Monica C. LaBarge

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People wear face masks as they gather in a city park on Canada Day in Montréal. Incentives could encourage more Canadians, especially younger Canadians, to embrace COVID-19 safety measures. THE CANADIAN PRESS/Graham Hughes

To change coronavirus behaviours, think like a marketer

Monica C. LaBarge, Queen's University, Ontario and Jacob Brower, Queen's University, Ontario

Policy-makers and public health officials would be wise to consider a modern, data-driven approach and incentives to encourage people to adhere to safety measures in the COVID-19 era.

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