Issue most poorly marketed?

Have you read the article on global warming in the April 25th New Yorker, titled "Five Minutes Past Midnight"? Islands are disappearing, glaciers are receding, permafrost is melting, symptoms are rampant.

Yet ...

I'm reading the article on the sidelines of a little league game (in bits and pieces when my son wasn't up to bat or in the field!) and I was so moved by it I mentioned it to another dad. This is a really smart guy, who runs a successful business. His reaction was, "Yeah, but has it really yet been proven to be a problem?"

I fear his attitude is pretty typical. Why is an issue that is so grave and so real so poorly understood? Why has the issue of global warming been so poorly marketed? Why is the brand called "The Global Warming Catastrophe" such a weak brand? What can—and should—be done?