{"id":3339,"date":"2012-04-25T05:55:44","date_gmt":"2012-04-25T12:55:44","guid":{"rendered":"http:\/\/dragonflyeffect.com\/blog\/?p=3339"},"modified":"2012-07-24T00:50:54","modified_gmt":"2012-07-24T07:50:54","slug":"corporate-responsibility-johnson-johnson","status":"publish","type":"post","link":"https:\/\/dragonflyeffect.com\/blog\/corporate-responsibility-johnson-johnson\/","title":{"rendered":"Public Trust: Can J&J Win It Back?"},"content":{"rendered":"

\"Photo<\/a> Grab the wrong kind of attention<\/a>\u00a0and you’ll quickly find your company’s reputation in desperate trouble. Contrary to the maxim, there is<\/strong> such a thing as bad PR, and as a rule, the bigger your are the worse it is for you. When Wing 2 (Grab Attention) of your organization\u2019s outreach seems broken, it\u2019s time to swiftly reach out to your customers, employees and partners to learn what you need to do to take flight again.<\/p>\n

Of corporate social responsibility and public outrage<\/strong><\/p>\n

Most Americans are aware of the housing crisis<\/a> caused by a mortgage bubble. The bubble ultimately burst when overly complicated loans created by investment bankers and housing lenders led people to make (really) bad financial decisions. What followed was a deep public mistrust of the banking industry that persists today.<\/p>\n

Getting less widespread media attention are the present woes of multinational\u00a0Johnson & Johnson<\/a>. For many Americans including myself, J&J products played a familiar and comforting role early and throughout our childhood. The New Jersey-based drug and personal hygiene products company makes and sells many of the world’s most \u00a0familiar household brand names including:<\/p>\n

    \n
      \n
    1. Band-Aid<\/li>\n
    2. Benadryl<\/li>\n
    3. Johnson\u2019s Baby Shampoo<\/li>\n
    4. Listerine<\/li>\n
    5. Lubriderm<\/li>\n
    6. Motrin<\/li>\n
    7. Neosporin<\/li>\n
    8. Neutrogena<\/li>\n
    9. Splenda<\/li>\n
    10. Tylenol<\/li>\n<\/ol>\n<\/ol>\n

      The company\u2019s pharmaceutical division also makes drugs for migraines, cancer, ADD, ADHD, mood disorders, schizophrenia, Alzheimer\u2019s, acid reflux disease and other serious illnesses. Soon, J&J could become the world\u2019s largest maker of implants and orthopedic devices, when it completes its purchase of the Swiss company, Synthes.<\/p>\n

      Corporate social responsibility, Risperdal and Johnson\u2019s Baby Shampoo <\/strong><\/p>\n

      It was the recent $1.1 billion ruling against Johnson & Johnson\u2019s Janssen Pharmaceuticals that caught my eye. Add the Arkansas jury\u2019s decision to settlements totaling hundreds of millions of dollars in South Carolina, Louisiana and Texas since December 2011, and one wonders whether perhaps the lab that keeps my Band-Aids\u00ae stuck on me has been overrun by proverbial mad scientists.<\/p>\n

      Actually, in March 2011, the Food and Drug Administration (FDA) took over three of the company\u2019s Tylenol manufacturing facilities<\/a>\u00a0following the recall of hundreds of millions of bottles of Tylenol, Motrin and Benadryl since 2009.<\/p>\n

      As bad as this sounds, it seems another public image nightmare might be around the corner, one that would cause even the most seasoned PR pro to wake in a cold sweat. Ironically, that nightmare is Johnson\u2019s\u00ae<\/sup> \u201cNo More Tears\u201d Baby Shampoo.<\/p>\n

      It seems that Johnson’s Baby Shampoo contained some carcinogenic substances. After two-and-a-half years of boycotts and pressure following the \u201cBaby\u2019s Tub is Still Toxic<\/a>\u201d report by Campaign for Safe Cosmetics<\/a>, in November 2011, pressure from public advocacy groups forced Johnson & Johnson\u2019s hand, and prompted a reformulation of the product<\/a>.<\/p>\n

      Examining their approach through the lens of The Dragonfly Model<\/a>, we can see how The Campaign for Safe Cosmetics activated all four wings to achieve their goal.<\/p>\n

        \n
      1. Focus:<\/strong> Get carcinogens out of baby shampoo and other products, specifically Quaternium-15 and 1,4 Dioxane.<\/li>\n
      2. Grab attention:<\/strong>\u00a0Publish the Toxic Baby Tub<\/a> report.<\/li>\n
      3. Engage: <\/strong>Gather the support<\/a> of leaders from more than 20 advocacy groups, including the American Nurses Association<\/a>, Physicians for Social Responsibility<\/a> and Teens Turning Green<\/a>.<\/li>\n
      4. Take action: <\/strong>Provide resources and support to the coalition of advocacy groups until Johnson & Johnson agrees to modify its product formula.<\/li>\n<\/ol>\n

        In \u201cA Response from Johnson\u2019s on Ingredients in the News<\/a>,\u201d J&Js VP of Product Stewardship and Toxicology, Susan Nettesheim addresses the Campaign for Safe Cosmetics and the public. The company states it has \u201cbegun providing new formulas with alternatives to formaldehyde-releasing preservatives and expect(s) to finish this process in hundreds of baby products around the world within two years, and sooner for baby shampoos.\u201d<\/p>\n

        The most basic rule of public trust: Provide a safe product<\/strong><\/p>\n

        To paraphrase Seth Godin\u2019s Purple Cow<\/a>: The oldest, most basic rule of selling to the public is to combine a safe, average product with great marketing. To succeed in today\u2019s marketplace requires great products, which will be sought out by the right people. <\/em><\/p>\n

        In light of Johnson & Johnson\u2019s recent history, can the 125-year-old company regain its previous standing as a trusted maker of many brands?<\/p>\n

        As a long-time customer and a fan of many of their brands, I sincerely hope so. But it\u2019s going to take serious introspection and some very hard work.<\/p>\n

        Johnson & Johnson might start where the Campaign for Safe Cosmetics did, with Wing 1 (Focus) of The Dragonfly Effect Model. The company then needs to think deeply about what their single, clear focused goal is and\u00a0focus<\/strong> on an effort that would demonstrate an authentic commitment to becoming a socially responsible company. <\/em><\/p>\n

        J&J is already in the mix, their two Twitter accounts,\u00a0@JNJComm<\/a>\u00a0and\u00a0@JNJStories<\/a>, boast over\u00a020,000 followers. These will prove to be useful as they take to the\u00a0social Web to start engaging consumers and find out how to make them happier.<\/p>\n

        Got something to say about corporate social responsibility at Johnson & Johnson? Tell us and tweet them!<\/p>\n

         <\/p>\n","protected":false},"excerpt":{"rendered":"

        Grab the wrong kind of attention\u00a0and you’ll quickly find your company’s reputation in desperate trouble. Contrary to the maxim, there is such a thing as bad PR, and as a rule, the bigger your are the worse it is for you. When Wing 2 (Grab Attention) of your organization\u2019s outreach seems broken, it\u2019s time to … <\/p>\n

        Continue reading “Public Trust: Can J&J Win It Back?”<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[48],"tags":[268,262,265,269,267],"class_list":["post-3339","post","type-post","status-publish","format-standard","hentry","category-grab-attention","tag-campaign-for-safe-cosmetics","tag-corporate-social-responsibility","tag-csr","tag-jj","tag-johnson-johnson"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p2BBCq-RR","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/3339","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/comments?post=3339"}],"version-history":[{"count":46,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/3339\/revisions"}],"predecessor-version":[{"id":3422,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/3339\/revisions\/3422"}],"wp:attachment":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/media?parent=3339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/categories?post=3339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/tags?post=3339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}