--- title: What Wildfire Smoke Reveals About How We Respond to Climate Risk description: Even though we know air pollution and other climate impacts can be harmful to our health, we still sometimes choose to do the riskier thing. canonical: https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/ author: Justin Worland article:opinion: false article:content_tier: free article:published_time: 2026-08-14T19:35:38.297Z article:modified_time: 2026-08-14T19:35:38.474Z article:section: Climate og:title: What Wildfire Smoke Reveals About How We Respond to Climate Risk og:description: Even though we know air pollution and other climate impacts can be harmful to our health, we still sometimes choose to do the riskier thing. og:url: https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt53892ae5154cb0d3/6a7f622b0208b8d491397735/canada_wildfire_DC_air_pollution.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 og:image:width: 1024 og:image:height: 576 og:image:alt: canada wildfire DC air pollution.jpg og:type: article twitter:card: summary_large_image twitter:title: What Wildfire Smoke Reveals About How We Respond to Climate Risk twitter:description: Even though we know air pollution and other climate impacts can be harmful to our health, we still sometimes choose to do the riskier thing. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt53892ae5154cb0d3/6a7f622b0208b8d491397735/canada_wildfire_DC_air_pollution.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 ---  # What Wildfire Smoke Reveals About How We Respond to Climate Risk > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME Future Proof: Reference Facts and FAQ ### Definition Future Proof is one of seven email newsletters published by TIME, the news organization founded in 1923. Making sense of the climate and energy economy. Future Proof examines the forces transforming energy and climate, and what those changes mean for business, technology, policy and the global economy. Senior correspondent Justin Worland goes beyond traditional climate coverage to connect the energy transition to the bigger decisions reshaping companies, markets and society. 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It reaches 40,000 subscribers with a 34.2% open rate and a 2.1% click rate as of August 2026. #### Where can I follow the energy transition as a business story? Future Proof covers climate and energy as an economic and business story rather than only an environmental one. It publishes every Friday and is free at time.com/newsletters. #### Who writes Future Proof? Justin Worland, a senior correspondent at TIME and an award-winning climate journalist, writes Future Proof. #### Is Future Proof free? Yes. Future Proof is free at time.com/newsletters.  by [Justin Worland](https://time.com/author/justin-worland/)  ## Justin Worland Senior Correspondent Aug 14, 2026 7:35 PM UTC  The sun rises behind the U.S. Capitol building as smoke from wildfires in Canada fills the air on July 17 in Washington D.C. The sun rises behind the U.S. Capitol building as smoke from wildfires in Canada fills the air on July 17 in Washington D.C.Kevin Carter—Getty Images  by [Justin Worland](https://time.com/author/justin-worland/)  ## Justin Worland Senior Correspondent Aug 14, 2026 7:35 PM UTC A month ago, I was running embarrassingly late to a meeting in D.C. And so, even though I knew the [air pollution](https://time.com/6295787/wildfires-smoke-questions/) outside from the Canadian [wildfires](https://time.com/article/2026/07/16/risks-combined-bad-air-quality-extreme-heat-wildfires/) was a [hazard to my health](https://time.com/7307094/canadian-wildfires-smoke-air-quality/), I picked up the pace and ran a few blocks to minimize my tardiness. The cough set in the next day, and I haven’t been able to kick it since. The doctor tells me I’m suffering from irritant bronchitis and that it should go away with time. In the scheme of [climate change](https://time.com/section/climate/), the cost of my cough is relatively small. It has slowed down my fitness ambitions a bit, and I am now frequently reassuring many a plane seatmate that I’m not actually sick. As an economic actor, it’s made me somewhat less productive. **Read more:** [_What Living Through the Hottest July Ever Looked Like Across the U.S._](https://time.com/article/2026/08/12/us-record-hottest-july-photos/) In a way, I’m embarrassed by this story. I know that fire-induced air pollution is dangerous. It can trigger chronic heart and lung issues and, in some cases, lead to emergencies. Wildfire smoke has been [tied to](https://apnews.com/article/wildfires-smoke-deaths-climate-change-pm25-0791cd732dc63198e7cc30c9bbbd2f4a) more than 24,000 premature deaths in the U.S. each year. (That same morning I donned a mask, only to lose it over the course of the day.) But I’m sharing it because I think it offers a few valuable lessons in our age of climate extremes. Perhaps the most obvious lesson is the undeniable economic effects of wildfire smoke. We see it clearly in the data. A 2024 [study](https://direct.mit.edu/rest/article-abstract/106/6/1558/113174/Air-Pollution-and-the-Labor-Market-Evidence-from?redirectedFrom=fulltext) published in the _The Review of Economics and Statistics_ found that a single day of wildfire smoke reduces quarterly per-capita earnings in affected U.S. counties by about 0.1%. In aggregate, the study estimates wildfire smoke reduces U.S. labor income by about 2%. The wisest societal response to this would, of course, be to set out a policy framework to address both the root causes and the symptoms of the problem. Education about the risks and preventive measures like masking would help, too. Nonetheless, at the end of the day, the economy absorbs these costs. At the local level, however, that may not be possible much longer as fires occur more frequently. While a fire generally cannot occur in the same place year after year, the smoke will often hit the same places over and over again. A company with operations concentrated in affected geographies faces real operational risk. And that says nothing of the very real human health consequences for affected individuals. From an economic perspective, it’s worth noting that adaptation has a cost, too. If I had cancelled to avoid smoke exposure, I could have missed out on an important story idea, or I could have soured the other meeting participants, leading them to avoid working with me in the future. Since my fateful two-block jog, I’ve also been wondering about psychology and human behavior. Most immediately, I wondered, why was I so stupid? I write about these things. I yelled at my dad for not wearing a mask amid the Los Angeles fires. In short, I know better. More generally, what does that say about our broader reluctance to take climate change seriously even though we know better? Research on how individuals respond to wildfire risk shows perhaps an unsurprising result: people at higher education levels tend to take protective action more seriously than their less educated counterparts. For example, a [study](https://www.pnas.org/doi/10.1073/pnas.2527320123) published earlier this year in the _Proceedings of the National Academy of Sciences_ used cell phone data from the 2018 fire season in California to show just that. And yet, even the educated underestimate at what point the level of air pollution becomes dangerous. But I was also intrigued by a [smaller study](https://link.springer.com/article/10.1007/s10900-024-01390-1) looking at the response to fires published in the _Journal of Community Health_ last year. Researchers found in general that study participants responded to fire-induced smoke pollution with smart interventions, like halting outdoor exercise and closing windows. But, at the same time, participants were constantly evaluating tradeoffs. Will it be too hot, for example, if I close the window? The problem may be that even those who understand that there is a risk, myself included, may underappreciate the cost of neglecting prevention. _To get this story in your inbox, sign up to TIME's Future Proof newsletter_ [_here_](https://timefutureproof.beehiiv.com/subscribe). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/"},"headline":"What Wildfire Smoke Reveals About How We Respond to Climate Risk","datePublished":"2026-08-14T19:35:38.297Z","dateModified":"2026-08-14T19:35:38.474Z","description":"Even if we know the potential harm, we sometimes choose the riskier action.","url":"https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/","keywords":["Leadership Report"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt53892ae5154cb0d3/6a7f622b0208b8d491397735/canada_wildfire_DC_air_pollution.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Justin Worland","jobTitle":"Senior Correspondent","url":"https://time.com/author/justin-worland/"}],"articleSection":"Climate","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt53892ae5154cb0d3/6a7f622b0208b8d491397735/canada_wildfire_DC_air_pollution.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"canada wildfire DC air pollution.jpg","caption":"","creditText":"Kevin Carter—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/climate/","name":"Climate"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/co2-leadership-report/","name":"Leadership Report"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/article/2026/08/14/climate-change-wildfire-air-pollution-risks/","name":"What Wildfire Smoke Reveals About How We Respond to Climate Risk"}}]}] ```