During public emergencies, a door can open on the fundamental elements upon which a societys social order is built. The Covid-19 pandemic has opened such a door in societies worldwide. We outline in this commentary some of these social elements and how they may have influenced face mask use during the early stages of the pandemic. The purpose is to expand the perspective on mechanisms that are relevant to consider in pandemic response planning. Our look at these fundamental elements showed that latent aspects of the dominant culture and various symbolic meanings of behaviors can reduce adherence with public health recommendations if they are overlooked in the strategic health plans. We conclude that when policymakers decide non-pharmacological interventions during pandemics, they should take into account fundamental attitudes and beliefs that may influence population behavior. This will require paying attention to variations in things like culture and symbolic meanings of behavior. (C) 2021 Elsevier Inc. All rights reserved.