Activism

Bay Area Soda Taxes Don’t Just Affect Sales: They Help Change People’s Minds

Published

6 days ago

December 29, 2024

In the years since voters in several Bay Area cities supported raising taxes on sugar-sweetened beverages like sodas, some juices and sports drinks, UC Berkeley researchers say the norms around those drinks have changed significantly. Photo by Emmanuel Edward/Unsplash.

UC Berkeley researchers found that taxes on sugar-sweetened beverages, coupled with media attention, coincided with significant changes in social norms around sugary drinks.

By Jason Pohl
UC Berkeley News

It wasn’t that long ago when cigarettes and soda were go-to convenience store vices, glamorized in movies and marketed toward, well, everyone.

Then, lawmakers and voters raised taxes on cigarettes, and millions of dollars went into public education campaigns about smoking’s harms. Decades of news coverage chronicled how addictive and dangerous cigarettes were and the enormous steps companies took to hide the risks and hook more users.

The result: a radical shift in social norms that made it less acceptable to smoke and pushed cigarette use to historic lows, especially among minors.

New UC Berkeley research suggests sugar-sweetened beverages may be on a similar path.

The city of Berkeley’s first-in-the-nation soda tax a decade ago, along with more recent Bay Area tax increases on sugar-sweetened drinks, have not only led to reduced sales. They are also associated with significant changes in social norms and attitudes about the healthfulness of sweet drinks, said Kristine A. Madsen, a professor at UC Berkeley’s School of Public Health and senior author of a paper published Nov. 25 in the journal BMC Public Health.

Over the span of just a few years, taxes coupled with significant media attention significantly affected the public’s overall perceptions of sugar-sweetened beverages, which include sodas, some juices, and sports drinks. Such a shift in the informal rules surrounding how people think and act could have major implications for public health efforts more broadly, Madsen said.

“Social norms are really powerful. The significant shift we saw in how people are thinking about sugary drinks demonstrates what else we could do,” Madsen said. “We could reimagine a healthier food system. It starts with people thinking, ‘Why drink so much soda?’ But what if we also said, ‘Why isn’t most of the food in our grocery stores food that makes us healthy?’”

Madsen and colleagues from UC San Francisco and UC Davis analyzed surveys from 9,128 people living in lower-income neighborhoods in Berkeley, Oakland, San Francisco, and Richmond. Using data from 2016 to 2019 and 2021, they studied year-to-year trends in people’s perception of sugar-sweetened beverages.

They wanted to understand how the four taxes in the Bay Area might have affected social norms surrounding sugary beverages — the unwritten and often unspoken rules that influence the food and drinks we buy, the clothes we wear and our habits at the dinner table.

Although social norms aren’t visible, they are incredibly powerful forces on our actions and behaviors; just ask anyone who has bought something after an influencer promoted it on TikTok or Instagram.

Researchers asked questions about how often people thought their neighbors drank sodas, sports drinks, and fruity beverages. Participants also rated how healthy several drinks were, which conveyed their own attitudes about the beverages.

The researchers found a 28% decline in the social acceptability of drinking sugar-sweetened beverages.

In Oakland, positive perceptions of peers’ consumption of sports drinks declined after the tax increase, relative to other cities. Similarly, in San Francisco, attitudes about the healthfulness of sugar-sweetened fruit drinks also declined.

In other words, people believed their neighbors weren’t drinking as many sugar-sweetened beverages, which affected their own interest in consuming soda, juices, and sports drinks.

“What it means when social norms change is that people say, ‘Gosh, I guess we don’t drink soda. That’s just not what we do. Not as much. Not all the time,’” Madsen said. “And that’s an amazing shift in mindsets.”

The research is the latest from UC Berkeley that examines how consumption patterns have changed in the decade since Berkeley implemented the nation’s first soda tax.

A 2016 study found a decrease in soda consumption and an increase in people turning to water. Research in 2019 documented a sharp decline in people turning to sugar-sweetened drinks. And earlier this year, Berkeley researchers documented that sugar-sweetened beverage purchases declined dramatically and steadily across five major American cities after taxes were put in place.

The penny-per-ounce tax on beverages, which is levied on distributors of sugary drinks — who ultimately pass that cost of doing business on to consumers — is an important means of communicating about health with the public, Madsen said.

Researchers tallied more than 700 media stories about the taxes on sugar-sweetened beverages during the study period. That level of messaging was likely a major force in driving public awareness and norms.

It’s also something Madsen said future public health interventions must consider. It was part of the progress made in cutting cigarette smoking and seems to be working with sugary drinks. And it’s those interventions that can lead to individual action.

“If we change our behaviors, the environment follows,” Madsen said. “While policy really matters and is incredibly important, we as individuals have to advocate for a healthier food system.”

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In 1974, Then-Gov. Jimmy Carter Visited the Home of Oakland Black Black Political Activist Virtual Murrell While Running for President

civil rights icon Georgia State Representative Julian Bond said that Carter, along with governors Reuben Askew of Florida, Dale Bumpers of Arkansas, and Terry Sanford of North Carolina, were all a part of what was being dubbed the “New South” and so supported civil rights and voting rights for African Americans.

Published

4 hours ago

January 3, 2025

Oakland Post

Virtual Murrell chats with Jimmy Carter two years before Carter was elected president in 1976. Courtesy photo.

By Virtual T. Murrell
Special to The Post

On his way to seeking the presidency, then-Gov. Jimmy Carter visited the Bay Area in his capacity as campaign chairman of the Democratic National Committee in March of 1974.

A friend of mine, Bill Lynch, a Democrat from San Francisco, had been asked to host Carter, who was then relatively unknown. Seeking my advice on the matter, I immediately called my friend, civil rights icon Georgia State Representative Julian Bond, for his opinion.

Bond said that Carter, along with governors Reuben Askew of Florida, Dale Bumpers of Arkansas, and Terry Sanford of North Carolina, were all a part of what was being dubbed the “New South” and so supported civil rights and voting rights for African Americans.

Based on Julian’s comments, I agreed to host the governor. We picked him up at the San Francisco Airport. With his toothy smile, I could tell almost right away that he was like no other politician I had ever met. On his arrival, there was a message telling him to go to the VIP room, where he met then-Secretary of State Jerry Brown.

After leaving the airport, we went to a reception in his honor at the home of Paul “Red” Fay, who had served as the acting secretary of the Navy under President John Kennedy. (Carter, it turned out, had been himself a 1946 graduate of the U.S. Naval Academy and served as a submariner in the 1950s.)

The following afternoon, the Niagara Movement Democratic Club hosted a reception for Carter, which was a major success. Carter indicated that he would be considering running for president and hoped for our support if he did so.

As the event was winding down, I witnessed the most amazing moment: Carter’s wife, Rosalynn, was in the kitchen with my former wife, Irene, wearing an apron and busting suds! You would have to have been there to see it: The first and last time a white woman cleaned up my kitchen.

A few months later, President Richard Nixon resigned amid the Watergate scandal. He was succeeded by his vice president, Gerald Ford.

On the heels of that scandal, Jimmy Carter’s election in 1976 represented integrity and honesty at a point in America’s history when he was just what the nation needed to lead as president of the United States.

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Oakland Post: Week of January 1 – 7, 2025

The printed Weekly Edition of the Oakland Post: Week of January 1 – 7, 2025

Published

2 days ago

January 2, 2025

Oakland Post

To enlarge your view of this issue, use the slider, magnifying glass icon or full page icon in the lower right corner of the browser window.

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Racially Motivated Violence Against Black Teen Prompts $10 Million Claim Against LAUSD 

In December, a second altercation, on a video shared with news media, showed 4 to 6 boys attacking a Black student and using racial slurs. The video also shows a person in a safety vest trying to stop the fight and telling them to “handle it after school.” Then, the video ends. 

Published

5 days ago

December 30, 2024

Oakland Post

(Left to right) Civil Rights Attorney Caree Harper comforts the victim’s mother as she becomes emotional when describing the attacks on her son while her attorney Bradley C. Gage listens. Verdugo Hills High School on Thursday, Dec. 20, 2024, in Tujunga, CA. (Solomon O. Smith /for California Black Media)

By Solomon O. Smith, California Black Media

A distraught mother and her legal team announced a $10 million lawsuit against the Los Angeles Unified School District (LAUSD) on Dec. 16, alleging that her son was the target of bullying because of his race.

“CS DOE is a 14-year-old African American student at Verdugo High School. He is a Ninth Grader,” reads a statement the plaintiff’s attorneys shared with California Black Media (CBM).

“Almost from the first day of class (in August 2024), CS DOE was targeted by Latino students who called him racial slurs, physically attacked him and threatened to stab him.”

The family’s identity has not yet been released to the public due to safety concerns, according to their attorneys Bradley C. Gage and Caree Harper. The student’s mother is identified only as A.O. in the complaint.

The first video, filmed in August, showed several non-Black students punching and kicking a Black student in a bathroom on campus while yelling racial slurs. The mother claims that the students who attacked her son were not punished, and the administration asked her to move her son to another school for his safety.

“They wanted him to leave the school without giving any disciplinary action towards those students,” said the student’s mother. “He’s not going anywhere. He’s going to finish. I wanted him to at least stay until the December winter break, and then I was going to transfer schools for him.”

Before she could enroll her son in a different school the attacks escalated.

CS DOE, a 14-year-old freshman, left the school but was followed by a car, according to Gage. Several individuals exited the vehicle, one with a “large butcher knife.” A fight ensued and two people were stabbed. The Black student was arrested for assault with a deadly weapon but was later released into his mother’s custody.

The high school freshmen is scheduled to appear in juvenile court on Feb. 1, but Harper says she will reach out to the District Attorney and make the case against charging the young man.

“His mama had to go find him because he was hiding and fleeing for his very life,” said Harper.

According to the boy’s mother, the young student is still traumatized and has not been able to return to the area because it remains unsafe. Racial slurs have also been spray painted on their home.

“I’m sad. I’m devastated, you know,” said the mother. “I still feel like they’re after him. I still feel like they can kill him, possibly.”

The LAUSD and principal of Verdugo High School did not respond to CBM’s requests for comment.

If you are – or someone you know is – has experienced a hate crime or hate incident, please visit CAvsHate.org for more information and to find out what you can do about it.