1) Months into an airborne disease epidemic that has already killed tens of thousands, only 36% of Brits are wearing masks in public spaces.

Far lower than vast majority of peer countries, including all of Asia, most of Europe, & US.

Only Nordics & Aus are even more mask-averse
3) But messaging around masks is also key.

Studies show when people are told masking up is altruistic — helps others — they’re more keen to wear them. Research also shows masks’ main utility *is* protecting others.

But this understanding is less common in UK than most countries
4) However we also shouldn’t tar all Brits with the same brush.

YouGov data shows mask-wearing is:
• More common in London (by a long way) and among the elderly, Lab/Remain voters, Scots and women
• Less common in Northern England, Con/Leave voters and men
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