To Mask or Not to Mask.. Why is there is question?

The Covid crisis is here to stay. And from what I gather from various news reports and WhatsApp forwards, life as we know it has changed forever. For many of us, who stayed at home during the lock-down period, it's now time to go back to work and venture forth bravely to the local shops during crowded evening hours.

All around us are exhortations to wear masks, practice safe distances and wash hands because the infection rate is going to rise in the coming months. And while many people are following these guidelines diligently at the same time, I see an increasing number of people who don't wear masks or believe in social distancing or both. (Please note, in this post, I refer to people who are urban, educated, middle class and relatively well heeled. They have money, knowledge and access to masks of some form.)

As a firm believer in dipsticks, I quickly took a poll among family and friends to make sense of Mask Usage behavior and why people are behaving this way.

Based on my entirely unscientific study, I suggest there are three groups of people in this class of urban and affluent society :

1. Covid Warriors - People who venture forth to work armed with mask, sanitizers, gloves and other protective gear. Some bought and the rest DIY. They are usually surrounded with an air of grim determination.
2. Maskless Bravehearts - People who are going about their business either without a mask or kept casually slung about their necks / ears etc. They usually have a carefree air and happy smile.
3. Fence Sitters - Shift from one camp to another based on circumstances.

My observations indicate Covid Warriors have a tendency to get very upset when they meet people who don't wear masks - often asking them to wear protective gear and pointing out why its necessary, quite loudly. Maskless Bravehearts react differently - ranging from meek acceptance to angry disagreement. The general notes of 'Its my life by Bon Jovi' lilts in the air.

Confession time. I am part of the Fence Sitter group. As a middle aged woman with several dependents, I don't want to get or give Covid to my family. So I start the day, as a Covid warrior but after a couple of hours end up mask-less, usually after eating / drinking something and forgetting to put it back on. Mask re-usage is triggered when someone coughs or comes close, making me quickly put the mask back on and look for the sanitizer.

Interestingly, the reason why people claim to wear (or not) the mask is very simple.

• Covid Warriors feel the mask is their shield against the virus. They wear it to protect their friends and family - and several have elderly people or small children at home.
• Bravehearts feel the disease is all around us and getting it is inevitable. So the mask won't really provide much protection. Plus they claim to feel fit and healthy and don't have any co-morbidness.

As a marketing professional, I often see consumer clusters co-existing with varying views towards a single category, within the same demographic parameters. Think of polarizing categories like packaged baby food, elder care services and astrology. There are hard core users and those who would prefer to have nothing with the category. Perhaps the same will hold true with masks?

Looking at East Asia, we see many people wearing masks when they are sick or when it's hay fever season, because it's considered impolite to be sneezing or coughing openly. The 2003 Sars virus outbreak, where many people died of infection, appears to have triggered this change in behavior. People's memories are still fresh and painful. But in my opinion, it is also due to various societal constructs that guide public behavior.

At the same time, media has also shown us groups of people who feel compulsory mask wearing is an infringement of their personal rights.

So in summation, I believe , masks are here to stay, among the urban, affluent middle class. As the country opens up and infection rates increase over the next few months more people will wear masks as part of their daily routine. But whether it will seep into our consciousness that wearing a mask during a pandemic is part of societal well being or be seen as an infringement of personal liberty is still to be seen.