The problem comes from an old foggie (born before 1940 maybe?) ethic of not talking about certain things. Doing so was considered half way between bragging and asking for trouble. So they didn't talk about tools, nice stuff they might have, and so on. Including guns. All well and good, except.... when you treat a subject as taboo you not only give them (whoever "they" are) reason to call it dirty, but you take yourself out of the discussion.
Sometimes you've got to take a risk, to expose yourself to risk, in order to be accepted as normal. They didn't take that risk... and now we've got you, in a world where guns are taboo... and it is up to you to do something about it.
What to do? I'll give my testimonial.
I grew up in SoCal. Guns were totally hidden... a gun store that opened near where I grew up had protesters out front because the presence of such a store would corrupt children. Nobody owned guns (well, they did, but if you asked they'd lie), nobody used them, nobody talked about them.
I was 30 before I ever discussed owning guns with anyone outside of immediate family. I once discussed shooting but it was not in the context of owning. The closest I came was that I had a key on my keyring, one of the little keys that came with Ruger pistols and had a Ruger emblem, and once or twice I showed it to someone and asked them what they thought it was. Nobody identified (or acknowledged) the emblem so that was that.
Then one day I realized that I couldn't blame the foggies any more -- now I was the problem. I was doing what they had done, was letting guns stay taboo in my social circle. So I started talking to people. I started conversations. I also started telling friends things like, "I'm going to the range next Saturday at 2PM... if you want to do some shooting just show up and look for me." I didn't push it, but I didn't hide it.
There have been three general outcomes.
1) I have discovered existing shooters who were already part of my social circle but never opened up.
2) I have introduced new people to shooting, in some cases creating new shooters, in others at least demystifying and clearing away misconceptions.
3) I have been the "undeniably sane person" who turns out to be a gun owner and opens the eyes of a few antis. In one case that worked out to my benefit to the tune of a free gun when the anti's gun-owning family member died and they turned to me for disposal advice (they wanted to take it to the police....I gave them a locking case, told them the laws, told them it was worth $$$, and offered to buy it...a day later they said "it should be with someone who will enjoy it" and gave it to me -- it is one of my range regulars).
A few of my coworkers and I were talking the other day and, because I brought up shooting, we are now organizing an office-wide range day in a few weeks. We have about 15 people lined up to go so far and might reach double that...a good many totally new shooters... no, it isn't an official company event, but it is positive contact that never would've happened if I hadn't started a conversation about owning guns and shooting.
It's up to you to start the conversations....and it is a risk...but there are rewards too.