Johnson & Johnson’s Reputation Takes a Hit Due to Talc Lawsuits

The multi-million dollar lawsuits recently filed against Johnson & Johnson is not only affecting the pharmaceutical giant’s bottom line, but its reputation as well. After losing a $55 million judgment in a talcum powder lawsuit, the company is also losing in the court of public opinion.

A Downhill Slide

Money magazine recently reported that, according to research group BrandIndex, consumers’ perception of Johnson & Johnson is at its lowest point since 2013. According to BrandIndex, that perception level has dropped substantially since February, when the company was ordered to pay the family of a woman who passed away due to ovarian cancer $72 million. The plaintiffs in the case argued that the woman’s cancer was caused by the use of Johnson & Johnson’s Baby Powder.

Just a few weeks later, the company lost a $55 million lawsuit filed by a Missouri woman who claimed Johnson & Johnson’s Baby Powder caused here ovarian cancer as well.

BrandIndex, according to the article, uses a metric known as the “Buzz Index” that measures both the negative and positive sentiment of consumers toward a company. In addition, the analysts found that fewer people are planning to buy Johnson & Johnson products. BrandIndex reported that 46 percent of people would buy something from Johnson & Johnson versus a similar product from another company. That number was 52 percent last year.