Seven Things We Learned from People Who Changed Their View on Vaccines

At Unbiased Science, our guiding ethos is to meet people where they are. We've learned a lot about what does (and definitely doesn't) resonate with people when it comes to vaccine conversations— like the importance of listening first, connecting as humans rather than just throwing data at people, and approaching these discussions with patience and empathy rather than judgment. But we still have a lot more to learn.

(And, of course, there is no one-size-fits-all magic bullet— and a lot of things are easier said than done, but we have to start somewhere.)

This work feels especially urgent as we've just reached a grim milestone: 2025 has seen more measles cases than any year since the disease was declared eliminated in the United States in 1992. With 92% of these cases occurring in people who were unvaccinated or had unknown vaccination status, these conversations about vaccines matter more than ever.

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As part of our work, we have been reaching out to people who have changed their opinions on vaccines, both for and against. People have been generous in sharing their personal experiences and thoughts in writing and interviews. Over the coming weeks, we will share more insights from these folks, but here are some initial takeaways…

1. Change takes time. For most people who shifted their views, it wasn't a single moment that changed everything. Instead, something they heard or experienced planted a seed of doubt, and over time, they began to question and rethink things. Comments like:

   • I started to wonder why I was the only one at school not getting vaccinated.

   • I experienced adverse effects and attributed them to the vaccine.

   • The doctor told me what to do and didn't listen to my questions.

   • My mom group convinced me they were bad.

   Why does this matter? People are often frustrated that facts and research aren't immediately convincing. Research tells us that it takes time to change your mind. It takes kids 12-17 times to try a food before they like it…5 times to see an ad before you read it…It is the same with health attitudes. This is why it is so important to give people grace and understand that meaningful conversations may need to happen multiple times.

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2. Some people do experience adverse effects from vaccines. Vaccines can have adverse effects, and acknowledging this reality is important for building trust. The vast majority of adverse effects are minor and temporary, but several people shared experiences where they felt their concerns were dismissed by clinicians or others. When serious discussions about potential adverse effects were brushed aside, it often damaged trust. One person wrote Nobody listens to the people who have adverse effects. Creating space to discuss both benefits and risks helps people make informed decisions.

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3. Bedside manner matters. Some shared experiences with doctors dismissing questions or providing vaccine recommendations without explanation. One person shared that if their doctor had taken time to explain why sticking to the recommended schedule is important— rather than simply stating what needed to happen— they might have felt more confident about following it. Parents often have questions about timing and safety, and taking time to explain the reasoning behind recommendations (like why certain ages are optimal for protection, or addressing concerns about "overwhelming" the immune system) can make a significant difference. The tone and empathy used in these conversations were often determinative.

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4. Moms matter. Many stories began like this…my mother didn't want us vaccinated… Some people, over time, develop different views than their mothers, in either direction. Many people initially adopt their mother's attitudes on vaccines, and research supports the significant influence of maternal attitudes on vaccine decisions. This emphasizes how important it is to support mothers with accurate information and respectful dialogue.

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5. Doing your "own research" means different things to different people. Many people sought information beyond what they received from healthcare providers, family, or friends. The quality and reliability of sources people turned to for their research often shaped the beliefs they ultimately formed. Understanding what drives people to seek information independently— and helping them identify credible sources— is super important. We'll dive deeper into this soon.

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6. Traumatic experiences do trigger immediate change. As mentioned above, most people shift their views gradually. However, there were a handful of people who shared stories involving the serious illness or death of someone close from vaccine-preventable diseases like COVID or RSV. These deeply emotional experiences often led to a rapid reevaluation of their beliefs about the importance of vaccination.

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7. Listen first, always. Every healthcare decision is shaped by personal context. Meeting people where they are starts with understanding their experiences and concerns. Real understanding comes from honest, thoughtful conversation, not quick back-and-forths on social media. We're here to listen, and we welcome you to share your story with us.

If you have a story you would like to share, we would love to hear from you! Here is a link to our anonymous survey.

Stay Curious,

Unbiased Science

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