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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By Magaly Muñoz

In the last lengthy Tuesday meeting of the Oakland City Council for 2024, residents expressed strong opposition to the much needed budget cuts before a change in leadership was finalized with the certification of election results.

In a five to one vote, with Councilmembers Carroll Fife and Janani Ramachandran excused, the council passed a plan aimed at balancing the $130 million deficit the city is facing. Noel Gallo voted against the plan, previously citing concerns over public safety cuts, while Nikki Fortunato-Bas, Treva Reid, Rebecca Kaplan, Kevin Jenkins, and Dan Kalb voted in agreement with the plan.

Oakland police and fire departments, the ambassador program, and city arts and culture will all see significant cuts over the course of two phases.

Phase 1 will eliminate two police academies, brown out two fire stations, eliminate the ambassador program, and reduce police overtime by nearly $25 million. These, with several other cuts across departments, aim to save the city $60 million. In addition, the council simultaneously approved to transfer restricted funds into its general purpose fund, amounting to over $40 million.

Phase 2 includes additional fire station brownouts and the elimination of 91 jobs, aiming to recover almost $16 million in order to balance the rest of the budget.

Several organizations and residents spoke out at the meeting in hopes of swaying the council to not make cuts to their programs.

East Oakland Senior Center volunteers and members, and homeless advocates, filled the plaza just outside of City Hall with rallies to show their disapproval of the new budget plan. Senior residents told the council to “remember that you’ll get old too” and that disturbing their resources will only bring problems for an already struggling community.

While city staff announced that there would not be complete cuts to senior center facilities, there would be significant reductions to staff and possibly inter-program services down the line.

Exiting council member and interim mayor Bas told the public that she is still hopeful that the one-time $125 million Coliseum sale deal will proceed in the near future so that the city would not have to continue with drastic cuts. The deal was intended to save the city for fiscal year 2024-25, but a hold up at the county level has paused any progress and therefore millions of dollars in funds Oakland desperately needs.

The Coliseum sale has been a contentious one. Residents and city leaders were originally against using the deal as a way to balance the budget, citing doubts about the sellers, the African American Sports and Entertainment Group’s (AASEG), ability to complete the deal. Council members Reid, Ramachandran, and Gallo have called several emergency meetings to understand where the first installments of the sale are, with little to no answers.

Bas added that as the new Alameda County Supervisor for D5, a position she starts in a few weeks, she will do everything in her power to push the Coliseum sale along.

The city is also considering a sales tax measure to put on the special election ballot on April 15, 2025, which will also serve as an election to fill the now vacant D2 and mayor positions. The tax increase would raise approximately $29 million annually for Oakland, allowing the city to gain much-needed revenue for the next two-year budget.

The council will discuss the possible sales tax measure on January 9.

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