Just use small things and plans in the beginning. Job situation, bad economy etc. make sense to talk about some kind of small food storage to get you trough the problems when you lose job,until finding next one or similar.
It is important to “awake” in them thoughts about preparing for bad days, not necessary complete collapse, but some personal SHTF, over the time it will be easier for folks to understand the idea and concept.
Yes, good idea is bad weather events preparing or similar, almost everyone is at some kind of risk from that stuff, so it is good starting point.