_blank" rel="noreferrer noopener">2017</a>&nbsp;and&nbsp;<a href="https://grist.org/article/californias-camp-fire-was-the-most-expensive-natural-disaster-worldwide-in-2018/">2018</a>, insurance companies have&nbsp;<a href="https://grist.org/housing/state-farm-california-insurance-wildfire/">fled the state</a>,&nbsp;dropped <a href="https://grist.org/economics/in-wildfire-prone-areas-homeowners-are-learning-theyre-uninsurable/">tens of thousands of customers</a>&nbsp;in flammable areas, and raised prices by&nbsp;<a href="https://finance.yahoo.com/news/california-homeowners-feeling-crushed-double-100700275.html" target="_blank" rel="noreferrer noopener">double-digit percentages</a>.</p>

<p class="has-text-align-none">Until recently, elected officials have taken few major steps to address the crisis. But late last month, after more than a year of drafting, California’s insurance commissioner unveiled a set of reforms that he claimed will bring companies back into the fold as they take effect this year.&nbsp;</p>

<p class="has-text-align-none">“This is a historic moment for California,” said Ricardo Lara, the state’s insurance commissioner, when he <a href="https://www.insurance.ca.gov/0400-news/0100-press-releases/2024/release065-2024.cfm">revealed the rules in December</a>. “With input from thousands of residents throughout California, this reform balances protecting consumers with the need to strengthen our market against climate risks.”</p>

<p class="has-text-align-none">The rules come after months of debate among state insurance officials, lawmakers, insurance companies, and consumer advocates. The biggest change is that California will now require many insurance companies to do more business in what the state calls “distressed areas,” the fire-prone scrubland and mountain regions where insurers are now hiking prices and dropping customers. Companies will soon have to ensure that their market share in these areas is at least 85 percent of their total statewide market share — in other words, if a company controls 10 percent of the state’s insurance market, it must control at least 8.5 percent of the market in fire-prone areas.&nbsp;</p>

<p class="has-text-align-none">This mandate should push big companies like State Farm and Allstate to pick up customers they’ve dropped in flammable regions like the mountainous north of the state. Some companies have already begun to offer new policies in burned areas in anticipation of the state’s new rules: the insurance company Mercury&nbsp;<a href="https://www.insurancejournal.com/news/west/2025/01/08/807226.htm" rel="noreferrer noopener" target="_blank">announced last week</a>&nbsp;that it will be the first insurance company in the state to offer new policies in Paradise, California, which was destroyed in the catastrophic 2018 Camp Fire. The move recognizes the town’s work to&nbsp;<a href="https://grist.org/extreme-weather/camp-fire-anniversary/">mitigate future fires</a>&nbsp;by clearing trees and hardening homes.</p>

<p class="has-text-align-none">The requirement to expand coverage, coupled with recent announcements from companies like Mercury, “should give consumers hope that competition and options will be returning,” said Amy Bach, the head of insurance customer advocacy group <a href="https://uphelp.org/about/">United Policyholders</a>, in a statement.</p>

<p class="has-text-align-none">In return for this added coverage, the state is making a few big tweaks that will allow insurers to pass on the price of fire risk to their customers. California is the only state in the country that doesn’t allow insurance companies to use forward-looking “catastrophe models” when they set prices. It also prohibits companies from factoring in the rising costs of reinsurance, the insurance purchased by insurance companies to ensure they’re able to pay out big claims.</p>

<p class="has-text-align-none">These two restrictions have kept prices artificially low for years, and also prevented insurers from planning for climate change impacts, creating a de facto subsidy for homeowners in risky areas.&nbsp;</p>

<p class="has-text-align-none">“This addresses the major stumbling blocks that companies have been identifying for a decade, so that’s a positive,” said Rex Frazier, the president of the Personal Insurance Federation of California, the state’s leading insurance trade group.&nbsp;</p>

<p class="has-text-align-none">This trade-off has some residents in fire-prone areas worried. Insurance companies might now have to offer more policies in flammable zones, but they also have more latitude to increase prices.&nbsp;</p>

<p class="has-text-align-none">“I’m not optimistic that it will improve the experience of the consumer, as the insurers can now pass certain costs onto consumers, which I’m expecting will result in higher premiums,” said Jason Lloyd, who moved to mountainous Lake County last spring. He and his wife came to the area because they wanted to be closer to his wife’s family, but when they made an offer on a home, they learned that they would have to pay more than $8,000 a year for insurance, or else go to the California FAIR Plan, a state-run insurance program that offers minimal coverage.&nbsp;</p>
<img src="https://platform.vox.com/wp-content/uploads/sites/2/2025/01/GettyImages-2192407263.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="Seen from the beach below, a firefighter on a road above sprays down a pile of charred, twisted rubble, formerly a house on the beach." title="Seen from the beach below, a firefighter on a road above sprays down a pile of charred, twisted rubble, formerly a house on the beach." data-has-syndication-rights="1" data-caption="Beachfront homes are devastated by the Palisades fire in Malibu, California. | Brian van der Brug/Los Angeles Times via Getty Images" data-portal-copyright="Brian van der Brug/Los Angeles Times via Getty Images" />
<p class="has-text-align-none">Lloyd and his wife later bought another home in Hidden Valley Lake, a town that has taken ambitious steps to reduce flammable vegetation, but their insurance premium is still more than $4,500 a year, more than triple what it was on their last home in Kansas. Lloyd is worried that his insurance company will hike his price further under the new rules.</p>

<p class="has-text-align-none">Other states across the West, such as Colorado and Oregon, are also seeing insurance coverage gaps emerge after big wildfires, though their problems are less acute than those in the Golden State. In Colorado, for instance, officials just recently established a&nbsp;<a href="https://www.insurancebusinessmag.com/us/news/catastrophe/colorado-launches-fair-plan-to-aid-highrisk-property-owners-516858.aspx" target="_blank" rel="noreferrer noopener">state fire insurance backstop</a>&nbsp;like California’s FAIR Plan, since it’s only in the past few years that customers there have been dropped en masse. California’s grand bargain with the insurance industry provides a blueprint for those other states: If you want to address coverage gaps, you need to give insurers broader authority to set prices.&nbsp;</p>

<p class="has-text-align-none">Even this might not be enough. The past few years have seen a reprieve from major wildfires like the ones that struck in 2017 and 2018, but this week’s blazes in the Los Angeles area could cause billions of dollars of damage, on par with an event like the Camp Fire.</p>

<p class="has-text-align-none">Joel Laucher, a former regulator and fire insurance expert at the consumer advocacy organization United Policyholders, said the damage from the Los Angeles blazes could lead to further price hikes and more availability gaps.</p>

<p class="has-text-align-none">“These are going to be major losses, certainly,” he told Grist. “Certain areas are definitely going to have new challenges, to the degree that insurers are going to be able to charge to the rate they believe those areas deserve to pay.” Laucher said insurance companies may not decline to renew as many policies as they might have under previous state rules, but they could still avoid selling policies in some of the affected areas.</p>

<p class="has-text-align-none">Frazier, of the insurance trade group, voiced similar concerns. He said another round of monster blazes on the scale of 2017 and 2018 could drive the insurance industry away from the state once again, despite the commissioners’ reforms.&nbsp;</p>

<p class="has-text-align-none">“If we were to have a couple more unprecedented years, all bets are off,” he told Grist.&nbsp;</p>
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			<author>
				<name>Jake Bittle</name>
			</author>
			
			<title type="html"><![CDATA[Why Big Tobacco sends 20-somethings to pass out cigarette coupons in bars]]></title>
			<link rel="alternate" type="text/html" href="https://www.vox.com/the-goods/2019/7/10/20679203/cigarette-marketing-campaigns-reynolds-camel-american-spirits" />
			<id>https://www.vox.com/the-goods/2019/7/10/20679203/cigarette-marketing-campaigns-reynolds-camel-american-spirits</id>
			<updated>2019-07-10T11:10:44-04:00</updated>
			<published>2019-07-10T11:11:13-04:00</published>
			<category scheme="https://www.vox.com" term="Money" />
							<summary type="html"><![CDATA[If you hang out long enough at Ottobar, a dive-y college bar in Baltimore near Johns Hopkins University, there&#8217;s a good chance a young person wearing a lanyard will approach you and ask if you smoke tobacco. If you say yes, this person will give you a coupon redeemable at a nearby convenience store to [&#8230;]]]></summary>
			
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<img alt="" data-caption="Cigarette companies like Reynolds, which owns Camel and American Spirit, employ unusual in-person marketing techniques. | JEFF HAYNES/AFP/Getty Images" data-portal-copyright="JEFF HAYNES/AFP/Getty Images" data-has-syndication-rights="1" src="https://platform.vox.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/18276836/GettyImages_56629754.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
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	Cigarette companies like Reynolds, which owns Camel and American Spirit, employ unusual in-person marketing techniques. | JEFF HAYNES/AFP/Getty Images	</figcaption>
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<p>If you hang out long enough at Ottobar, a dive-y college bar in Baltimore near Johns Hopkins University, there&rsquo;s a good chance a young person wearing a lanyard will approach you and ask if you smoke tobacco. If you say yes, this person will give you a coupon redeemable at a nearby convenience store to buy a pack of Camels, Newports, or American Spirits for around $4, up to three times cheaper than the sticker price.</p>

<p>This person&rsquo;s badge will say only that they are a &ldquo;brand ambassador&rdquo; and their business card will identify them as an employee of <a href="http://www.mediastarpromo.com/casestudies/">Media Star Promotions</a>, a branded marketing company. They are in fact working on behalf of R.J. Reynolds, the second-largest tobacco company in the United States. For at least the past decade, Reynolds has used thousands of these ambassadors, employed through third-party vendors such as Media Star, as part of an in-person outreach program that operates in cities around the country.&nbsp;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>“Even as a cigarette user, it’s a little fucked up that I’m out here trying to get people to keep smoking”</p></blockquote></figure>
<p>Other tobacco companies also have in-person advertising initiatives &mdash; club promotions and music festival tents among them &mdash; but Reynolds&rsquo;s seems to be the most robust, and over time it has become a key part of the company&rsquo;s marketing strategy. There is little publicly available information about how it works, and multiple former brand ambassadors told Vox that the program is ineffective and poorly monitored by Media Star managers. In order to reach their quotas, the ambassadors said they frequently bent company-imposed rules about who can be marketed to and when &mdash; rules designed to keep Reynolds in compliance with federal tobacco regulations.&nbsp;</p>

<p>&ldquo;The more I worked there, the sketchier it got,&rdquo; says Josh Thomas, who worked as a brand ambassador for Reynolds last year in Tampa, Florida. &ldquo;I mean, it starts to feel weird. Even as a cigarette user, it&rsquo;s a little fucked up that I&rsquo;m out here trying to get people to keep smoking, giving them discounts so they don&rsquo;t quit.&rdquo; Thomas said that in his nine months with Media Star, he knows he got at least two people hooked on cigarettes.&nbsp;</p>

<p>The rise of an in-person marketing program like this one highlights how drastically federal regulations and the rise of vaping have changed the American tobacco industry. The juggernaut of &ldquo;Big Tobacco&rdquo; is far from dead, but it has certainly been hobbled, forcing cigarette manufacturers to rely for customer outreach on a constellation of part-time employees working gigs that, in addition to being potentially shady, are downright strange.</p>
<h2 class="wp-block-heading">How the “brand ambassador” programs work</h2>
<p>The coupon program is designed to provide Reynolds with smokers&rsquo; emails and home addresses, but it&rsquo;s constrained by a number of self-imposed rules in order to prevent brand ambassadors from giving coupons to minors or people who don&rsquo;t already smoke. Here&rsquo;s how it works: When an ambassador approaches a person who confirms they&rsquo;re a smoker, the ambassador then scans that person&rsquo;s ID and enters their email address, phone number, and home address into a handheld device. The person is then given a paper coupon they can redeem for a cheap pack of cigarettes, and Reynolds can email or snail-mail them more promotions.&nbsp;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>Ambassadors aren’t allowed to post their whereabouts on social media</p></blockquote></figure>
<p>Media Star emphasizes in employee trainings that the outreach is not intended to create new smokers but rather to draw customers away from popular cigarette brands such as Marlboros, which are manufactured by the other major tobacco conglomerate, Philip Morris. The company instructs new brand ambassadors to end conversations with people who give any indication they don&rsquo;t smoke tobacco or aren&rsquo;t at least 21 years old (the current age to buy cigarettes in some states).&nbsp;</p>

<p>Ambassadors must also follow strict rules imposed by Reynolds about when and how to engage with potential clients: They must leave the premises if the media show up at a bar where they&rsquo;re working, for instance, and aren&rsquo;t allowed to post their whereabouts on social media.&nbsp;They also work in gas stations, close to one of the most common points of sale for tobacco, but they&rsquo;re strictly forbidden from conducting transactions in the presence of minors: If a brand ambassador is working in a gas station and a mother comes in with her child, the brand ambassador must put their badge away and move to the other side of the store to ensure the child is out of earshot, even if the mother wants a coupon.</p>
<h2 class="wp-block-heading">A brief history of tobacco marketing and regulations</h2>
<p>This type of advertising program is not new to the industry. Cigarette companies have used in-person promotions at bars and clubs to boost sales for decades. In the early 2000s, for instance, Reynolds sent &ldquo;cigarette fairies&rdquo; to give out Camel coupons at bars and built air-conditioned &ldquo;Newport Pleasure Lounges&rdquo; at concerts and music festivals. In the 1990s, nearly 20 years before the advent of social media, the company attempted a &ldquo;<a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2845302/">viral marketing campaign</a>&rdquo; to spread the word about its Eclipse brand of smokeless cigarettes via word-of-mouth conversations and online discussion.&nbsp;</p>

<p>&ldquo;When the tobacco companies got into this kind of marketing, it was when they were getting scrutiny for marketing to kids,&rdquo; said Pam Ling, a professor at the University of California San Francisco who studies tobacco marketing. &ldquo;If they operated in bars, though, they could argue they were only selling in an adult environment. Plus, they know young adults are pretty savvy about marketing &mdash; this kind of program helps the companies integrate marketing in a way that seems more natural and meshes with social interactions.&rdquo;</p>

<p>(In a statement to Vox, the Campaign for Tobacco-Free Kids said that Reynolds&rsquo;s program &ldquo;shows that [tobacco companies] continue to market cigarettes in ways that attract young, price-sensitive customers&#8230;[these] companies claim that they want to reduce smoking, but their actions clearly show otherwise.&rdquo; A representative from the Food and Drug Administration said the department didn&rsquo;t have any relevant information on Reynolds&rsquo;s program or similar initiatives.)</p>

<p>But as the federal government has cracked down on tobacco advertising over the past few decades, in-person marketing has become increasingly important for cigarette companies with few other legal options. Starting in the 1960s, Congress gradually imposed a <a href="https://www.cdc.gov/tobacco/data_statistics/by_topic/policy/legislation/index.htm">series of marketing regulations</a> on tobacco companies, banning them from advertising on television and requiring them to print mandatory warning labels on their products. The companies held on nonetheless, but in 2009, President Barack Obama signed a sweeping law that gave the FDA full control over regulation of the tobacco industry. This law led to a <a href="https://publichealthlawcenter.org/sites/default/files/fda-5.pdf">series of new restrictions</a> that prohibited cigarette giveaways, brand sponsorships, billboards, and most multimedia advertising in public places.&nbsp;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>“If they operated in bars, though, they could argue they were only selling in an adult environment”</p></blockquote></figure>
<p>So while other industries have taken advantage of targeted social media ads and digital video, the government has kept tobacco companies back in the 20th century, forcing them to rely mostly on analog media and to cover their product packaging with large, intimidating labels. These restrictions &mdash; combined with the impact of a <a href="https://truthinitiative.org/who-we-are/our-history/master-settlement-agreement">massive public health campaign</a> funded by Big Tobacco pursuant to a 1998 court settlement &mdash; have accelerated a longtime decline in smoking, cutting <a href="https://www.ncbi.nlm.nih.gov/books/NBK294310/figure/ch2.f1/">per capita cigarette consumption</a> by more than 50 percent since 1990.&nbsp;</p>

<p>The rise of vaping hasn&rsquo;t helped: As e-cig sales exploded, the <a href="https://www.ft.com/content/8964014c-5598-11e9-91f9-b6515a54c5b1">monthly decline in US cigarette sales</a> went from 3 percent in late 2017 to 8 percent earlier this year. While companies like Reynolds and Philip Morris are still profitable on a global scale &mdash; cigarette sales are rising in low-income countries and Reynolds also sells nicotine replacements and other alternative products &mdash; the companies&rsquo; best option for &ldquo;targeted&rdquo; advertising in the US market these days is to go into bars and ask people for their emails and home addresses.</p>

<p>&ldquo;This kind of marketing turned up quite a bit after the [settlement],&rdquo; said Ling. &ldquo;Obviously they&rsquo;re really interested in getting detailed customer information, and they can&rsquo;t really do that except by getting people into the system through these programs. Once they get their data, though, if they can send them a digital coupon or get them to download an app, they get a direct channel to do more microtargeting of their customer base and monitor their behavior.&rdquo;</p>
<h2 class="wp-block-heading">Brand ambassadors report being encouraged to bend the rules</h2>
<p>In interviews with Vox, former brand ambassadors said the program was often shady and ineffective, with the coupons easily passing into the hands of nonsmokers or being claimed by repeat customers. And although at $25 an hour for 15 to 20 hours a week, the brand ambassador position represents a lucrative job for many people, the former employees said that management&rsquo;s pressure to meet email quotas sometimes forced them into stressful or vulnerable situations.</p>

<p>A former brand ambassador named Katya said, for instance, that if her team wasn&rsquo;t meeting their quotas on a given night, the heads of her program in Milwaukee sometimes sent employees to bars that hadn&rsquo;t consented to host them, telling them to get as many new email addresses as they could before bar owners realized they were there. (In 2013, seeking to crack down on similar behavior, the city of Chicago sued Reynolds for distributing coupons in a bar without a license.)</p>

<p>&ldquo;Lots of us would bend the rules because it was such a big thing for us to get more names and emails,&rdquo; said Katya, who worked as a brand ambassador for two years until late 2017. &ldquo;There&rsquo;d be times when they&rsquo;d tell us to do whatever it takes to keep the numbers up, but the whole time I was there, the numbers were going down.&rdquo;&nbsp;</p>

<p>The only real monitoring of employees in the field came in the form of random &ldquo;audits&rdquo; done by higher-ups who show up in advertising locations unannounced, but the former employees told Vox that these were few and far between &mdash; although one former brand ambassador said her manager once showed up to the bar in a wig to spy on her. Meanwhile, Thomas said, his coworkers often posted their whereabouts on Snapchat, shared coupons with their friends, or gave them out to occasional smokers in order to boost their numbers.&nbsp;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>“There was really no accountability”</p></blockquote></figure>
<p>&ldquo;There was really no accountability,&rdquo; Katya said, &ldquo;so a lot of times people would just give the coupons to people they knew to get their numbers up, or they&rsquo;d stop working before they were off the clock and drink on the job. They could tell when we checked in and out, and we had quotas, but other than that, there wasn&rsquo;t really any way for them to tell what we were doing.&rdquo; (The ambassadors&rsquo; handheld devices also tracked their locations.) If Media Star learned an employee had broken the rules, it would simply terminate them &mdash; there was no shortage of young adults in Katya&rsquo;s area looking for flexible, decently paid gig work.</p>

<p>Some female brand ambassadors also said that even when they worked in bars with a partner, approaching men to offer them coupons sometimes put them in danger. Crystal, who worked as a brand ambassador in the Detroit area, said that on one occasion, when her partner went to the bathroom, she feared for her safety after meeting a group of male customers.</p>

<p>&ldquo;While I was talking to a man, his friend started making really inappropriate remarks,&rdquo; she said, &ldquo;and they got worse as we went along. My partner walked by to use the restroom and didn&rsquo;t recognize my cues &hellip; it was the kind of situation that makes you want to crawl out of your skin.&rdquo;</p>

<p>Media Star higher-ups conducted annual reviews of each city&rsquo;s program in order to determine whether it was worth renewing, and managers focused above all else on meeting those goals. But on many nights, the former employees said, especially when the ambassadors worked bars, most of their contacts would be repeat clients coming around to collect their coupons.&nbsp;</p>

<p>&ldquo;If we got the same people, the managers would say, &lsquo;Well, you need to get new names,&rsquo;&rdquo; said Stacy, who also worked as a Tampa brand ambassador in 2015. &ldquo;Ninety percent of the time I&rsquo;d show up and the same old faces would just line up to get their coupons. It definitely caused people to stay smoking for longer, but I don&rsquo;t know if it got more customers into the system.&rdquo;</p>

<p>&ldquo;That was a weird job,&rdquo; Stacy added. &ldquo;Just, straight up, a weird job. But I needed a job.&rdquo;</p>
<figure class="wp-block-pullquote alignleft"><blockquote><p>“That was a weird job. Just, straight up, a weird job. But I needed a job.”</p></blockquote></figure>
<p>Some former employees, though, insist that their stints as brand ambassadors were more or less issue-free. Hillary, who worked as a brand ambassador in Dallas, said she &ldquo;loved the job&rdquo; and that &ldquo;management were awesome about everything, and strict about the tobacco laws.&rdquo; She said that she often ran into people in bars who&rsquo;d converted to Reynolds brands after she&rsquo;d given them a coupon.</p>

<p>Reynolds declined to provide Vox with information about how large the program is, where it operates, or how effective it is. In a statement, a spokesperson said the company &ldquo;has demonstrated that our operating companies&rsquo; next-generation innovative products can be marketed responsibly to adult tobacco consumers. &hellip; Responsible marketing is central to our organization&rsquo;s values.&rdquo;&nbsp;</p>

<p>Media Star Promotions, when asked to comment on its contract with Reynolds and the experiences of the brand ambassadors interviewed for this article, said the company &ldquo;has a clear and comprehensive training program that communicates a very strict procedure for our Brand Ambassadors&rdquo; and noted that all employees undergo quarterly refresher trainings about tobacco marketing regulations. A spokesperson confirmed it&rsquo;s common for brand ambassadors to engage with repeat customers over the course of their employment.</p>

<p>For a company that has long been portrayed as part of all-powerful Big Tobacco to engage in what is essentially hand-to-hand coupon distribution might seem surprising, but it&rsquo;s indicative of how radically tobacco consumption has changed in the United States in recent years. Now that the meteoric rise of vaping has accelerated the death-by-a-thousand-cuts decline started by federal regulation in the United States, cigarette brands that were once titans of industry are now using inefficient, anachronistic tactics to fight for their share of a dwindling market.&nbsp;</p>

<p>The tobacco companies aren&rsquo;t going down without a fight. As their domestic cigarette revenues fall, both Reynolds and Philip Morris are attempting to cash in on other opportunities, such as the burgeoning e-cigarette market. Last year <a href="https://www.cnbc.com/2019/03/04/reynolds-tobacco-debuts-e-cigarette-commercial-tightens-online-sales.html">Reynolds rolled out a vaping product, Alto</a>, and had brand ambassadors in select areas hand out coupons for vape kits and pods instead of cigarettes. Thomas distributed a batch in downtown Tampa shortly before leaving Reynolds and said they sold like hotcakes &mdash; he ran out after a few hours.</p>

<p><strong>Update:</strong> this story has been updated with a statement from The Campaign for Tobacco-Free Kids.</p>

<p><a href="http://vox.com/goods-newsletter"><em>Sign up for The Goods&rsquo; newsletter.</em></a><em> Twice a week, we&rsquo;ll send you the best Goods stories exploring what we buy, why we buy it, and why it matters.&nbsp;</em></p>
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