The design on face coverings could make a difference to how well society functions during pandemics

The design of the face coverings people wear could make a difference to how well society functions during pandemics, new research from the University of Sussex suggests.

In the first research of its kind, Dr Rotem Perach and Maliyana Limbu from the University’s School of Psychology have discovered evidence showing that people respond more positively to others wearing a mask branded with a widely valued symbol. The effect was at times even more pronounced when participants had their awareness of death heightened.

The researchers believe, therefore, that the design of face coverings could play an important role in promoting collective resilience should further Covid-19 variants of concern emerge or during future pandemics. The evidence of one study also points to the possibility that the impact of branded face masks could be even greater because death is at the front of people’s minds during these times.

Research fellow, Dr Perach said: “Sticking together as a society has played an important role in getting through the pandemic so far. Things like clapping for our carers or just checking in with our neighbours were of great comfort to millions of people.

“Our findings suggest that the design of the face masks we wear could also help with solidarity during such difficult times, particularly as we are constantly reminded of death during a pandemic like this.”

John Drury, Professor of Social Psychology at the University of Sussex and a participant in the Scientific Pandemic Insights Group on Behaviours that reports to SAGE, added: “Face masks protect others and so the act of wearing them is itself a demonstration of solidarity. This study provides evidence that the design of these masks could also play a part in promoting collective resilience during pandemics. It also offers interesting insights into the wider communications function of face masks.”

The researchers conducted three studies that gauged the response of participants to photos of individuals either with or without face masks.

In the first study, participants from the USA identifying as gay or lesbian were shown to react more positively to photos of people wearing a mask carrying a Pride symbol.

The second study showed that UK nationals showed more trust towards people in photos who were wearing face masks carrying a cultural symbol known to resonate across society: an NHS rainbow.

A third study examined reactions to photos of people wearing either no mask, a mask branded with an NHS rainbow symbol, or a non-branded surgical mask.

This revealed that while both standard surgical and branded masks prompted similar positive responses when compared to no mask, when participants were prompted to think about death, they showed significantly more trust towards someone wearing the NHS mask.

Dr Perach explained some of the reasoning behind the methodology and how the findings could be used: “Existing psychological research shows us that people show solidarity with those wearing symbols they identify with; one study showed that Manchester United fans were more likely to help someone in need who was wearing the team’s shirt, for example. We also know that we take comfort in our shared culture when confronted with the inevitability of our own mortality.

“Masks provided an interesting development because they are worn on our faces – a part of our body that is central to how we communicate – and because they are worn during pandemics when the importance of strong social bonds is even greater.

“This is the first study to look at the psychological impact of masks carrying cultural symbols and we now intend to study further how it can best be deployed in the real world. This could be looking at how the particular mask a spokesperson is wearing when delivering a public health message affects its reception, or how the symbols on the masks of doctors and nurses impact how we behave in healthcare settings.

“We already see our politicians wearing face masks with the Union Jack or NHS rainbow. It will be interesting to learn more about the precise social impact a decision like that has.

Dr Perach and Ms. Limbu’s paper ‘Can culture beat Covid-19? Evidence that exposure to facemasks with cultural symbols increases solidarity’ is published in the latest issue of British Journal of Social Psychology.

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