A Real Corporate Headache

Tylenol’s Crisis Response is Put to the Test Again.

Tylenol, one of the most trusted names in over-the-counter medicine, is no stranger to high pressure situations. You might remember the cyanide crisis from 1982 — that became the gold standard in corporate crisis response.

Well, 43 years later, another crisis is unfolding amid legal and scientific controversy.

1982: The Cyanide Crisis That Redefined Corporate Responsibility

Back in 1982, seven people in the Chicago area died after ingesting Extra-Strength Tylenol capsules that had been laced with cyanide. The incident sparked nationwide panic and threatened the very survival of the Tylenol brand.

Johnson & Johnson, then the manufacturer, responded with unprecedented speed and transparency:

• 31 million bottles were voluntarily recalled, costing over $100 million.

• The company maintained open communication with the public and authorities.

• They introduced tamper-proof packaging, including foil seals and plastic neck bands, which became industry standards.

• Within a year, Tylenol had regained its market leadership, thanks to its ethical and consumer-first approach.
  

This response is still taught in business schools and crisis management programs as a model of integrity, transparency, and innovation.¹

2020s: Autism Allegations and a New Kind of Crisis

Fast forward to today.  Tylenol — now manufactured by Kenvue, (a spinoff from Johnson & Johnson) — is facing a wave of lawsuits alleging that prenatal use of acetaminophen (Tylenol’s active ingredient) may be linked to autism spectrum disorder (ASD) and ADHD.

Those lawsuits aren’t new, the first were filed as early as 2022, and by 2023, over 400 cases had been consolidated into Multidistrict Litigation in the Southern District of New York.²

But things were escalated this week as the US President made a public statement linking Tylenol to autism, during a White House press conference. ³

Trump said, “Don’t take Tylenol. There’s no downside. Don’t take it. You’ll be uncomfortable. It won’t be as easy, maybe. But don’t take it if you’re pregnant. Don’t take Tylenol, and don’t give it to the baby after the baby is born.”  He went on to add, “You know, I’m just making these statements from me. I’m not making them from these doctors, because when they talk about, you know, different results, different studies, I talk about a lot of common sense.”

When a U.S. President makes statements like this from the White House, despite, you know…just making statements without, you know, medical data, the impact on the brand’s reputation is significant. Kenvue’s stock dropped 7.5%, erasing over $2.6 billion in market value following Trump’s comments.

So, how did Kenvue respond?

Well, in contrast to the 1982 crisis, Kenvue’s response has been more defensive:

• The company has strongly denied any causal link, stating: “Independent, sound science clearly shows that taking acetaminophen does not cause autism.”

• It has launched a public relations campaign to counter misinformation and reassure consumers.

• Kenvue is actively defending itself in court, citing scientific consensus and regulatory support.

Leading health organizations — including the FDA, WHO, and the American College of Obstetricians and Gynecologists — continue to recommend acetaminophen as safe for use during pregnancy, when used as directed.⁵

This is an epic battle of science-based facts vs. misinformation, disinformation and political agendas.

We in the resilience space have a front-row seat to watch and learn. Whether the Tylenol brand can rise to the occasion with the same clarity and courage remains to be seen. Stay tuned.

References

¹ Harvard Business Review and Crisis Management textbooks.

² Consumer Notice: Tylenol Autism Lawsuit | August 2025 Updates.

³ CBS News: Trump and RFK Jr. make autism announcement as Tylenol maker and medical experts push back.

⁴ Reuters: Attorneys urge court overseeing Tylenol autism lawsuits to consider Trump administration's stance.

⁵ PBS NewsHour: Tylenol maker says it ‘strongly disagrees’ with Trump’s claims about acetaminophen.