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JUNE 8, 2023|ENVIRONMENT + SUSTAINABILITY


Japan's Earthquake Vending Machines and Natural Disaster Readiness


A Japanese vending machine that dispenses free food during an earthquake

What do you get when you cross one of the world's most seismically active countries with one of the most technologically advanced ones? Earthquake vending machines, quake-proof buildings and lots more.

The country has become a model in how to build resilient infrastructure to anticipate earthquakes and natural disasters. Unfortunately, there are many other regions of the world that lack the resources and knowledge on how to build back better in this way. Haiti, for example, has struggled for more than a decade to rebuild and continues to struggle. In a time when Chinese firms have aggressively pursued getting mega-construction deals across the world and then delivered substandard work, this seems like a golden engineering opportunity. What would it take to export Japan's expertise in preparing for natural disasters across the world? And why hasn't it happened yet?

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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