possessive pronouns - Mass of people its/his/their


In a phrase where the subject is "mass of people", should I use "its"?


e.g.



A mass of people and its flag.



Mass is an abstract word, so it sounds strange to me to use their; but I'm not sure.


EDIT:


Seems that according notional agreement I should use their


but


If the mass of people act like a cohesive body, e.g.



a mass of people is/are united in its/their flag



Is this a situational agreement and is the use of plural forms wrong?


Could you help me?




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