Read these two articles in the mainstream British media:
"Government Scientific Advisors: Who Needs these Nuts in White Coats"
Excerpt: "The public is no longer in awe of scientists. Like squabbling evangelical churches in the 19th century, they can form as many schismatic sects as they like, nobody is listening to them any more. Unquestioned authority derived from a white coat and a doctorate is as dead as the Druids."
and "The Unpersuadables"
Excerpt: "If they don’t want to know, nothing and no one will reach them."
The more evidence is shown to some people, the less they believe it. For science this is exacerbated by the fact that scientific information appears remote from the day-to-day reality we experience, even if its effect on that reality is solidly established. A layman exposed to 'remote information' that points to him altering his life in any significant way is unlikely to accept it and will mistrust the information provider. He won't accept the concrete link until the results of his actions are staring him in the face. And stoutly defending what he rigidly believes reinforces it in his mind.