Wilkesboro, NC – July 4, 2025 — By David Davis — On July 3rd, during NBC’s Hallie Jackson NOW news hour, US Safe Room, a North Carolina-based leader in tornado shelter manufacturing, was nationally featured in a segment reported by Yamiche Alcindor. The broadcast highlighted America’s growing focus on disaster readiness—especially among younger generations—and cast a national spotlight on US Safe Room’s life-saving solutions.
A Surge in Shelter Demand, Especially Among Millennials and Gen Z
As extreme weather events increase in frequency and severity, younger Americans are taking proactive steps to prepare. NBC reported that Millennials and Gen Z are purchasing survival kits, medical supplies, and storm shelters at rates higher than older generations—a trend that has fueled exponential growth for US Safe Room.
“Our [tornado shelter] business has grown immensely over the last five years,” said Joe Greene, spokesperson for US Safe Room.
Headquartered in Wilkesboro, North Carolina, US Safe Room manufactures a wide range of FEMA P-361 and ICC-500 compliant safe rooms and tornado shelters engineered to protect lives during EF-5 tornadoes, wildfires, hurricanes, and other disasters.
Engineered for the Worst, Built for Peace of Mind
Unlike basic underground bunkers or panic rooms, US Safe Room’s shelters are built with industry-certified solid weld construction, advanced anchoring systems, and integrated options for emergency power, ventilation, and biometric access. These shelters serve residential customers, school districts, commercial job sites, and municipal agencies across the country.
The NBC segment described the company’s offerings as “a variety of shelters geared toward companies or people looking for protection from tornadoes, wildfires, and storms”.
A Cultural Shift Toward Preparedness
Supporting this growth is new national data: a 2024 FEMA survey cited in the segment found that 83% of Americans have taken at least three disaster preparedness actions—a significant increase from years past.
NBC’s Alcindor contextualized the movement, noting that while there’s prepping, “then there’s bunkering.” The segment underscored that being prepared is smart—but surviving and thriving still relies on more than steel and supplies.
Douglas Rushkoff on the Importance of Community
Technology theorist and media commentator Douglas Rushkoff also appeared in the segment, offering a sobering reminder that community—rather than confinement—is key to resilience in a crisis.
“It really takes a lot of people to survive,” said Rushkoff, emphasizing that mutual aid and local collaboration are more critical than isolationism when facing large-scale disasters.
This message aligns with US Safe Room’s broader mission: building not just safety products, but resilient communities capable of withstanding and recovering from disaster.
National Recognition for a Local Manufacturer
For US Safe Room, this national spotlight affirms years of investment in engineering, compliance, and customer service. With an increasing number of municipalities, schools, and homeowners looking to protect lives with structural solutions, US Safe Room stands ready with rapid deployment, custom builds, and reliable guidance.
“We’re proud to serve communities across the country,” said Joe Greene, “and we’re honored to be recognized on a national stage for doing work that truly saves lives.”
NBC News Spotlights US Safe Room in National Feature on America’s Booming Bunker Business
In a July 3, 2025 segment aired during NBC’s Hallie Jackson NOW, US Safe Room was prominently featured as part of a national report exploring America’s growing demand for residential and commercial storm shelters and bunkers. The segment highlights how increased concerns over natural disasters and national security have sparked a surge in demand for reinforced shelter solutions.
US Safe Room, a North Carolina-based manufacturer of tornado-rated safe rooms and community shelters, was showcased for its innovative, above-ground units that offer FEMA-rated protection, advanced construction engineering, and rapid deployment across the country. With insight from company representative Joe Greene and commentary from cultural analyst Douglas Rushkoff, the piece emphasizes the critical role these shelters play in modern emergency preparedness.
This feature marks an important milestone in public awareness around tornado safety and highlights US Safe Room as a national leader in reliable storm shelter solutions.
▶ Watch the Full NBC Segment: NBC News Video
Ready to protect what matters most?
Learn more about our FEMA-compliant tornado shelters and download our free Storm Safety Planner at:
https://ussaferoom.com/storm
