Why do some people refuse to believe the truth?

The apostle Paul tells us, “The god of this age has blinded the minds of unbelievers, so that they cannot see the light of the gospel that displays the glory of Christ, who is the image of God.” 2 Cor 4:4

Satan can only blind unbelievers. So what are we to do if we have friends and loved ones that struggle to believe? Pray for the veil to be lifted and the blind to see. Satan may be the god (with a little “g”) of this age, but We have a mighty God who controls all things.