Nobody is in charge of people's perspectives. The UK has really gone all in on psychosocial nudge tactics in this pandemic, and it has massively failed so far. Arguably, they've done so because they knew the population were so belligerent and arrogantly ignorant that a more direct approach would definitely fail. They have leveraged the 'new variant' to implement at the last moment the measures that were being recommended for months by all their expert committees. People here don't want to be told what to do and there are very well organised efforts to encourage people to feel empowered in their ignorance and irresponsibility. The 'people in charge' aren't the only ones to blame for that.