Shifting baseline, is the separation of knowledge and time that you have witnessed compared to the knowledge of the older populations. This baseline has the potential to change without notice. And has significant effect on how we view the health/what should be viewed as health. With trying to combat this, we have to talk to people that are informed and build a large view that can then be judged and concluded on.
This is quite a good explanation of what shifting baselines is. Also your idea to educate people about this is a great idea, getting the word out to the general public is challenging but yields great results most times.