Refining the role of behavioural and social sciences in pandemic response post-COVID-19

With the acute stage of COVID-19 behind us, reflection can inform future preparedness. During the pandemic, behavioural and social sciences often studied human behaviour through the lens of alignment with public health recommendations, implicitly treating concern and compliance as desirable and rational. While understandable, this emphasis was relatively narrow. Uncertainty, uneven risk distribution and competing values could have led to heterogeneous appraisals of risk and intervention benefit, even with the evidence available at the time. We show that engaging with the possibility that people could have been heterogeneously rational can broaden understanding of behaviour during COVID-19. Our aim is not to revisit the legitimacy of the response but to encourage reflection on the role of behavioural and social sciences in knowledge generation and highlight opportunities to examine pandemic salience and risk calibration. We outline research directions to guide the field and strengthen decision-making, trust and adaptability in future crises, promoting short-term compliance and long-term trust.