Vaccine apathy isn’t hesitancy because this group isn’t weighing the decision whether they feel the vaccine is safe—for the apathetic, the decision isn’t even on the radar.

Certain psychographics—groups of people defined by interests, attitudes, or lifestyles rather than demographic differences like income, age, or race—may tend more toward vaccine apathy, explains Stacy Wood, professor of marketing at North Carolina State University’s Poole College of Management.

According to Wood, the majority of the messaging out there aims to convince the vaccine hesitant to get the vaccine. And those messages aren’t compelling to the apathetic.

So what works when you want to reach the vaccine apathetic?

“The thing we need to do is we need to make it super convenient, like socks at the cash register at Target,” Wood says.

Read the full article about vaccine apathy by Tracey Peake at Futurity.