Harnessing shared identities to mobilise resilient responses to the COVID-19 pandemic

Shared social identifications (family, community, nation, humanity) predict normative actions and psychological well-being, and can be invoked discursively by leaders to mobilise their followers. We illustrate the potential for harnessing shared identities to mobilise resilient public responses against COVID-19. Study 1 explored which patterns of social identification predicted protective behaviours (personal hygiene, physical distancing), prosocial actions (helping proximal and distal others), and psychological well-being (mental well-being, depressive symptoms, anxiety), among 560 UK adults surveyed during lockdown. Study 2 contrasted Prime Minister Ardern’s use of identity-based rhetoric to mobilise New Zealanders, with Prime Minister Johnson’s use of individualistic appeals to the UK public. Our findings suggest how political leaders might beneficially use social identities in communications about extreme events.