Updated as of 1 October 2025
Unconscious bias. It's hiding in plain sight—and yet it can be difficult to identify and resolve. But what is it? It's defined as a prejudice either in favour of or against a person, thing or group compared with another. Crucially, it manifests in a way that's considered to be unfair.
For example, going to see a doctor and being surprised they're female speaks to an unconscious bias that all doctors must be men. Or assuming a child with a non-English name will struggle academically reveals bias about intelligence and ethnicity.
These biases form early. Research from MIT's 2024 study on implicit racial biases in young children found that children as young as 3 begin absorbing societal prejudices from media, conversations they overhear and patterns they observe in who holds power. The good news? Bias is learned—which means it can be unlearned. And childhood is the optimal time to intervene.
At Save the Children, we work with children across more than 110 countries to uphold the United Nations Convention on the Rights of the Child (UNCRC)—the international agreement that every child has equal rights regardless of race, religion, ability or background. We've seen how early conversations about fairness, identity and equality shape children into adults who challenge injustice rather than perpetuate it.
Here are five practical ways to address unconscious bias in your family and raise children who see—and value—our shared humanity.
1. Take a Look at Yourself
No man is an island. There's a reason the phrase has endured five centuries. John Donne's lyrical assessment of humanity's interconnectedness still resonates. That's to say: we're products of forces greater than ourselves.
Whether hardship and heartbreak, or hijinks and holidays, our lived experiences determine how we think. Untangling the who, what, where and how of those experiences is a complex process. The unique textures of our lives inform the views we hold.
We all have unconscious biases. Think about how your identity might have impacted your worldview. To begin, acknowledge where your views on race, class, identity and inequality come from. Then ask: do I make assumptions about people based on their identities?
According to research from Harvard's Project Implicit, more than 75% of people hold unconscious biases—even those who consciously reject prejudice. These biases influence split-second decisions: who we hire, befriend, trust or perceive as threatening. They shape how we interpret children's behaviour, too. Studies from Ohio State University's Kirwan Institute found that teachers often discipline Black children more harshly than white children for identical behaviour, because of unconscious associations between race and perceived threat.
Start with self-reflection. Consider:
What did I learn about different races, religions or social classes growing up? Were those lessons explicit or implied?
When I encounter someone from a different background, what's my first thought? Is it based on who they actually are, or on stereotypes I've absorbed?
Do I associate certain identities with competence, danger, warmth or intelligence—and where did those associations come from?
This isn't about guilt. It's about awareness. You can't change what you don't acknowledge.
Model this reflection for your children. Share your thought process aloud: "I just noticed I assumed that person was the shop assistant because of what they were wearing. That was unfair—I don't actually know what their job is." Children learn that everyone makes assumptions, but we can catch and correct them.
2. Do Your Research
Recognising unconscious bias can be challenging. It takes work to whittle down the way we think. Understand that this is a learning process. Be patient with yourself.
Research the many forms of unconscious bias. Beyond race, bias manifests around gender, disability, weight, accent, age, class and more. The Equality and Human Rights Commission offers UK-specific resources on recognising and addressing different types of discrimination.
Start with understanding how racism operates. Save the Children's US guide on talking to children about racism offers age-appropriate language for discussing racial injustice, slavery's legacy and current inequalities. For UK context, Show Racism the Red Card provides educational materials about racism in British society, including resources tailored for families.
Seek out diverse voices. Read books, watch films and follow social media accounts from people with different identities than yours. The Centre for Literacy in Primary Education's Reflecting Realities report (2023) found that only 7% of children's books published in the UK featured characters from minority ethnic backgrounds, despite these groups making up 34% of primary school pupils. Actively choosing diverse media counters the monoculture that reinforces bias.
Recommended reads for families include The Hate U Give by Angie Thomas (for teens), Hair Love by Matthew A Cherry (picture book celebrating Black hair), and The Boy at the Back of the Class by Onjali Q Raúf (about a refugee child). These stories centre experiences often marginalised in mainstream publishing.
Use online tools. Harvard's Project Implicit offers free tests that reveal unconscious associations around race, gender, weight and more. Taking these tests can be uncomfortable—but discomfort often signals growth.
3. Correct Misinformation
Misinformation is at the heart of all bias. There's no hierarchy of races, nor for any other markers of identity. Unconscious bias can be unlearned by looking at the assumptions we make about "types" of people and what they represent.
Help your child understand that we are all equal and that everyone is deserving of equal kindness and respect. When they repeat stereotypes—often innocently, absorbed from peers or media—correct them gently but clearly.
If your 7-year-old says "Girls aren't good at maths," respond with evidence: "Actually, girls and boys are equally good at maths. Studies show they get the same scores. Sometimes people have believed girls aren't as good, but that's not true—and believing it can actually hold girls back from trying." Then highlight examples: name female mathematicians, engineers or scientists.
When stereotypes about race appear, address them directly. If your child says something like "Why is that family so loud?" about a Black family, don't ignore it. Explain: "Different families and cultures express themselves differently—some are louder, some are quieter. That's not about race, it's about personality and culture. We don't judge people for being themselves."
Tackle media stereotypes together. When watching TV or films, discuss representation: "Have you noticed how often the villain has a foreign accent? Why do you think storytellers do that? What message does it send?" These conversations build critical media literacy—teaching children to question rather than absorb bias.
Research from the University of Cambridge (2023) found that children whose parents actively discussed and challenged stereotypes were 40% less likely to express biased attitudes than peers whose parents stayed silent, hoping children would "figure it out themselves."
4. Acknowledge What You Don't Know
You don't have all the answers (yet). If your child asks a question you're unsure about, why not discover the answer together? Create a space of psychological safety where there's no such thing as a stupid question and learning is encouraged.
When your 9-year-old asks "Why do some people wear turbans?" and you're not certain, respond with: "That's a great question. I'm not sure of all the reasons, so let's find out together." Then research it as a family—learning that Sikhs wear turbans as an article of faith, that they represent equality and spirituality, and that asking respectful questions is welcome.
Admitting uncertainty models intellectual humility. It teaches children that adults don't know everything—and that's okay. What matters is being willing to learn. This is especially important around topics like racism, colonialism or privilege, where many parents lack education themselves.
If your teenager asks about reparations for slavery or why refugee families face hostility, and you feel out of your depth, say so: "I don't know enough about this to give you a complete answer. Let's look at some reliable sources together—maybe the BBC, government data or organisations like Save the Children that work on these issues."
Avoid shutting down conversations with "We don't see colour" or "Everyone's the same." Research from Tufts University (2024) shows that "colour-blind" approaches—pretending race doesn't exist—actually increase children's racial bias. Children notice difference. Pretending it doesn't matter sends the message that talking about it is wrong, which prevents them from processing what they observe.
Instead, acknowledge difference while emphasising equal value: "Yes, people have different skin colours, just like they have different eye colours or heights. Those differences are part of what makes humans interesting. What matters is treating everyone with respect regardless of what they look like."
5. Limit Social Media
We're at a critical juncture. Climate change, conflict, coronavirus—these are just a few of the challenges today's children are growing up with. It can be overwhelming.
It's important that children are aware of what's happening in the world. Yet social media can often amplify these crises and create anxiety. Limiting the time children spend on social media can ensure they don't get lost down the rabbit hole as they're discovering new concepts about identity, justice and inequality.
Social media also accelerates exposure to bias. Algorithms often promote extreme content because it generates engagement. A 2024 report from Ofcom found that 67% of UK teenagers encountered hate speech or discriminatory content online in the past year, with platforms like TikTok, Instagram and X (formerly Twitter) being primary sources.
Set boundaries around screen time and content. Use parental controls, co-view social media with younger children and discuss what they encounter. When your teenager sees a viral video mocking someone's appearance, accent or identity, talk about it: "Why do you think people share content like that? How do you think the person in the video feels? What could we do instead?"
Encourage critical consumption: "Who made this? What's their perspective? Who benefits from this message? Who might be harmed?" These questions build resilience against manipulation and bias.
Balance online learning with real-world connection. Volunteer together, attend community events celebrating different cultures, and prioritise face-to-face interactions with people from diverse backgrounds. Research from the University of Oxford shows that meaningful in-person contact is one of the most effective ways to reduce prejudice—far more than online exposure alone.
Why This Matters
Children aren't born with bias—but they absorb it quickly from the world around them. By age 3, children notice racial differences. By age 5, they've internalised societal hierarchies about whose voices matter. By age 10, many have formed biases that will persist into adulthood unless challenged.
But parents have enormous influence during these formative years. According to research from the Children's Society (2024), children whose families openly discuss identity, fairness and inequality develop stronger empathy, better conflict resolution skills and greater civic engagement as adults.
Raising children who challenge unconscious bias isn't just about creating a fairer society—though that's crucial. It's also about equipping your child with the tools to navigate an increasingly diverse world with confidence, curiosity and kindness.
What You Can Do Today
Take one Project Implicit test to identify your own unconscious biases. Reflect on where those biases came from and how they might influence your parenting.
Choose one diverse book or film to share with your family this week. Discuss the characters and their experiences together.
Have one conversation about identity with your child. Ask what they've noticed about difference—race, ability, accent, appearance—and listen without judgment before offering your perspective.
Set one boundary around social media or screen time to reduce exposure to harmful content while creating space for real-world connections.
Small, consistent actions create lasting change. You don't need to be perfect—you just need to start.
How Save the Children Challenges Inequality
For more than 100 years, we've fought for every child's right to survive, learn and be protected—regardless of race, religion, gender, ability or where they were born.
We work in more than 110 countries, providing healthcare, education, protection and emergency relief to children facing poverty, conflict and disaster. We also advocate for policy changes that address systemic inequalities.
Our work is grounded in the United Nations Convention on the Rights of the Child (UNCRC)—the international agreement that every child has equal rights. When you support Save the Children, you're part of a global movement building a more just world.
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