Failing Marketing 101 – Mask Wearing

Full disclosure, I hate masks. Full disclosure when masks became mandatory on the streets in San Mateo county, I chose to reduce my street usage. Full disclosure, I just traveled to Taiwan where masks are required on public transportation such as subways and buses. Yes, I rode the subway. Yes, I wore a mask. But given the choice between staying home and wearing a mask, I usually choose to stay home.

Regardless of my feelings, as a marketing professional, the part I have not been able to understand is why it is marketed as a benefit for others. Medical professionals and first responders don’t wear masks and personal protective equipment (PPE) to protect others, they wear it to protect themselves. Yet for some reason, the geniuses in marketing have chosen to market your decision or requirement to wear a mask as a benefit for your mother, your friend, your senior relative, essentially everybody but you the mask wearer.

I understand that back in the early days of the pandemic there was a shortage of masks and PPE so of course the last thing the authorities wanted to do was create an even bigger panic by explaining that everyone should wear a mask. Which is why the messaging was so wishy washy. Yes, if you could, if you had one available, wear a mask. Not exactly the type of messaging to get everyone on board and supportive day one. But now six months later? While medical grade masks are still in relatively short supply, cloth masks are easily available not only in a basic black style but in all kinds of colors and designs from low cost to designer priced and branded.

So why hasn’t the marketing changed?

The messaging is still: wear a mask to protect others. Little wonder that a president thinks that getting those that meet him to test for Covid19 is enough protection. But the reality is that testing for Covid19 is not very reliable, and even more importantly is not a prophylactic. Not wearing a mask and getting tested daily is essentially the equivalent of having unprotected sex and checking to see if the woman got pregnant after each time. Twenty-nine days out of the month it works and the result comes back negative but eventually without fail the result will change and a positive result will ensue.

Isn’t it time we changed the messaging?

Wear a mask to protect YOURSELF!

Who cares about everyone else? Protect yourself! Wear it for the reason first responders do: to protect yourself. Or like me, when you don’t want to wear a mask, don’t go out.