What survival gear to buy and what to avoid, from someone who actually uses it. 

Sawyer Micro

Twice as effective at filtration as the Lifestraw along with a few handy accessories... for about the same price or cheaper. Plus you won't have to stick your head in a puddle to use it. I have one spliced into the line of my camelbak and another in my go bag. Buy one.

Avoid: Lifestraw

Edit: Since people have asked what I actually keep in my car instead of just what items I think are good to have I took some photos when I got off work today http://imgur.com/a/H1Mzp

Classic Bic Lighters

They work in the cold, in the wet, in the heat and cost next to nothing. Store them in your pack, tape them to your keychain. Unlike ferro rods they don't require extensive tinder prep to use. Just flick and go. If the gas runs out the striker will still throw a spark. Unlike ferro rods/firesteels you won't accidentally knock over your tinder trying to light it.

When the idiot with a ferro rod is still gathering tinder and flogging at his rod like a pervert with whiskey dick you'll already have a fire going.

Avoid: Blast Match, Generic Ferro rods, Firesteels, Weatherproof matches

Nymphs and Streamers

Flies aren't just for fly rods, in fact they work on just about any fishing rod. Natural bait is best but if you can't find any worms or grubs flies are a close second. You can even put a small piece of bait on the hook and have the best of both worlds. Good ones are expensive, but weigh almost nothing.

Avoid: Powerbait, heavy jigs

Fluorocarbon Leaders

Fishing line spooks fish... if they can see it. A 4' length of clear leader material will dramatically increase your chances of hooking something delicious for dinner. I use 2lb line on my tenkara rod but 4-10lb is usually more than enough for most applications.

Avoid: Ultra heavy fishing lines over 20lbs. You're fishing, not winching up a truck.

Berkely Alive Maggots, Waxworms, etc

Simply put, they work. And for a wide range of species from trout to panfish (which are delicious BTW) unlike regular bait they stay viable for a long time in your go-bag.

Tenkara/Keiryu Rods

Cane pole meets fly rod, these are lethal for trout and panfish with some even being able to handle carp. They pack down smaller than a conventional rod and weigh in at only a few ounces. Much more delicate presentations and sag free drifts are possible with these rods... which means more fish on the table.

They will also protect lighter fishing leaders which will also allow you to catch more fish. Win win, right?

Tenkarabum.com is an awesome source of information on the subject.

Avoid: Slingshot fishing rods, pen rods,

Silky Saws

They cut through wood like well... a saw. The lighter ones are less than half a pound and are more than capable of building shelters, limbing trees for firewood, even some carpentry. If the wood you are cutting is slightly shorter than the saw blade, you can cut it. Unlike a bowsaw which tends to get in its own way.

Avoid: Sven saws, bow saws

Bahco 24" replacement saw blade (Dry Wood)

Ten bucks and maybe an ounce of pack weight you can have all you need to build a full sized buck saw. Either pack it flat in your bedroll or curl it up into a circle and throw it in the bottom of a bag. Survival Sherpa has a great how to on how to build a bucksaw from some scrap lumber, but it also works with sticks gathered from the woods. https://survivalsherpa.wordpress.com/2014/11/12/how-to-build-a-sturdy-takedown-bucksaw/

Paprika, Salt, Pepper, Other Spices

Wild game and fish tastes much better when properly seasoned. A little dry rub can turn a trashfish into a gourmet treat. My personal favorite is a mix of paprika, sea salt, sugar, and a hint of black pepper.

Avoid: Mountain House Meals (They're essentially repacked Knorr sides for 6x the price)

Pam Butter Flavored Cooking Spray

Wait... cooking spray? Why? For starters, it makes it easier to cook in the woods without your food sticking. Secondly, spray flies or lures with it and you dramatically increase your chances of catching fish. You can even use it to keep knives from rusting... just don't use it in bear country.

Heavy Duty Aluminum Foil

Cook, store leftovers, even make fishing lures. Is there anything it can't do?

Weber Rapidfire Chimney

You know that thing they use to light charcoal briquettes for the BBQ? Well it makes a dandy little wood stove. You can grill, boil water or even bake with it. Yes, I said bake. Wrap a fish in foil and stuff it underneath the chimney, three to five minutes per side and it is done.

The chimney construction makes it extremely efficient and easy to light. It is heavy though, and it doesn't break down like some other stoves. Personally that's not an issue for me, I just wrap my cooking gear in a cloth bag and stuff it inside the chimney.

Avoid: Cheap Chinese folding stoves.

Kleen Kanteen 64oz water bottle

They're bomb proof and in a pinch you can boil water in them. Just don't try it with the cap still on. The picture is of the 40oz model but I carry the 64oz because I spend a lot of time hiking and need the extra water when it gets hot.

Avoid: Swiss Bottle and other plastic lined bottles (you can't boil water in them)

Fish Mouth Spreader

Wait... why would I need this? Well it makes a dandy way of hanging your water bottle over a fire to boil some water.

Imusa Aluminum Mug 1.25qt

Big enough to cook in, and it nests with the 64oz water bottle. Plus they're cheap. You don't need fancy titanium gear that will warp over an open flame. Aluminum will do nicely.

Avoid: Overpriced titanium cookware, cheap heavy steel cookware

Ziplock Freezer Bags

Keep things dry in the rain, gather tinder and wild fruit, hold baitfish, they even make great emergency water carriers. Ultralight hikers use them for "freezer bag" cooking where you just pour boiling water over the food and seal until it cooks for mess free meals. Seriously, try it.

Esee Striker for Flint and Steel

This is really a luxury item but there's no better striker for flint, or quartz, or iron pyrite, or chert. Really if you can find an appropriate rock and tinder you can start a fire with this. It also doubles as a bow drill socket.

100% Cotton Shemagh

Tie the corners together to make a bag or a sling, wet it and wrap it around your neck to keep you cool on a hot day, use it to take hot pots off the fire, create shade, or even just use it for a little extra warmth at night.

Avoid: Synthetic fiber scarves and blends (they melt and catch fire easily)

Altoids

The tins are great for making char cloth for flint and steel, storing your fishing hooks or other small items. Plus the mints themselves will help cover up the taste of water purification tabs and they can be used to attract fish.

Walmart Lexan Cutlery

Yes, they're plastic and that's a good thing. Why? They're much more pleasant to eat off of than most metal camp spoons and they don't get hot and burn your tongue. Yet they also won't melt at even greater than boiling temperatures. Plus they're only about $1 per three.

Avoid: Overpriced titanium cutlery, sporks of any kind (They're just tongue stabbing spoons and this isn't Star Trek), light my fire spoons (they break).

#36 Tarred Bankline

Three strands of synthetic fiber that will hold over 300lbs, the individual strands can also be used for fishing or smaller chores. You can make snares, run trot lines, shelters, etc.

Unless you're willing to pay a premium for something like Titan branded 550 cord stick with bankline instead. The cheap stuff just doesn't hold up. The paracord/550 cord used in most survival lanyards is total junk that doesn't meet the military specs for 550 cord and most of it will break far far sooner than the advertised 550 lbs.

Avoid: Paracord, 550 Cord (Except Titan)

A Trowel

Light weight and cheap, good for digging holes and Dakota firepits. Don't leave home without it. Military style e-tools are way too heavy and have a tendency to lock shut if moisture is present. If you are hitting hard soil use a sharpened tree limb instead.

Avoid: Folding shovels (You aren't digging a trench, this isn't the Somme)

Mora Classic

You aren't Rambo, you don't need a huge knife. If you need to split wood or cut down a tree bring an appropriately sized axe. Usually they end up weighing the same as the bigger survival knives and are much more capable.

The Mora classics are great at carving and the carbon steel can be used to strike a spark in a pinch. They also hold an edge and are easy to sharpen.

Avoid: Ka-Bar Becker or other super large knives.

Folding Utility Survival Knife

I keep one on my keychain and one in my wallet. They're essentially folding razor blades. They're ultra light and you won't even know they're there until you need them. Just don't try and split wood with them.

MSR Aquatabs

Boiling water is one way to filter water in a pinch, but it is usually much easier to just throw in a few tablets and call it a day. The picture doesn't do them justice, each tab is 1/8th the size of an aspirin and will purify a quart of water. I keep a few in a freezer bag in case I don't have any other method of purifying water, the bag means I always have something to hold the purified water in.

They came in handy when my water bottle grew legs on a fishing trip (fucking Lake County tweakers will steal anything) and my choices were either go home or find another source of drinkable water.

Suunto A30-L

It's a compass, a good compass. The magnifying glass can be used to start a fire in an emergency and the fluid in the dial is actually flammable. Stick it in your pack, practice using it. You never know when you'll need it.

GPS units are great, but they use batteries and are susceptible to jamming. Some military bases send out a jamming signal for miles around to stop unfriendly forces from using GPS guided munitions to bomb them. The military base by San Francisco is a notable example.

Avoid: Digital Compass Watches (They don't stand up to much abuse and tend to be susceptible to interference.)

Harimb- I mean Gorrila Tape

Thick, black and hard to remove. You can patch kayaks, tents, ripped clothing. It's great. Doubles as medical tape.

Don't take the whole roll. Just wrap a few yards around a piece of fatwood or something and stick it in your pack.

Emergency Ponchos

They keep the rain off and can be done up as an emergency shelter in a pinch. Just tie the neck off and tie ropes to the corners to make a shelter. If yours doesn't have grommets wrap the corner around a small rock then tie your rope around the rock with a slip knot.

Avoid: Mylar emergency blankets (most of the time you just steam like broccoli instead of keeping warm)

Fresnel Lenses

Basically they're flexible magnifying glasses. Keep one in your wallet as an emergency fire starter that doesn't need any fuel and won't wear down like a ferro rod. Sure, they only work during the day but if you can get one fire going then you can set yourself up for the next fire much more easily. So you could make charred cloth or charred punkwood with your first fire or dry out some wood/kindling so that your next fire is much easier to start.

An emergency lighter

Two is one, One is none. Keep at lease one emergency bic stashed somewhere in addition to your other lighters. Keep it in your pack and never take it out. Trust me on this.

Original Mechanix Gloves

They hold up to intense abuse and protect your hands. They also might help keep your fingers from getting frostbite on a cold night even thought they're not insulated.

Last but not least, a 100% wool cap.

You can keep comfortable down to surprisingly cold temperatures as long as your head is dry and warm. And remember, always check the user name.

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PS: Haha, made you look. But seriously, remember to bring a wool beanie.

Just to be clear, these are great items but not a complete list of what to pack for an emergency. Sometime in the next few days I'll post my pack so you can see what I carry when I go hunting or fishing, because I bring different gear for both. For example, I bring a utility knife with hooked carpet blades when I go hunting but leave it home when I'm fishing.

Alright, you asked for it. Here's what I keep in my trunk: http://imgur.com/gallery/H1Mzp