This effect has been studied the most in the area of climate change. In March 2016, The Yale Program On Climate Change Communication performed a national survey that had some pretty counterintuitive results. It's clear that climate change is close to people's hearts: more than 60 percent of Americans say the issue of global warming is at least somewhat important to them personally. However, a whopping 82 percent of them hear people talk about the issue less than once a month (24 percent never even hear it being discussed!), and 68 percent "rarely" or "never" discuss the issue with family and friends. If it's so important to people, why aren't they speaking up about it?