Our Progress

With a mission to give every baby a healthy start to life, Johnson’s is committed to supporting Black and brown families as well as continuing efforts to support the building of a generation free from hate and racial bias. This year, we’ve reflected a lot on our mission and embarked on a journey to educate ourselves and parents. There is much more work to do, however, here are ways that we have made progress:


Innovate for Inclusivity

We continue to advance our innovation process to ensure development of more relevant, representative, and culturally competent research and skin health solutions including increasing representation in clinical studies.

In 2020, we established the BIPOC Advisory Council, an employee group that contributes to our ability to innovate with inclusivity. The BIPOC Advisory Council provides dynamic, real-time, and fast feedback to help guide thinking and support in the development of inclusive insights, science, consumer perception, communication, and shape internal practices. The Council participates in surveys, focus groups, product trials, retail shopping excursion and more to help provide meaningful insight and guidance to our innovation teams.


Use Our Voice for Good

We’ve provided more than $100K in financial support for activists and organizations fighting for social justice and racial equality.

We joined hands with our sister brands, Desitin® and Aveeno® Baby, to partner with Some Spider to launch “From The Start: A Parent’s Guide to Talking About Racial Bias.”  Together, we’ve built a destination to equip parents with the tools to begin discussing race and bias with their children.  By educating parents, we hope we can raise a more inclusive generation that is ground on the importance of diversity, equity and inclusion and the importance of celebrating the uniqueness of everyone they meet.


Address Skin Health Disparities

Throughout the past year, we’ve focused on driving stronger awareness around black maternal health. As a brand, we’ve worked to support Black Mammas Matter Alliance’s Black Maternal Health Conference.  We’ve also brought additional resources to black mothers through partnership with Mae and Expectful, supporting mental and physical health support through their pregnancy and motherhood journey.


Drive Economic Advancement in Industry

We recognize racial injustice can’t be solved by or through marketing. However, marketers and advertising have a huge influence in shaping people’s perceptions and can play a powerful role in disrupting stereotypes and encouraging positive cultural attitudes. 

In June 2020, in solidarity with the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), we signed a petition holding ourselves accountable to aggressively pursue equity and create systemic change in advertising and marketing. Read here

Thus far, we’ve been able to increase diversity of our agency teams, advance our diverse supplier roster, enhance representation in front and behind the camera, integrate more robust tools to measure, track, optimize impact of multicultural initiatives, and have included specific DE&I metrics in our agencies year-end evaluations and pay-for-performance compensation models to measure the impact of our efforts.

Proudly, we’ve increased representation across our brand and product communications, influencer engagement and healthcare professional partnerships.


Our Race to Health Equity

We are proud to be part of Johnson & Johnson Family of Companies. 

In November 2020, Johnson & Johnson announced a $100 million commitment over the next five years to invest in and promote health equity solutions for Black people and other communities of color in the United States.

The Company’s commitment prioritizes three key areas:  Healthier Communities – investing in programs that help provide equitable healthcare for underserved communities; Enduring Alliances – forging partnerships and alliances that combat racial and social health determinants; and People First Culture – focused on cultivating a diverse and inclusive workforce that inspires innovative healthcare solutions around the world. 

This includes a goal of achieving 50% growth of our African American talent at the manager and above levels in the U.S. over the next five years, enhancing HR processes to optimize how we access, hire, and develop talent, as well as offering cultural immersion programs to enhance awareness and understanding.  For more information, please read here.