I think the mums of the seventies made the littering worse as they wouldn't tell kids not to throw wrappers etc on the floor but only request that the little darlings refrain from doing it.I was once leaning on my car at a petrol station watching a bloke happily opening a packet of fags, throwing the cellophane wrapper and the silver foil out of the window of his car. He smiled at me and said "all right mate?" to which I said "Yep, just watching you littering the place!" Obvs his face changed and the F off etc came out the scrote's gob.
Thought later I should just have picked it up and thrown it into the back of his car saying, "I think you left this behind, mate."
My kids used to come home with their litter stuffed in their pockets because they were under threat of being, shall we say, 'punished' for leaving a mess.
Kids today, and their parents, think nothing of just dropping everything they are finished with on the pavement, even bags of McDonalds rubbish flung out of car windows, we're fighting a loosing battle because they think it's normal to litter unlike the older generation who feel guilty even dropping a matchstick.