De-normalizing sugar-sweetened beverage consumption

A study by UC Berkeley researchers reveals that taxes on sugar-sweetened beverages, combined with increased media coverage, have driven noteworthy shifts in social norms regarding sugary drinks. 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.