Activism

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

Published

6 months 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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Activism

Over 500 Join Interfaith Rally in Solidarity with Los Angeles Resistance to Trump Invasion

Over 500 people attended the Tuesday evening rally in Oakland, which was held simultaneously with a prayer vigil in Los Angeles, where rabbis, pastors, Muslim faith leaders, and indigenous spiritual leaders gathered to pray and speak out about the federal government’s abuses of power.

Published

2 days ago

June 14, 2025

Oakland Post

Hundreds gathered at Fruitvale Plaza in Oakland on June 10 in solidarity with immigrants and opposed to Trump’s use of armed federal agents in Los Angeles. Photo by Beth LaBerge/KQED.

By Post Staff

n response to last week’s “invasion” of Los Angeles by armed and masked federal agents, East Bay faith leaders and community members, joined by Oakland Mayor Barbara Lee and Alameda County Supervisor Nikki Fortunato Bas, held an Interfaith vigil Tuesday evening at Oakland’s Fruitvale Plaza in support of Los Angeles residents and immigrant communities across the country.

Earlier on the same day, hundreds of protesters at San Francisco and Concord immigration courts shut down the courts after masked, plainclothes federal ICE agents detained people seeking asylum attending their court hearings.

“Too many families in Los Angeles torn apart by this invasion still do not have access to a lawyer — and that’s not an accident. We, the people, the community, are here to say, ‘Enough!’ We must keep organizing and demand that ICE and our government respect the rights of all people and uphold the principle of due process,” said Andrés Pomart with Trabajadores Unidos Workers United.

“We know that when we organize, we win. That’s why our communities – Black, Brown, and working-class – are coming together to support each other in solidarity. Together, as immigrant communities and as a united working class, we will not be divided nor intimidated nor live in fear,” Pomart said.

“Immigrant communities — yes, our immigrant communities — are the heartbeat of Oakland, enriching our neighborhoods with diverse cultures, languages and experience, and deserve the quality of life that every human being deserves. An attack on one of us is an attack on all of us. “Your city remains committed to protecting our immigrant neighbors,” said Mayor Lee.

“When Trump’s armed goons come for our families and communities, when they trample on our shared values of freedom and opportunity, when they make a mockery of our rights to due process, we are called to step up for our neighbors,” said Supervisor Bas. “This is not just an immigration story. It’s a story about who we are — and how we respond when our neighbors are under attack and when the president of the United States abuses his powers. When they come for one of us, they come for all of us.”

Said Kampala Taiz-Rancifer, the Oakland teachers’ union president, “It is time for us to say, ‘Not in our city.’ We will stop, we will block, we will drive out ICE. We will protect our classrooms. We will protect our streets. We will protect our homes. Together, we rise for the dignity of our families and our right to live without fear.”

“I feel that the president and the current administration is grossly overstepping and abusing their power,” Rabbi Chai Levy, speaking to KQED. “I feel that, as a religious person, communities of faith need to show up and stand in solidarity with immigrants who are threatened and afraid. “It’s important to show up as people of conscience and morality and say that we’re against what our government is doing.”

The vigil was hosted by Bay Resistance, and co-sponsoring organizations included the Alameda Labor Council, Alliance of Californians for Community Empowerment (ACCE), Faith in Action East Bay, Restore Oakland, East Bay Alliance for a Sustainable Economy (EBASE), Ella Baker Center for Human Rights, Oakland Rising, Faith Alliance for a Moral Economy, SEIU Local 1021, Communities United for Restorative Youth Justice (CURYJ), SEIU United Service Workers West, Jewish Voice for Peace Bay Area, Jobs with Justice San Francisco, Interfaith Movement for Human Integrity, Urban Peace Movement, and Trabajadores Unidos Workers United.

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Oak Temple Hill Hosts Interfaith Leaders from Across the Bay Area

Distinguished faith leaders Rev. Ken Chambers, executive director the Interfaith Council of Alameda County (ICAC); Michael Pappas, executive director of the San Francisco Interfaith Council; and Dr. Ejaz Naqzi, president of the Contra Costa County Interfaith Council addressed the group on key issues including homelessness, food insecurity, immigration, and meaningful opportunities to care for individuals and communities in need.

Published

2 days ago

June 14, 2025

Oakland Post

Troy McCombs (from the state of Washington), Elder Mark Mortensen (from Irvine, CA), Michael Pappas, Rev. Ken Chambers, Dr. Ejaz Naqvi, Elder Sigfried Nauman (from the state of Washington), and Richard Kopf. Courtesy photo.

Special to the Post

Interfaith leaders from the Bay Area participated in a panel discussion at the annual meeting of communication leaders from The Church of Jesus Christ of Latter-day Saints held on Temple Hill in Oakland on May 31. Distinguished faith leaders Rev. Ken Chambers, executive director the Interfaith Council of Alameda County (ICAC); Michael Pappas, executive director of the San Francisco Interfaith Council; and Dr. Ejaz Naqzi, president of the Contra Costa County Interfaith Council addressed the group on key issues including homelessness, food insecurity, immigration, and meaningful opportunities to care for individuals and communities in need.

Chambers, said he is thankful for the leadership and support of the Church of Jesus Christ Latter-Day Saints’ global ministry, which recently worked with the interfaith congregations of ICAC to help Yasjmine Oeveraas a homeless Norwegian mother and her family find shelter and access to government services.

Oeveraas told the story of how she was assisted by ICAC to the Oakland Post. “I’m a Norwegian citizen who escaped an abusive marriage with nowhere to go. We’ve been homeless in Florida since January 2024. Recently, we came to California for my son’s passport, but my plan to drive for Uber fell through, leaving us homeless again. Through 2-1-1, I was connected to Rev. Ken Chambers, pastor of the West Side Missionary Baptist Church and president of the Interfaith Council of Alameda County, and his car park program, which changed our lives. We spent about a week-and-a-half living in our car before being blessed with a trailer. After four years of uncertainty and 18 months of homelessness, this program has given us stability and hope again.

“Now, both my son and I have the opportunity to continue our education. I’m pursuing cyber analytics, something I couldn’t do while living in the car. My son can also complete his education, which is a huge relief. This program has given us the space to focus and regain our dignity. I am working harder than ever to reach my goals and give back to others in need.”

Richard Kopf, communication director for The Church of Jesus Christ in the Bay Area stated: “As followers of Jesus Christ, we embrace interfaith cooperation and are united in our efforts to show God’s love for all of his children.”

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Activism

Learning Life’s Lessons

Since his release over five years ago, Richard has committed himself to making a difference, particularly by reaching out to women and families who lack the presence of a father or husband. He knows he cannot undo the years lost behind prison walls, but he is determined to use his past to build a better future for others. His story mirrors that of many who have walked a similar path. Yet, it remains uniquely his own – a testament to the power of change, resilience, and the belief that even from tragedy, something good can emerge.

Published

2 days ago

June 14, 2025

Oakland Post

Richard Johnson and son Fati. Courtesy photo.

“California’s three-strike laws gave me 2 life sentences for drug possession. After serving 28 years, mostly in solitary confinement, I am free to lead a movement to get the formerly incarcerated to give back.”

By Richard Johnson

I have written this book in hopes of being able to help others from not traveling down the path that leads to imprisonment or a cemetery. At the very beginning of writing this book, it began as a message to my son Fati Yero Gaidi, who was only two years old at the time that I was given two life sentences in prison for drug possession, under the newly implemented three-strikes-you-out law. The more that I wrote, the book began to evolve beyond its intended purpose for my son; it became something that any and everyone could utilize on their separate journeys through life challenges that we encounter. The book helped me put my thoughts, reasoning, perceptions, and views on display, while opening doors that, for the most part, were closed. The book can be purchased via Amazon. Learning life lessons.

About the Author

By Post staff

Richard “Razor” Johnson, 74, is a man whose life journey is marked by hard-earned wisdom, redemption, and an unshakable commitment to guiding the next generation. Once sentenced to life under California’s Three Strikes Law, he was released through what he calls nothing short of divine intervention. His time behind bars, particularly in Pelican Bay State Prison, gave him a new raw and unfiltered understanding of life’s hardest truths.

With the realization that time is precious and the future is shaped by the lessons we learn, Richard writes with urgency and purpose. His book—a 300-page labor of love—is dedicated to young men who may not have a father to teach them the meaning of life’s most important words. Through definitions filled with wisdom, experience, and deep personal insight, he offers direction to those who find themselves lost, just as he once was.

His words are not just lessons; they are a call to action. He hopes that by investing in young minds with wisdom and insight, they will be better equipped to navigate life’s trials, learn from their mistakes, and find their path to success. Richard “Razor” Johnson writes not just to be heard, but to help – because he knows firsthand that sometimes guidance can make all the difference.

Post publishers Paul and Gay Cobb visited Johnson in San Quentin and attended his graduation while he was in prison. He became a columnist with the Post News Group and has continued his advocacy for the formerly incarcerated by urging them to “give something back”. Johnson says he will be speaking at prisons, colleges, and media outlets to help organize voter registration and community service projects.