# So Cal Emergency Elitism Private Firefighters Save Homes of Rich By Ben Preiss | Published 2007-10-30 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/private-firefighters-homes-rich-southern-california References: [latimes](http://www.latimes.com/business/la-fi-richfire26oct26,1,4295538.story?ctrack=1&cset=true) & [bloomberg](http://www.bloomberg.com/apps/news?pid=20601087&sid=af3wCbWHvK4w&refer=home) If you thought that the [wildfires that swept through Southern California](https://www.trendhunter.com/trends/california-wildfire-relief) destroyed the homes of the rich and middle class equally, you were wrong. It turns out that wealthy customers of insurer AIG who pay premiums of at least $10,000 a year and own homes with a value of at least $1 million get to have a [private firefighting company](https://www.trendhunter.com/trends/firedrone-by-empa) come and spray their homes with Phos-Chek fire retardant foam. That's the same foam used by the [U.S. Forest Service](https://www.trendhunter.com/trends/masterclass-cyberwarfare). Other rich and famous have automatic foam spraying systems that sense the fires approach. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 62% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### What Makes This Trend Stand Out - **Private Firefighting Services:** Opportunity for private companies to offer firefighting services exclusively to wealthy customers, providing enhanced protection and peace of mind during natural disasters. - **High-value Home Insurance:** The rise of custom insurance packages for affluent homeowners, offering specialized services such as private firefighting and automatic foam spraying systems. - **Disparity in Disaster Response:** Increasing awareness of the unequal distribution of resources during natural disasters, prompting discussions on socio-economic inequalities and the need for more equitable emergency response. ### Sectors Adopting This - **Insurance:** Insurance companies exploring innovative coverage options and services tailored to the unique needs of high-value homeowners. - **Private Security:** Growing demand for private security firms specializing in disaster response and protection for affluent individuals and properties. - **Emergency Management:** Government agencies and organizations reevaluating emergency response strategies to address the unequal distribution of resources and improved disaster response for all communities. ## Related on Trend Hunter - [Wildfire-Preventative Hillside Homes](https://www.trendhunter.com/trends/agd.md) - [In-House Fire Prevention Devices](https://www.trendhunter.com/trends/fire-fighter.md) - [Firefighter-Supporting Beer Initiatives](https://www.trendhunter.com/trends/protect-our-protectors.md) - [Sleek Fire-Resistant ADUs](https://www.trendhunter.com/trends/tetraone.md) - [Consolidated Wildfire Management Pllatforms](https://www.trendhunter.com/trends/wildfire-management.md) - [Crowdsourced Wildfire Cameras](https://www.trendhunter.com/trends/fire-watch.md) - [AI Wildfire Tracking](https://www.trendhunter.com/trends/wildfire-prevention1.md) - [California Wildfire Relief Fundraisers](https://www.trendhunter.com/trends/california-wildfire-relief.md) - [Wildfire Relief Apparel Lines](https://www.trendhunter.com/trends/clare-v.md)