Despite All Odds, Masks have become a Symbol of Unity
Why “Masks” have momentum while “national mandate for masks” do not.
This week we’re decoding the one thing in everyone’s face: Masks.
Masks are on the “up” as they’ve become a symbol of unity in the fight to end the pandemic. On the flip side, our MFactor indicates the national mandate for masks is on the “down” — Americans don’t like to be told what to do. We’ll wear masks because we choose to.
The Up: Masks in the COVID Quarter
The MFactor for “masks” (as they relate to COVID-19) steadily increased since January, rising from an MFactor of 1 to 64 in just 7 months. They’ve maintained momentum as they’ve gone from a political symbol that divided us to one that unites us in our collective fight against the pandemic.
Here’s how masks hit all 5 drivers of momentum:
- Disruption: In the early days of COVID-19 everything was locked down and people rarely left their homes. Masks disrupted that — enabling us to resume some of our daily activities. First, they enabled essential workers and people required to be in the office to effectively and safely do their jobs. Then they allowed individuals to feel safe visiting friends and family, dine outside, go for runs and even travel.
- Innovation: In just a few short months, masks have evolved. Simple disposable masks used to be the only available option. Now we have options that fit everyday needs so they more seamlessly fit into our lifestyle: “breathable” masks for workouts from brands like Adidas, Reebok and Under Armour; sustainable masks from Avocado (DTC Bcorp mattress brand); functional & fashionable mask chains from brands like Donni; playful prints on kid friendly masks like the ones created by Crayola.
- Polarization: The debate around masks has become highly political. President Trump never took a definitive stance on the matter; initially refusing to wear a mask validated the anti-mask movement. Now the question is: is a mask an enabler of our freedom or is it taking our freedom of choice and liberty away?
- Social Impact: Wearing a mask has become a symbol that you care about others — your friends, family, community. You are doing your part to flatten the curve during this pandemic. The CDC states that “a mask may not protect the wearer, but it may keep the wearer from spreading the virus to others.”
- Stickiness: Masks have gone from an imposition and burden to something many of us don’t feel comfortable being without. They’ve worked their way into our new daily routines. Every morning, we (try to) remember our cell phones, keys and wallets. Now we don’t leave the house without our masks.
The Down: A National Mask Mandate
While masks have momentum, a national mask mandate does not. Unlike masks, the movement for a national mandate for masks only hits one of the five drivers: polarization.
The national mandate for masks over indexes on being political without being persuasive to the masses. Right now — the side that argues it infringes on our human rights is winning the debate.
The takeaway:
What does all this mean for you? #wearadamnmask!
This is a time for businesses to take the lead at the local level. For example, requiring masks in stores still affords people the freedom of choice (they could shop somewhere else), but reaffirms a businesses’ commitment to health and safety. A significant number of major retailers have already announced a mask mandate in their stores.
We’ll leave you with 3 key momentum lessons:
- Lean into stickiness: align yourself with movements that have momentum. Masks are here to stay.
- Don’t be afraid to polarize: have a POV and take a stance on something you believe in.
- Disrupt the status quo: try doing the opposite of what’s expected.
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About MFactor Scores: Decode_M’s proprietary tool.
The MFactor is a single score that quantifies Cultural Momentum and is based on the Newtonian definition of Mass times Velocity.
We use data science, inputs from thousands of sources and proprietary AI to compute new metrics that reflect how polarizing, innovative or sticky any subject of interest is.
The MFactor score can be tracked over time to compare anything you Google:
- Brand / Product (e.g. across any industry or subcategory)
- People of interest (any political candidates/politicians, celebrities, artists, etc.)
- Political issues / movements / trends
Link HERE for more information on the MFactor score.
