Activism

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

Published

3 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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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

2 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.

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2024 In Review: 7 Questions for the California Association of Black School Educators 

CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges. The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students.

Published

2 days ago

December 30, 2024

Oakland Post

CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges. The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students.

CABSE President Satra Zurita and Conference Chair Micah Ali.

By Edward Henderson, California Black Media

The California Association of Black School Educators (CABSE) is an organization consisting of elected and appointed school officials, administrators and instructors from across California who are committed to advancing equity for Black students.

CABSE members represent governmental agencies, charter schools and charter school organizations, public school districts, traditional public schools, and community colleges.

The organization’s primary goal is to expand PK-14 educational opportunities for all students in California, with an emphasis on under-represented and under-served Black students.

California Black Media (CBM) spoke with CABSE President Satra Zurita and Conference Chair Micah Ali about this year’s successes, disappointments, and plans for the organization coming into the new year.

Looking back at 2024, what stands out to you as your most important achievement and why?

Ali: I would have to say that two highlights have been the ongoing support of the Bill and Melinda Gates Foundation, Engie, and other sponsors that have enabled us to bring together like-minded education leaders twice a year to collectively advance innovative and meaningful strategies to achieve change on behalf of Black students across our state.

How did your leadership and investments contribute to improving the lives of Black Californians? 

Zurita: CABSE’s leadership and investment in improving the education system for Black students in our great state has resulted in a long-standing focus on transforming public education and its response to Black students. By pulling from the very wisdom of those educators and leaders who care deeply about Black students and who are showing great promise through their efforts.

What frustrated you the most over the last year? 

Zurita: Continuing to see the deep impact of COVID-19 Pandemic school site closures on students academically and emotionally — especially Black students. This makes our work and our advocacy more vital than ever.

CBM: What inspired you the most over the last year?

Zurita: Seeing our CABSE convenings grow in depth and breadth — our strategies, powerful content and reach.

What is one lesson you learned in 2024 that will inform your decision-making next year?

Ali: Our Blueprint for Education Equity is a crowd-sourced framework of strategies that have shown great promise for improving the education experiences and opportunities for Black students. In 2024, we developed an equity self-assessment tool for districts to use in evaluating their own efforts on behalf of Black students. Strategies are helping Black students.

In one word, what is the biggest challenge Black Californians face?

Zurita: Many Black students across our state are dealing with a host of challenges: homelessness, food insecurity, exposure to violence, not to mention bias remains a pervasive problem. To add to the challenge, educators are worn out, tired, and frustrated. We now need to think about how we can simultaneously inspire and empower students and educators alike. The system needs an overhaul.

What is the goal you want to achieve most in 2025?

Zurita: In 2025, we hope to stand CABSE up as a fully functioning non-profit organization engaged in research and policy design.

Ali: We also aim to deepen the content of our convenings, including adding a Math Track and what we are calling Social Determinants of Education Track to our annual conference and institute, which will address those social contexts that prevent Black students from realizing their potential as students.

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2024 in Review: 7 Questions for Social Justice Executive Kaci Patterson

Kaci Peterson, the founder and Chief Architect of Social Good Solutions and the Black Equity Collective, has over 18 years of experience in the non-profit and philanthropy sectors. California Black Media (CBM) spoke with Peterson recently. She discussed the organization’s successes, disappointments, and lessons from 2024 as they continue their initiatives into the new year.

Published

2 days ago

December 30, 2024

Oakland Post

File photo: Kaci Patterson, founder of Los Angeles-based Black Equity Collective, represented grassroot organizations from across the state that demanded the state invest into a coalition that aims to build a healthy relationship between philanthropy groups and the public sector. May 10, 2023, Sacramento, California. CBM photo by Antonio Ray Harvey.

By Edward Henderson, California Black Media

The Black Equity Collective (BEC) is a community-focused, public-private partnership with Black equity as its central, driving force.

Born out of two organizations – the Social Good Solutions Firm and the Black Equity Initiative — BEC’s mission is centered on the belief that progress on Black equity and racial justice must be part of any credible social justice movement in the United States. Additionally, the collective believes equity is only achieved when philanthropic investments, public policies, and institutional practices converge to boldly confront racial injustice.

Kaci Peterson, the founder and Chief Architect of Social Good Solutions and the Black Equity Collective, has over 18 years of experience in the non-profit and philanthropy sectors.

California Black Media (CBM) spoke with Peterson recently. She discussed the organization’s successes, disappointments, and lessons from 2024 as they continue their initiatives into the new year.

Looking back at 2024, what stands out to you as your most important achievement and why? 

This year, we celebrated our 10-year anniversary as a firm. Since the firm’ s inception we are proud to announce that cumulatively we’ve been able to raise and leverage over $55.5 million for Black-led organizations in California.

One of the things that we have accomplished is our expanded membership. We had an initial goal of 30 to 40 organizations. We have a current membership of 54 organizations and a waiting list of over 120.

How did your leadership and investments contribute to improving the lives of Black Californians? 

We launched a survey involving 200 Black-led organizations to study the economic impact of Black-led organizations on California’ s GDP. The results of that survey will be released in early 2025.

What frustrated you the most over the last year?

The decline in philanthropic investment after the height of commitments following the murder of George Floyd, following COVID.

What inspired you the most over the last year?

I am always inspired by the leaders on the ground who just continue to do monumental work. The fact that here in Los Angeles, we’ve been able to stand up a doula hub in response to the policy advocacy work that so many of our leaders, our Black women in particular, really pushed and got state legislation passed a couple of years ago so that doulas can be an approved and reimbursable expense through Medi-Cal.

What is one lesson you learned in 2024 that will inform your decision-making next year?

I started an 11-week sabbatical on Nov. 1. I think oftentimes as Black leaders, we are burning the candle at both ends. And I don’ t think Black people are even aware of the social, emotional, and physical toll that taken on us/ We must rest, retreat and take respite as part of our journey to justice.

In one word, what is the biggest challenge Black Californians face?

Erasure.

We’ve really leaned into a narrative of Black permanence and what it means to preserve our community, our culture, our contributions, our language, our history, our leaders, our institutions.

What is the goal you want to achieve most in 2025?

I really want to start up an endowment for the collective. I think it’s really important to be able to preserve all of the things that the collective has contributed the philanthropic ecosystem so far.