I have a slightly different strategy for myself -- which is not to say that I'm criticizing Matthew's or anyone else's more direct opposition. And I also agree with him that it's different for people in a policy-making position (secular or religious), as well as people in a role-modeling position. If an activist stand works for you, go for it, I say.
However, I think it may partly depend on the local politics of one's region. In my area, direct confrontation will get me nowhere except counter-activism (by the local, self-appointed mask police) and refusal of service. Instead, the way I treat it is to pay as little attention to it as possible, and wear one as little as possible. About 60-70% of the new "mask culture" is about "religious ritual." It's all about virtue-signaling -- i.e., recognizing "virtue" in oneself and others, making eye contact about masking, talking about it, and "announcing your presence" by entering a store with the latest high-tech mask (yes, often double-mask). It's about behaving as if you're congratulating yourself on what a grand conformist you are -- IOW, what a "comrade" you are.
Most of my students are Chinese. One actually lives in Beijing. She can't help but mirror her culture, of course, when she expresses wonderment that Americans "resist masking" -- adding, proudly, that in China, "everybody cooperates."
So I have a slight variation to Matthew's response. What I do is kind of deliberately "forget" about the mask (in my case, a scarf) until I'm inches from someone in a store, or at the check-out counter. I act unconcerned if someone else is not masked, or if mine falls (which it often does). I make a point of ignoring the attempt of others to meet my eyes when those things happen. Ignore them because they cannot stand that. They want you to believe that they, along with the government, have power to control you. Treat them as if they and their political-social conformist agenda have no influence over you whatsoever.