New research led by UC Berkeley indicates that soda taxes not only reduce sales but also influence public attitudes and social norms about the healthfulness of sugary beverages, potentially heralding a broader shift in public health.
In recent years, taxes on sugar-sweetened beverages have done more than just curb sales; they’ve initiated a significant shift in public perception, similar to the era of anti-smoking campaigns. A new study led by the University of California, Berkeley uncovers the profound impact these taxes have had on societal attitudes toward sugary drinks.
The research, published in BMC Public Health, reveals that the landmark soda tax in Berkeley, along with subsequent taxes in the Bay Area, has resulted in a cultural shift regarding the consumption of sugar-laden beverages.
Kristine A. Madsen, a professor at UC Berkeley’s School of Public Health and senior author of the study, emphasized the broader implications for public health.
“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 in a news release. “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?’”
The study analyzed surveys from 9,128 residents in lower-income neighborhoods across Berkeley, Oakland, San Francisco and Richmond, spanning data from 2016 to 2019 and 2021. Researchers aimed to discern how soda taxes influenced public attitudes and social norms — the unspoken societal rules that shape behaviors and choices.
The survey participants reported their perceptions of how often their neighbors consumed sodas, sports drinks and sugary juices. They also rated the healthfulness of various beverages. The findings showed a 28% decrease in the social acceptability of drinking sugar-sweetened beverages.
Following Oakland’s tax increase, positive perceptions of sports drink consumption declined more significantly compared to neighboring cities. Similarly, in San Francisco, attitudes towards the healthfulness of sugary fruit drinks decreased.
“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 added. “And that’s an amazing shift in mindsets.”
This latest study adds to a growing body of research from UC Berkeley on the impact of soda taxes. A 2016 study noted a drop in soda consumption alongside an uptick in water intake. Another study in 2019 reported a significant decline in sugar-sweetened drink purchases. Earlier this year, UC Berkeley researchers found that such beverage purchases fell dramatically across five major U.S. cities with soda taxes.
The penny-per-ounce tax on these beverages, imposed on distributors who pass the cost to consumers, has been an effective communication tool, fueling public health dialogue. The researchers identified over 700 media stories about soda taxes during the study period, underscoring the role of media in shaping social norms.
Madsen underscored the necessity for future public health interventions to harness the power of social norms, similar to the strategies used to curtail smoking.
“If we change our behaviors, the environment follows,” she added. “While policy really matters and is incredibly important, we as individuals have to advocate for a healthier food system.”
The findings from this research provide an optimistic outlook for public health initiatives, suggesting that the collective mindset towards healthier living can indeed be reshaped by thoughtful policy measures and sustained media engagement.