I think gun rights has become more politicized than ever, making some on both sides more passionate. Back in our founding father's time, it was more accepted a person would need guns. Today, many people don't see the need and therefore make the assumption for all, that they should be restricted.
I'm 30. Some of my friends shoot. I've tried to show others, who have plenty of money, how fun shooting is and how important the Second is. I've had luck with two or three, but the rest don't believe they will ever need one
I have found the last two years changed a lot of people who were previously in the "won't ever need one camp" into the "want one just in case" group. There is even a group on Reddit 187,000 members called "liberal gun owners" and most of them even react very negatively to any mention of an assault weapon ban at this point.
I also think the gun culture needs to be more accepting , the guys pictured are Garand Thumb (YouTube celebrity) and Post Malone one of the most popular rappers currently alive. Video Games definitely help but seeing these kinds of posts get people to click links and fall down pro 2-a rabbit holes.