How Bay Area Soda Taxes Are Shaping Minds, Not Just Sales
Groundbreaking research from UC Berkeley reveals that imposing taxes on sugary drinks, alongside a wave of media coverage, has transformed societal views on these sweetened beverages.
By US Research Team
UC Berkeley Insights
Remember the days when cigarettes and soda were the quintessential indulgences of convenience stores, often glamorized in films and aimed at everyone? Those days are fading fast.
In a powerful shift, lawmakers and voters took a stand against cigarettes by raising taxes and funding public education campaigns to reveal the harmful truths of smoking. The results? A significant drop in cigarette consumption, hitting historic lows, especially among the youth.
Now, new insights from UC Berkeley indicate that sugar-sweetened beverages could be on a similar trajectory.
The pioneering soda tax in Berkeley, the first of its kind in the nation a decade ago, combined with recent tax hikes across the Bay Area, have not only curtailed sales but also reshaped public attitudes towards sugary drinks. Kristine A. Madsen, a professor at UC Berkeley’s School of Public Health and the lead author of a paper published in BMC Public Health, emphasized the remarkable impact of these changes.
In just a few years, the combination of taxation and heightened media focus has led to a dramatic shift in how the public perceives sugary drinks, including sodas and sports drinks. This transformation in social attitudes could have profound implications for health initiatives across the board, Madsen notes.
“Social norms wield incredible power. The noticeable change in how people view sugary drinks showcases the possibilities before us,” Madsen stated. “Imagine reimagining a healthier food landscape where people start questioning, ‘Why drink so much soda?’ And what if we also asked, ‘Why isn’t most of the food in our grocery stores geared toward promoting our health?’”
Madsen and her team, along with researchers from UC San Francisco and UC Davis, analyzed surveys from over 9,000 individuals residing in lower-income areas across Berkeley, Oakland, San Francisco, and Richmond. They tracked trends from 2016 to 2021, aiming to understand how the four recent taxes in the Bay Area could influence social norms surrounding sugary beverages.
While these norms may seem invisible, they act as formidable forces shaping our choices and behaviors—just think about how many products you’ve bought after seeing them promoted by influencers on social media.
Participants were asked how often they perceived their neighbors consuming sodas and sports drinks, and they rated the healthiness of various beverages, reflecting their own attitudes. The findings revealed a staggering 28% decline in the social acceptability of drinking sugar-sweetened beverages.
In Oakland, perceptions of peers consuming sports drinks dropped notably following the tax increase, while in San Francisco, beliefs around the healthiness of sugary fruit drinks similarly fell.
In essence, people began to think that their neighbors were cutting back on sugary beverages, which in turn influenced their own consumption habits.
“When social norms shift, individuals begin to think, ‘I guess we don’t really drink soda anymore; it’s just not our thing,’” Madsen explained. “That represents a remarkable change in mindset.”
This research continues to shed light on how consumption patterns have evolved since the introduction of Berkeley’s soda tax, which paved the way for this groundbreaking study.
Past studies have already documented substantial drops in soda consumption, with many opting for healthier choices like water instead. Just this year, it was revealed that purchases of sugary drinks have seen a steady decline across major American cities post-tax implementation.
The penny-per-ounce tax on sugary beverages is levied on distributors, who then pass that cost to consumers. Madsen emphasizes that this tax represents a vital tool for communicating health messages to the public.
Throughout the study period, researchers noted over 700 media stories discussing taxes on sugary drinks, underlining the significant role media plays in shaping public awareness and norms.
This is a crucial component that future public health strategies must consider. The momentum gained in reducing cigarette use could very well be mirrored in the battle against sugary drinks, paving the way for individual actions toward healthier choices.
“When we change our behaviors, the environment transforms alongside us,” Madsen stated. “While policy is critical, it’s equally important for us as individuals to advocate for a better food system.”
