Activism

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

Published

1 year 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

OPINION: The Fire of Oakland’s Justin Jones

Jones made headlines three years ago when he was one of a pair of Justins. Along with fellow State Rep. Justin Pearson (D-Memphis), he fought their removal from the state house in Tennessee and won reinstatement. Now, Pearson is running for Congress and Jones is still fighting for all of us.

Published

15 minutes ago

May 17, 2026

Oakland Post

Tennessee State Rep. Justin Jones (D-Nashville). File photo.

By Emil Amok Guillermo

You may know Tennessee State Rep. Justin Jones (D-Nashville).

He grew up in Oakland and the East Bay. His mother is Filipino. You can tell by his full name Justin Shea Bautista Jones.

His father is African American.

He is fighting for all of us.

Now, Pearson is running for Congress and Jones is still fighting for all of us.

The recent 6-3 Supreme Court decision barring the use of race in drawing congressional districts marks a major turning point in U.S. history.

The decision took away the Voting Rights Act’s power to assure minority voices were both heard and represented.

“What we’re seeing now is this new Jim Crow system in which Black and Brown communities are without voice in our political process,” he told Fredricka Whitfield on CNN last weekend.

“That’s a canary in the coal mine for the rest of the nation. If they come for one of us, they’re coming for all of us, and some of my message to America is that the South is the front line of democracy,” Jones said. “They are dismantling multi-racial democracy here in the South, in states like Tennessee and Louisiana. But they aren’t going to stop here.”

That’s why Jones said we have to start paying attention to the South, and start helping them fight back there,” he said.

“I want to be clear that this terror, this type of system they’re enacting, are the same systems my grandparents told me about who grew up in Tennessee, a system where people like me couldn’t even be in political office. That’s the time they’re bringing us back to and I’m not sounding the alarm to be alarmist. But I am sounding it because we’ve seen this before in our history.”

Jones talked about Reconstruction and about what happened between the end of the 1800s and the beginning of the 1960s, when there was no Black political representation.

It’s a rebellion to keep our democracy going forward, he said.

“Stand with us and help us fight back against this extremist power grab — this racist power grab against our vision of a multi-racial democracy,” Jones added.

“While there is a litigation strategy, it’s important to maintain what he called a “movement strategy” that leads to the largest voter mobilization and registration that has ever been seen in the South,” he encouraged.

In 2026.

“Tennessee is an oppressed state,” Jones said. “It’s a state where one in five Black voters can’t vote because of felony disenfranchisement. It is where you can use a gun permit to vote, but you can’t use a student ID card to vote.

That’s the Asian American African American voice of Justin Jones.

Read his words for inspiration.

About the Author

Emil Guillermo is a veteran journalist, commentator, and comic stage monologist. His new show “69, Emil Amok: Anchorman—The News Made Me Do It,” is at the San Diego Fringe at New Destiny/Lincoln Park, 4931 Logan Ave. Ste. 102. May 14-23, at various times. Get tickets here.

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California Launches Free Diaper Program for Newborns Statewide

The initiative, called Golden State Start, will provide 400 free diapers to every newborn delivered at participating California hospitals beginning this summer. The state is partnering with Baby2Baby, a California-based nonprofit that distributes essential items to children in need nationwide.

Published

1 hour ago

May 17, 2026

Oakland Post

iStock.

By Bo Tefu, California Black Media

Gov. Gavin Newsom announced Friday that California will launch a first-in-the-nation program providing free diapers to families with newborns, part of a broader effort to lower costs for parents and improve infant health outcomes.

The initiative, called Golden State Start, will provide 400 free diapers to every newborn delivered at participating California hospitals beginning this summer. The state is partnering with Baby2Baby, a California-based nonprofit that distributes essential items to children in need nationwide.

State officials said hospitals participating in the program will give families the diapers when they are discharged after birth, helping parents leave with an immediate supply of newborn essentials.

“Every baby born in California deserves a healthy start in life,” Newsom said in a statement. He said the program is part of California’s broader affordability efforts, which also include free school meals, universal preschool for four-year-olds and expanded after-school programs.

The announcement comes ahead of Mother’s Day and is tied to the administration’s broader CalRx initiative, which aims to reduce costs for essential products and medications. State officials said California is also exploring ways to lower diaper prices by challenging high costs from major brands.

The first year of the program will prioritize hospitals serving large numbers of Medi-Cal patients, with plans to expand to additional hospitals and birthing centers over time. Officials said the effort is intended to reduce financial pressure on low-income families and improve infant and maternal health by ensuring parents have access to clean diapers.

“California families deserve to feel supported during one of life’s more exciting, yet vulnerable transitions,” First Partner Jennifer Siebel Newsom said in a statement. She said the program would allow parents to focus on caring for their newborns instead of worrying about basic supplies.

According to Baby2Baby, one in two families in the United States struggles to afford diapers. The organization has distributed more than half a billion items to children over the past 15 years through partnerships with shelters, hospitals, foster care programs and schools.

State officials said Baby2Baby will oversee diaper purchasing, warehousing and distribution through its existing hospital and community partnerships across California.

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Asm. Jackson Bill Requiring Anti-Hate Speech Training for Calif. Public Officials Sent to “Suspense File”

The bill, authored by Assemblymember Corey Jackson (D-Moreno Valley), would add one hour of anti-hate speech instruction to the sexual harassment prevention training already required for state and local officials. The proposal applies to legislators, constitutional officers, city council members, county supervisors and school board trustees statewide and would take effect in 2028 if approved.

Published

1 hour ago

May 17, 2026

Oakland Post

Photo courtesy of the office of Assemblymember Corey Jackson (D-Moreno Valley).

By Bo Tefu, California Black Media

After a hearing on May 6, the Assembly Appropriations Committee ordered Assembly Bill (AB) 1578 to the Suspense File, delaying action on legislation that would require California public officials to complete anti-hate speech training.

“It’s time for us to continue to work on and finally go on the offense when it comes to hate racism and xenophobia to make sure that all people are able to live in the state of California with the dignity and honor that they deserve,” said Jackson, who also chairs the Assembly Select Committee on Racism, Hate and Xenophobia.

On April 16, the Assembly Committee on Governmental Organization voted 16-5 to advance the measure to Appropriations. Jackson has said the bill is part of a broader legislative package informed by findings from the Commission on the State of Hate and aimed at addressing hate in public spaces, workplaces and institutions.

In the California Legislature, a bill is placed on the “Suspense File” when it has a significant fiscal impact on the state budget — generally costing the state $150,000 or more from the General Fund or $50,000 or more from a special fund. Bills sent to suspense are held by the Assembly or Senate Appropriations Committee and reviewed later in a single batch hearing, where lawmakers decide which measures move forward, are amended, or quietly die without a vote.

Jackson said the training would focus on the real-world consequences of inflammatory rhetoric.

Supporters, including the Alameda County Office of Education, say the training would help elected officials better understand how language can perpetuate bias.

“In the current political climate, where discourse can often become polarized and inflammatory, it is more important than ever for elected officials to receive specialized anti-hate speech training,” wrote Lucy Carter, director of policy and governance for the Alameda County Office of Education, in a letter supporting the bill.

Opponents, including the California Family Council, argue the term “hate speech” is too subjective and could suppress political disagreement.