Men are less likely to wear face masks – we need a new campaign that targets gender differences

It’s seductive to think that presenting men with the facts or educating them about the risks is all that is needed to dissuade them. In fact, the opposite happens, says Ian Hamilton

Reseach suggests men are less likely to wear face masks, despite being at higher risk from Covid-19. (AFP via Getty Images)

It’s already clear that men are twice as likely to die from Covid-19. Given this higher risk, you’d expect them to be keen to take any necessary precaution. But new research suggests otherwise. It is women who are twice as likely to wear a face mask, with men thinking it’s uncool and a sign of weakness. It’s difficult to imagine a starker example of how pride can kill.

More men will wear face masks if they are told to though. For example, if it is mandatory, as it will be in shops and other settings soon. Women don’t need to be forced into compliance, they willingly accept and understand the individual effort needed to protect the wider community.

Yet this gender difference with face masks fits an established pattern – men are also less likely to wash their hands, a basic precaution known to reduce the risk of contracting the disease.