It's probably too late to change tone now, but I don't think it would be beyond people to understand that if, for example, we can get the number of people in hospital down to whatever then we can start to open up, but if cases go up again then we have to close down. That gives a clear incentive, it seems pretty simple to me and there doesn't then need to be constant changes of course. If a new variant comes along but hospital numbers don't go up then that's all good, if they do we have to lockdown again. It's driven by the data, which everyone has access to rather than at the moment where it seems driven by this weird tension between the desperation to open up for economic reasons followed by sheer panic when it goes wrong.
An open ended lockdown doesn't really offer any hope and I think that impacts on compliance. People are always going to ask when can this be over and at the moment there is a sense that's based on the whims of politicians not how we are collectively behaving. Give people the data, set actual targets, ideally localised, and then there's something to work towards. I think people would be much more motivated if local agencies at all levels including unions etc worked together to say okay let's get this town down to near zero Covid (whatever that is that's deemed safe) then we can all go to the pub but we still have to try and be careful so it doesn't start going back up again. I think that would be preferable to endless doom punctuated by reckless top down decisions made by politicians wanting to be popular that almost immediately have to be reversed and cost countless lives.
it's inevitable that people will want to know when it ends, and I don't think there's anyway of getting away from those questions.