My observation is many people will not take the time to read "reams of research" without some strategic priming. If they are presented with a summary, and links to additional information, somes interest will be stimulated to click on the more detailed linked information. Yet, others will be satisfied with the summaries.

Like it or not, it seems to be the way things are heading for many, (possibly less so for baby boomers).

If a bloke want to reach them, and feels it is important enough, a challenge is to work with the route these folks get information. If not, I guess one can always fall back on fingering someone elses "lack of concern". Another alternative is always to conclude in early defeat ( aka, the "fuck 'em all, if they aren't interested in doing a bit if reading" approach).