Legal cases over Tylenol use during pregnancy and autism pull Kenvue and retailers back into a fight that could test consumer trust.

Consumers in Europe increasingly see brands in a much broader context. The public is becoming more alert to the ways companies and brands go beyond advertising and marketing to make other positive contributions—or not. The converse also applies: Brands that don’t step up to the plate, or are linked with counterproductive actions, can easily lose consumer approval.