Soda taxes actually work, improving both health and mindset

Do you remember when cigarettes and sodas were the most popular items in convenience stores, advertised everywhere and consumed by almost everybody?

Things have changed massively over time.

Cigarette smoking, once deemed cool and fashionable, saw a massive reversal in perception following extensive campaigns that educated the public about its health implications.

There were also tax hikes on cigarettes, and increased information about the addictive and harmful nature of nicotine.

This propelled a massive decline in smoking rates which drove cigarette usage to an all-time low, especially among younger members of the population.

It seems that unhealthy, sugar-sweetened beverages appear to be treading a similar path, suggests recent research from UC Berkeley.

Turning the tide against soda and sugary drinks

Fast forward to the present and Berkeley has become the first city to impose a soda tax.

Coupled with recent tax hikes on sugar-sweetened drinks across the Bay Area, these initiatives have contributed significantly to declining sales and brought about a considerable shift in social norms and attitudes regarding the healthfulness of sweet drinks, according to Kristine A. Madsen, a professor at UC Berkeley’s School of Public Health.

In a relatively short period, taxes and extensive media coverage have significantly shaped the public’s views on sugary beverages, including sodas, some juices, and sports drinks.

This change in perception could have far-reaching implications for public health endeavors overall.

“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?’”

The power of perception

Madsen, along with colleagues from UC San Francisco and UC Davis, utilized surveys from over 9,000 individuals living in lower-income neighborhoods in Berkeley, Oakland, San Francisco, and Richmond.

They examined year-to-year trends in people’s perception of sugar-sweetened beverages using data from 2016 to 2019, and 2021.

The objective was to gauge how the four taxes might have influenced the social norms surrounding these beverages.

These norms, although invisible, influence our actions and behaviors powerfully, impacting our choices regarding food and drinks, our clothing, and our habits.

The researchers identified a 28% decline in the social acceptability of consuming sugar-sweetened beverages.

Watching what the neighbors drink

In locations like Oakland, attitudes towards sports drinks consumption changed for the better after the tax increase, compared to other cities.

The healthfulness of sugar-sweetened fruit drinks also saw a decline in perception in San Francisco.

Changes in social norms resulted in people believing that their neighbors were reducing their consumption of these sugary beverages, which in turn influenced their own consumption choices.

This research aligns with previous studies from UC Berkeley that examine changing consumption patterns following the implementation of the nation’s first soda tax.

These studies herald the decline in soda consumption, a tilt towards healthier choices like water, and a sharp decline in the general consumption of sugar-sweetened drinks.

Leveraging taxation and media to drive healthier choices

Notably, the tax imposition on sugary beverages, although levied on distributors, ultimately trickles down to the consumer’s pocket and serves as a significant communication medium about health.

Researchers identified over 700 media stories concerning these taxes during the study period, which likely played a considerable role in driving public awareness and norms.

Madsen highlights the importance of including such measures in future public health interventions. Similar strategies contributed to curbing cigarette smoking, and they seem to be working with sugary drinks as well.

Our individual actions can bring about significant environmental changes. “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.”

Soda’s decline: A model for future health campaigns

The decline in soda consumption, which has been driven by targeted taxes and public awareness campaigns, provides a blueprint for tackling other health challenges.

Similar strategies could be employed to address issues like processed food consumption and over-reliance on high-calorie snacks.

By coupling policy changes with effective media messaging, society can continue to shift norms and promote healthier lifestyles.

The full study was published in the journal BMC Public Health.

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