How do we create a social norm of mask-wearing when, in fact, so many Americans are doing exactly the opposite? One common mistake is drawing attention to the lack of compliance. For instance, highlighting littering as a commonplace problem can inadvertently lead to more littering because it strengthens the perception that littering is the norm. Instead, in press releases and public service announcements, officials should emphasize that the clear trend in this country is toward universal mask-wearing.

According to a recent Qualtrics study, a majority of surveyed Americans now say they won’t return to the office unless their company makes wearing face masks mandatory. And in just one week in April, the percentage of Americans who said they wore a mask outside the home increased by more than half.

Norms are also established by high-status role models. Celebrities and professional athletes can do their part by posting photos about wearing face masks in public. And to counter the politicized nature of the issue, let’s all applaud mask-wearing leaders on both the right and the left. Hurrah for Melania Trump posting a photo of herself in a mask, and hurrah, too, for Nancy Pelosi wearing a scarf on the House floor.