Addressing Vaccine Hesitancy in the Age of Measles Resurgence: A Mini-Review

In 2025, the United States is experiencing its most significant measles resurgence since the disease was declared eliminated in 2000. As of June 2025, the Centers for Disease Control and Prevention (CDC) reported 1,168 confirmed cases across 34 jurisdictions, with 96% of cases occurring in unvaccinated individuals or those with unknown vaccination status. This surge correlates with a decline in measles-mumps-rubella (MMR) vaccination coverage, which has fallen below the 95% threshold necessary for herd immunity in many communities. This narrative-based mini-review aimed to examine the complex drivers of vaccine hesitancy, emphasizing the role of misinformation and conspiracy theories propagated through digital platforms. These narratives exploit cognitive biases and erode public trust in health institutions, leading to parental vaccine hesitancy and decreased vaccine uptake. The review incorporates behavioral science insights to understand how social identity, risk perception, and information processing contribute to vaccine refusal. Effective interventions must address these psychological and sociocultural factors. Strategies include empathetic communication by healthcare providers, culturally tailored public health messaging, and community engagement initiatives that involve trusted local leaders. Additionally, implementing “prebunking” techniques—proactively exposing individuals to refuted misinformation—can build cognitive resilience against false narratives. To counteract the spread of vaccine misinformation, collaboration between public health authorities and digital platforms is essential to monitor and mitigate the dissemination of false information. Policy measures should also consider tightening exemption criteria to maintain high vaccination coverage. Rebuilding public trust in vaccines requires a comprehensive approach that combines scientific evidence with culturally sensitive communication and community involvement. Such effort are critical to safeguarding public health and preventing the resurgence of vaccine-preventable diseases like measles.