How Johnson & Johnson’s purpose looks beyond the balance sheet

Johnson & Johnson, the healthcare company, is tapping into the power of social purpose to help solve major problems around the world.

While brand purpose often is depicted as a panacea for all modern marketing ills, Johnson & Johnson pioneered this approach 70 years ago as part of its official “credo”.

This 300-word mission statement begins with a commitment to “doctors, nurses and patients, to mothers and fathers and all others who use our products and services.” It then continues through pledges to deliver high-quality products, charge reasonable prices, treat suppliers and distributors fairly, respect and reward staff, be a good citizen in the communities it serves, and act “responsibly” towards stockholders.

“The fundamental aspect of being a purpose-driven company has not...

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