Is to not play their game.
There are plenty who are too old to learn. There is no hope for them - they will die, as it should be. Think of it as evolution in action.
There are still a few who are young and flexible enough that they might learn. There is a smidgen of hope for them - they may learn. The best you can do is to (possibly) teach them the basics of reality.
(I know, this sounds much like an "essence of Zen" posting. Deal with it.)