So you’re going to need a mask. The trouble is that wearing one isn’t easy or pleasant. It can feel claustrophobic, anonymising, steamy. The British government waited so long to mandate mask-wearing that many people remain sceptical of their efficacy, as well as annoyed that they have to wear one at all.
To flip the social norm from not wearing masks to wearing them, the government will need strong enforcement of the new law. And the support of some well-positioned maskfluencers.
A maskfluencer, or mask influencer, can be anyone who makes mask-wearing look appealing enough to nudge members of the public toward covering up. The Queen and Sir David Attenborough have been floated as ideal maskfluencers – public figures beyond reproach whose promotion of mask-wearing could sway the attitudes of a nation. Just think of what Attenborough did for