But what happens when one of the world’s most recognised and respected brands faces allegations that shake consumer confidence to its core?
Johnson & Johnson (J&J), a company synonymous with baby care and family health, is in the midst of a high-stakes legal battle over claims that its talc-based baby powder caused ovarian cancer.
As J&J attempts to settle these lawsuits through a US$10 billion bankruptcy plan, the outcome will not just decide financial liabilities—it will determine how the brand is perceived for decades to come.
For J&J, this legal saga is not just a courtroom issue; it’s a marketing crisis of great magnitude.
The company has long positioned itself as a household name built on safety, care, and trust.
However, the lawsuits have fuelled severe negative press, social media backlash, and consumer skepticism, forcing J&J to traverse an unprecedented brand crisis.
In marketing, perception often outweighs reality.
Even as J&J maintains that its talc products are safe and free from asbestos, the sheer volume of lawsuits—more than 62,000—creates a damaging narrative.
When customers associate a brand with lawsuits and cancer claims, restoring faith becomes an uphill battle.
A Faster and Fairer Resolution for Victims
J&J’s response has been a combination of legal manoeuvring and corporate messaging.
The company argues that bankruptcy offers a faster and fairer resolution for victims, preventing lengthy, unpredictable court battles.
But critics see it as a corporate giant shielding itself from accountability.
This debate isn’t just legal—it’s a test of brand ethics in the public eye.
To counteract the reputational damage, J&J has:
Phased out talc-based baby powder globally and replaced it with cornstarch-based alternatives.
Emphasised science and safety in its corporate messaging, stating that its products are asbestos-free.
Attempted to reframe the narrative as one of corporate responsibility and fairness through settlement efforts.
However, consumers today demand more than well-articulated press statements.
Transparency, accountability, and genuine engagement with public concerns are the real keys to brand redemption.
How Brands Can Rebuild and Regain Trust
J&J’s ongoing crisis offers crucial lessons for marketers and brand strategists:
Transparency is non-negotiable – In the digital age, consumers expect brands to be open about controversies and proactive in addressing concerns.
Action speaks louder than PR – Phasing out talc-based powder was a necessary step, but J&J must go further by demonstrating long-term commitment to safety and ethical practices.
Engagement is key – Listening to consumers, acknowledging their fears, and fostering dialogue through authentic storytelling can help rebuild trust.
A strong legacy isn’t enough – Even the most trusted brands can fall if they don’t adapt to changing consumer expectations and regulatory landscapes.
Regardless of how the bankruptcy case unfolds, J&J’s brand will be shaped by how it handles this moment.
If it successfully resolves this crisis with genuine accountability and consumer engagement, it could emerge stronger.
But if it continues to be seen as a company using legal loopholes to sidestep responsibility, the damage may be irreversible.
For marketers, this case is a powerful reminder: brands are built on trust, but that trust can be lost overnight.
The real challenge isn’t just winning in court—it’s winning back the hearts of consumers.
