This is a constant challenge, both to get people to listen, but also to even take some interest in talking about important relevant subjects. As there is too much distractions people take interest in instead.
Finding the right questions to ask them is one good way of doing it. As Asking the wrong question wont work either. So I would say that asking about how they view things then asking why. Might be a good way. As finding out the reasons may show that the reason may not even be there.