Bay Area Soda Taxes Drive Shift in Public Perception of Sugary Drinks

UC Berkeley research reveals a 28% decline in the social acceptability of sugar-sweetened beverages following soda tax measures and media campaigns.

A decade after Berkeley implemented the nation's first soda tax, researchers report significant changes in social norms around sugary drinks in the Bay Area.
The study found that perceptions of the healthfulness and social acceptability of sugar-sweetened beverages, such as sodas and sports drinks, have declined by 28%.
Surveys of over 9,000 residents in Berkeley, Oakland, San Francisco, and Richmond indicate that individuals are influenced by their beliefs about their neighbors' consumption habits.
Media coverage, with over 700 stories about soda taxes during the study period, played a critical role in raising awareness and shaping public attitudes.
Researchers suggest that similar strategies could be applied to reimagine broader public health efforts, including advocating for a healthier food system.