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Violent tornado outbreaks, like the storms that tore through parts of St. Louis and London, Kentucky, on May 16, have made 2025 seem like an especially active, deadly and destructive year for tornadoes.The U.S. has had more reported tornadoes than normalmore than 960 as of May 22, according to the National Weather Services preliminary count.Thats well above the national average of around 660 tornadoes reported by that point over the past 15 years, and its similar to 2024the second-most-active year over that same period.The National Weather Service tracks reported tornadoes based on local storm reports, allowing for comparisons throughout the year. The red line shows 2025 through May 22. [Image: NOAA National Storm Prediction Center]Im an atmospheric scientist who studies natural hazards. What stands out about 2025 so far isnt just the number of tornadoes, but how Tornado Alley has encompassed just about everything east of the Rockies, and how tornado season is becoming all year.Why has 2025 been so active?The high tornado count in 2025 has a lot to do with the weather in March, which broke records with 299 reported tornadoesfar exceeding the average of 80 for that month over the past three decades.A deadly tornado hit London, Kentucky, on May 16, 2025, just a few weeks after another tornado outbreak in the state. [Photo: Allison Joyce/AFP/Getty Images]Marchs numbers were driven by two large tornado outbreaks: About 115 tornadoes swept across more than a dozen states March 14 to 16, stretching from Arkansas to Pennsylvania; and 145 tornadoes hit March 31 to April 1, primarily in a swath from Arkansas to Iowa and eastward. The 2025 numbers are preliminary pending final analyses.While meteorologists dont know for sure why March was so active, there were a couple of ingredients that favor tornadoes: First, in March the climate was in a weak La Nia pattern, which is associated with a wavier and stormier jet stream and, often, with more U.S. tornadoes. Second, the waters of the Gulf were much warmer than normal, which feeds moister air inland to fuel severe thunderstorms. By April and May, however, those ingredients had faded. The weak La Nia ended and the Gulf waters were closer to normal.April and May also produced tornado outbreaks, but the preliminary count over most of this period, since the March 31 to April 1 outbreak, has actually been close to the average, though things could still change.What has stood out in April and May is persistence: The jet stream has remained wavy, bringing with it the normal ebb and flow of stormy low-pressure weather systems mixed with sunny high-pressure systems. In May alone, tornadoes were reported in Colorado, Minnesota, Delaware, Florida, and just about every state in between.Years with fewer tornadoes often have calm periods of a couple of weeks or longer when a sunny high-pressure system is parked over the central U.S. However, the U.S. didnt really get one of those calm periods in spring 2025.Tornado Alley shifts eastwardThe locations of these storms have also been notable: The 2025 tornadoes through May have been widespread but clustered near the lower and central Mississippi Valley, stretching from Illinois to Mississippi.Thats well to the east of traditional Tornado Alley, typically seen as stretching from Texas through Nebraska, and farther east than normal. April through May is still peak season for the Mississippi Valley, though it is usually on the eastern edge of activity rather than at the epicenter. The normal seasonal cycle of tornadoes moves inland from near the Gulf Coast in winter to the upper Midwest and Great Plains by summer.Where local forecast centers reported tornadoes in 2025, through May 22 (data is preliminary, pending final analysis) [Image: NOAA Storm Prediction Center]Over the past few decades, the U.S. has seen a broad shift in tornadoes in three ways: to the east, earlier in the year, and clustered into larger outbreaks.Winter tornadoes have become more frequent over the eastern U.S., from the southeast, dubbed Dixie Alley for its tornado activity in recent years, to the Midwest, particularly Kentucky, Illinois, and Indiana.Meanwhile, there has been a steady and stark decline in tornadoes in the traditional tornado season and region: spring and summer in general, especially across the Great Plains.It may come as a surprise that the U.S. has actually seen a decrease in overall U.S. tornado activity over the past several decades, especially for intense tornadoes categorized as EF2 and above. There have been fewer days with a tornado. However, those tornado days have been producing more tornadoes. These trends may have stabilized over the past decade.Deadlier tornadoesThis eastward shift is likely making tornadoes deadlier.Tornadoes in the Southeastern U.S. are more likely to strike overnight, when people are asleep and cannot quickly protect themselves, which makes these events dramatically more dangerous. The tornado that hit London, Kentucky, struck after 11 p.m. Many of the victims were older than 65.The shift toward more winter tornadoes has also left people more vulnerable. Since they may not expect tornadoes at that time of year, they are likely to be less prepared. Tornado detection and forecasting is rapidly improving and has saved thousands of lives over the past 50-plus years, but forecasts can save lives only if people are able to receive them.Average number of tornadoes by month, 2000 to 2024 [Image: NOAA]This shift in tornadoes to the east and earlier in the year is very similar to how scientists expect severe thunderstorms to change as the world warms. However, researchers dont know whether the overall downward trend in tornadoes is driven by warming or will continue into the future. Field campaigns studying how tornadoes form may help us better answer this question.Remember that it only takes oneFor safety, its time to stop focusing on spring as tornado season and the Great Plains as Tornado Alley.Tornado Alley is really all of the U.S. east of the Rockies and west of the Appalachians for most of the year. The farther south you live, the longer your tornado season lasts.Forecasters say it every year for hurricanes, and we badly need to start saying it for tornadoes too: It only takes one to make it a bad season for you or your community. Just ask the residents of London, Kentucky; St. Louis; Plevna and Grinnell, Kansas; and McNairy County, Tennessee.Listen to your local meteorologists so you will know when your region is facing a tornado risk. And if you hear sirens or are under a tornado warning, immediately go to your safe space. A tornado may already be on the ground, and you may have only seconds to protect yourself.Daniel Chavas is an associate professor of atmospheric science at Purdue University.This article is republished from The Conversation under a Creative Commons license. Read the original article.
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E-Commerce
Ordinarily, we think of procrastination as something to avoid or correct, but in reality, it can have some legitimate benefits. From giving us time to reflect and collect new information to creating urgency for the work, procrastination comes with some surprising advantages. Were wise to consider how we can perform our best. With so much to do and so little time, reconsidering our efficiency is smart. Our most ingrained habits may not actually be the best strategies for our success. Rethinking procrastination may be one of the most unexpected ways to reset our work habits, and one of the most effective. Rethinking why we procrastinate If you procrastinate, youre in good company. Almost everyone procrastinates sometimes, and about. According to research reported by the American Psychological Association, 20% of people are chronic procrastinators. Procrastination can occur for many reasons. We may not have the skills necessary to tackle a responsibility, or we may avoid a task that we expect to be unpleasant. We may feel uncertain or anxious about how to complete a task, or we may feel frustrated that its something we have to deal with. Essentially, we sometimes use procrastination to regulate moods or emotions. In addition, procrastination is partly genetic. This discovery was based on twin studies published in Psychological Science. But like many genetic traits, there is also an environmental component. You may be predisposed to procrastinate because of your genes, but you also have significant choice and control over your behavior. One of the most important elements of procrastination is whether you hit your deadlines. If you procrastinate but ultimately complete your tasks on time, you can experience some positive effects of procrastination. But if you procrastinate and ultimately miss important due dates (like, say, not filing your taxes by April 15), then youre likely undermining your own success. Constructive procrastination doesnt have to be an oxymoron. Heres how to find the sweet spot for reaping its rewards. Constructive procrastination If youre still able to get things done but you just work through them at your own speed, youre in a position to gain some terrific benefits from procrastination. Here are the best advantages: 1. Procrastination gives you time to reflect If you dive into a project immediately, you may not have taken the time to ponder the problem, explore the solution, or determine how you want to present your work. Its beneficial to take the time you need to examine something from all angles, consider your own perspectives, and reflect deeply on an issue so you can deal with it appropriately. So, hone your ideas and sharpen your thinking, and then dig in. 2. It gives you time to clear your decks Another benefit of procrastination is clearing your mind for the big thing that you need to get done. If youre procrastinating by doomscrolling or bingeing your favorite show, you wont get the benefits. But if youre getting small but otherwise legitimate tasks done, you can gain advantage from this approach. Get little things out of the way, including sending that quick email or starting that load of laundry. Doing so can give you more energy and allow you to dedicate greater focus to the bigger thing that will take more effort. 3. It creates a sense of urgency One of the most common beliefs about procrastination is that by putting off a project, we create a healthy sense of urgency, which in turn helps us perform better. And this may be true. The Eisenhower Matrix was developed based on President Dwight D. Eisenhowers approach to prioritization. Essentially, it identifies tasks that are important, urgent, both, or neither. According to research published in the American Journal of Pharmaceutical Education, were best at taking action and giving our full attention to tasks that are both urgent and important. Embrace procrastination to transition tasks from being simply important to both important and urgent, and thereby establish a sense of positive pressure to make decisions, execute, and get things done. 4. Procrastination lets you obtain input Another benefit of procrastination is the opportunity to obtain additional information and input. By creating more time, you can ask for ideas and expertise from others. You can also do more of your own research to help ensure you have all the necessary information before you tackle your project. For example, perhaps you have to recommend tactics for your team to get things done more successfully. By taking more time, you can read a few articles on time management or learn more about the best practices for project management. You can also meet with a leader whose team is known for regularly accomplishing ambitious goals and ask them what they do to ensure their success. All of these can help you deliver a better set of suggestions for your team. Take time to seek, learn, and expand your thinking in order to contribute to the quality of your final outcome. 5. It gives you space to get inspired If you must accomplish a project and you just cant get excited about it, sometimes it helps to turn away from it and look for inspiration in other places. Putting something on the back burner and going for a walk or spending time in nature, for example, can do wonders for your energy and inspire new ideas. Research published in the Journal of Experimental Psychology found that going for a walk outside helped people to create not only a greater number of ideas but also more unexpected ideas. Take the time to get inspired in whatever way works best for you. Get outside, listen to music, spend time with a child, or spend time on something else you enjoy in order to get inspired for the big thing you must accomplish. Procrastinating well There are positive benefits to procrastinating, but also some caveats to be aware of. First, you still have to get the task done. Procrastinating beyond the deadline or failing to deliver results doesnt have positive benefits. So procrastinate a bit, but dont let it get out of hand. You will benefit most when you accept your own processes and style. If youre too judgmental with yourself, you can detract from your effectiveness, because the negativity and pressure you impose may cause you to put off the work even more. But if you can appreciate your strengths at he same time youre always seeking to improve, youll reap the greatest rewards. Think in concrete terms. Research published in Psychological Science found that when people think in abstract or general terms about what they have to do, theyre less likely to get things done expeditiously. But when they can think about their tasks in concrete terms and be specific about what they have to get done, theyre much more successful in accomplishing results. Its important to be as optimistic as you can. Fascinatingly, when people are more optimistic about the future they are less likely to procrastinate and more likely to get things done, according to research published in Scientific Reports. You dont need to be Pollyanna or demonstrate toxic positivity, but when you anticipate a better future, it will help you invest in the present.
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E-Commerce
Growing up in rural Northern California and later serving in the military, stationed in Mississippi, I experienced firsthand the stark disparities in access to quality goods. Even finding fresh, local produce often meant bypassing the grocery store for a farm stand because the desired options simply weren’t stocked. In many communities I lived in and visited, the available choices were severely limited, creating a significant market gap that persists today. This isn’t just a social issue I observed; it’s a massive missed revenue opportunity for retailers who are overly focused on saturated urban markets while overlooking the immense potential waiting in rural and Middle America. This gap is critical as consumer packaged goods (CPG) undergoes a seismic shift. NYU Stern reports that about 33% of CPG growth now stems sustainability products, despite these representing only 18.5% of market share. This reflects a nationwide desire for products aligning with personal health, environmental consciousness, and ethical sourcing. A 2022 NielsenIQ study found that 78% of U.S. consumers say a sustainable lifestyle is important to them. The demand isnt coastal; its cultural, and a significant portion of it, particularly in America’s Heartland, remains largely untapped. The ethical consumption gap The challenge for businesses aiming to capture this values-based shopper demographic is twofold. First is a physical distribution gap. Potential customers in underserved areas often can’t find healthier, more ethical product options locally, despite attempts to seek them out. My own experiences shopping at military exchanges highlighted this. The quality difference compared to civilian stores in metro areas could be drastic, driven by the need to offer lower prices. Second is a digital discovery challenge. Even when better options are available, shoppers struggle to verify claims about manufacturing processes, ingredients, and supply chains, making them hesitant to purchase. This all contributes to the ethical consumption gap: A growing divide between what people want to buy and what they can actually access because of legacy systems in both supply and search. High-end players and e-commerce giants have made strides with programs like Amazons Climate Pledge Friendly, where products with certifications for health and sustainability are highlighted to shoppers with a green leaf. But what about the millions of Americans relying on dollar stores, regional chains, or even local military exchanges? The real opportunity sits with these retailers serving the everyday consumer. The landscape has changed Historically, understanding complex supply chains and verifying product attributes was a costly and manual process. Today, technology allows for automated data collection and verification, enabling retailers to efficiently identify, vet, stock, and promote products that meet specific standards. This democratization of data has transformed a logistical headache into a powerful competitive advantage. Yet retailers remain tethered to old approaches and often overlook rural markets. This isnt because of lack of interest but rather outdated merchandising models that havent adapted to the decentralized discovery journey. Consumers today dont wait for a store reset to find what they want. They search, scroll, and share. If your products aren’t showing up in that journey, you’re invisible. Retailers must recognize the changed consumer landscape and use data to understand their entire customer base, not just rely on assumptions about location or price sensitivity. The belief that Heartland consumers only care about price is often misguided. The reality is that many want healthier options but lack access to them. With these insights, retailers can invest in merchandising programs that highlight trustworthy products, educate their customers, and build trust. Think a dedicated section like Clean Beauty at Target or data-backed labeling like Raleys Shelf Guide. The digital shelf in particular offers a low-risk entry point as retailers can significantly expand their online assortments with verified, values-driven products without immediately overhauling physical store layouts. Analyzing online sales from specific regions can then provide the confidence needed to introduce these products into the physical stores where demand is proven. This approach directly addresses the distribution challenge while meeting consumers online, where they increasingly begin their discovery journey. Design for unmet values-based demand Fintech revolutionized access to banking for rural and underbanked populations with mobile tools and data-driven personalization. Retail has the same opportunity if it stops building its future assortment based only on past point of sale data and starts designing for unmet values-based demand. Concerns about cannibalizing sales or tight margins miss out on attracting new customer segments, especially younger, growth-driving demographics who may currently bypass these stores. It’s about growing the pie and maintaining relevance as preferences evolve. Offering these products isn’t just about ethics; it’s smart business, tapping into a proven growth category. Retailers, especially those serving rural communities, need to embrace their role in democratizing access to better products. By leveraging data, they can bridge the information and distribution gaps, empowering people in all communities to make choices that align with their values. This isn’t just about catering to an elite niche; it’s about recognizing the universal desire for healthier, more responsible consumption and making it accessible at all price points and locations. By transforming product deserts into engines of growth, retailers can unlock new revenue streams and build lasting customer loyalty. More importantly, they can contribute to a more equitable and inclusive marketplace where everyone, regardless of ZIP code and income level, has the power to choose healthier products. The future of retail isnt just urban, upscale, or algorithmic. Its rural, values-driven, and ready. Whoever closes the ethical consumption gap first wont just gain loyaltytheyll redefine retail relevance for the next decade. Kimberly Shenk is cofounder and CEO of Novi Connect.
Category:
E-Commerce
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