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

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

32 minutes 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

44 minutes 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.

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More and More, Black Californians Are Worried About Rising Costs of Housing, Energy, Food and Gas

According to an April 2024 report by the Greenlining Institute, low-income Black Californians are struggling with affordability due to a combination of historical systemic barriers and modern economic pressures. The Greenlining Institute is a California-based policy, research, and advocacy nonprofit founded in 1993 to fight systemic racism and economic injustice.

Published

50 minutes ago

May 17, 2026

Oakland Post

iStock.

By Antonio‌ ‌Ray‌ ‌Harvey‌, California‌ ‌Black‌ ‌Media‌

Housing, energy, food and gas are four essential household expenses, and their rising costs are forcing residents—especially lower-income households—to make difficult trade-offs, Assemblymember Rhodesia Ransom (D-Stockton) said at a conference on affordability last week in Sacramento.

Ransom, a member of the California Legislative Black Caucus (CLBC), noted a shift in consumer behavior, stating, “Before people used to choose between things that they wanted and things that they needed.”

“Now, what we’re hearing from constituents is they are prioritizing their needs differently,” she said. “Because of the affordability crisis, it’s no longer about choosing between other needs. Our constituents are now saying ‘what needs to be prioritized?’ Gas and food are at the top of the list.”

Ransom made the comments about affordability at Capitol Weekly’s informational conference titled “Affordability: The Cost of Living in California,” which was held on April 30 at the University of California’s Student and Policy Center.

Co-hosted with the University of California Student and Policy Center, the political conversations focused on identifying policy solutions to the state’s extremely high prices for energy, food, and essentials.

The keynote speakers at the conference were former Assemblymember Lorena Gonzalez, president of the California Federation of Labor Unions, and Mike Madrid, a political strategist, author, and senior fellow at UC Irvine.

Conversations about affordability are taking on greater urgency as the election season kicks in, speakers said.

According to an April 2024 report by the Greenlining Institute, low-income Black Californians are struggling with affordability due to a combination of historical systemic barriers and modern economic pressures. The Greenlining Institute is a California-based policy, research, and advocacy nonprofit founded in 1993 to fight systemic racism and economic injustice.

Black households in California experience the highest levels of rent burden; approximately 65% of Black renters, according to the Greenlining report. Historical “redlining” and ongoing discrimination have restricted homeownership. Black families also pay 43% more for energy than White households, partly because they are more likely to live in older, less energy-efficient rentals.

In addition, roughly 1 in 3 Black adults (36.5%) reported household food insecurity in late 2025, more than double the rate for White adults. This is often exacerbated by “food deserts” in predominantly Black neighborhoods.

In March, Assembly Minority Leader Heath Flora (R-Ripon) expressed concerns about affordability in California, describing it as a crisis where families are being “pushed to the edge.”

“Californians should not have to choose between putting food on the table or filling up their car,” Flora stated. “We need to cut costs now. Not tomorrow, not next week, not next month. Now.”

Cuts to the federal Supplemental Nutrition Assistance Program (SNAP) funding are being driven by the Trump Administration’s One Big Beautiful Bill Act (H.R. 1), which is reducing federal spending by approximately $187 billion through 2034.

Those reductions are putting more pressure on the state to help, Ransom said. According to the AAA Gas Prices website, as of May 8, California’s gasoline prices averaged over $6 per gallon in some areas, with various locations experiencing spikes of $7 to $8 per gallon. In California, fuel prices are driven by refinery maintenance and market volatility, while high food prices are linked to rising transportation costs, experts say.