Johnson & Johnson Launches “Generation Fine” Campaign to Encourage Better Conversations Around Depression Care and Remission
Johnson & Johnson has launched Generation Fine, a new global awareness campaign focused on reshaping conversations around depression treatment and encouraging people living with major depressive disorder (MDD) to seek care that goes beyond simply feeling “fine.”
The campaign was developed to challenge what the company describes as a widespread acceptance of incomplete recovery in depression treatment. Drawing on findings from a multinational survey involving patients and healthcare providers across seven countries and four continents, the initiative highlights ongoing gaps in depression care, particularly the large number of patients who continue to experience symptoms despite treatment.
According to the survey, nearly four in five people living with major depressive disorder do not believe antidepressant treatment will help them achieve remission. The findings underscore the persistent burden many patients experience even while receiving treatment and reveal how low expectations regarding recovery may contribute to individuals accepting partial improvement rather than pursuing fuller symptom relief.
Johnson & Johnson stated that the campaign was developed in collaboration with mental health advocates and informed by expertise from Mental Health America. The initiative aims to encourage more open and productive conversations between patients and healthcare providers while helping individuals understand that remission may be a realistic treatment goal.
Major depressive disorder, commonly referred to as clinical depression, remains one of the most prevalent psychiatric disorders worldwide. The condition affects an estimated 332 million people globally and more than 22 million adults in the United States alone.
Depression can significantly impair emotional, physical, social, and occupational functioning. Symptoms often include persistent sadness, fatigue, loss of interest, changes in appetite or sleep, difficulty concentrating, feelings of hopelessness, and withdrawal from daily activities or relationships.
Although antidepressant medications are widely used and effective for many patients, research shows that a substantial proportion of people with MDD continue to experience residual symptoms while undergoing treatment. According to Johnson & Johnson, studies indicate that approximately two-thirds of patients living with major depressive disorder still experience lingering depressive symptoms despite taking antidepressants.
The Generation Fine campaign seeks to address what mental health experts describe as a “good enough” mindset in depression care, where patients may stop expecting meaningful improvement because they have become accustomed to ongoing symptoms or believe better outcomes are unattainable.
Jessica Jackson, Vice President of Alliance Development at Mental Health America, stated that depression affects individuals differently, yet treatment approaches are often perceived as overly standardized.
According to Jackson, this disconnect can leave patients feeling misunderstood or unseen, while stigma and societal expectations may make it even more difficult for individuals to acknowledge when they are struggling or seek help. She emphasized the importance of creating environments where people feel empowered to openly say they are not okay.
The survey findings released as part of the campaign highlighted several challenges commonly experienced by patients living with MDD.
One of the most notable findings was the degree to which patients appear to accept partial recovery as normal. Nearly four in five respondents indicated they believed antidepressants were unlikely to eliminate all of their symptoms or help them achieve remission.
In addition, almost three-quarters of surveyed patients reported that ongoing depressive symptoms continued to significantly affect their daily lives despite being on treatment.
The impact extended into both professional and personal settings. Nearly 90 percent of participants stated that their symptoms affected how they functioned at work, while more than half reported withdrawing socially or isolating themselves from others more frequently because of how they felt emotionally.
The survey also identified barriers preventing patients from discussing residual symptoms with healthcare providers. Among respondents who had not raised concerns with their clinicians, 40 percent said they lacked the time or emotional energy needed to initiate those conversations.
Approximately one-third of respondents also reported believing their healthcare provider would not have a solution capable of improving their ongoing symptoms. These findings point to broader communication challenges within mental healthcare and reinforce concerns that some patients may feel discouraged or resigned regarding treatment outcomes.
Peter Fang, Worldwide Vice President of Neuroscience within Johnson & Johnson’s Global Commercial Strategy Organization, stated that the survey findings confirm what many patients have been expressing for years: that significant numbers of individuals continue struggling with depression despite receiving treatment.
Fang emphasized that patients should not feel compelled to settle for simply feeling “fine” and noted that the company’s objective with Generation Fine is to empower individuals with tools, resources, and confidence to discuss ongoing symptoms and treatment goals with healthcare providers.
The campaign places strong emphasis on authentic patient storytelling as a way to illustrate the varied experiences associated with depression. By sharing real experiences, the initiative aims to help people recognize that depression can present differently across individuals and that they are not alone in their struggles.
Among the public figures participating in the campaign is Kyle Long, a former NFL player who has spoken openly about his own experiences with depression.
Long explained that he struggled with depression during different periods of his life, including throughout his professional football career, and initially felt pressure to manage the condition alone. According to Long, meaningful change occurred when he began being honest with himself, his support system, and his physician about what he was experiencing emotionally.
He stated that speaking openly about mental health challenges should not be viewed as weakness, but rather as an important act of strength and self-awareness.
The campaign also includes participation from Jessi Gold, a psychiatrist and Generation Fine ambassador who has publicly discussed her own experiences navigating depression.
Gold noted that many patients feel frustrated when treatments fail to fully address their symptoms, yet the idea of changing or adjusting treatment plans can feel emotionally overwhelming. She emphasized that patients deserve to expect outcomes beyond merely feeling “fine” and should recognize that remission can remain an important goal.
The broader message of Generation Fine aligns with increasing efforts across healthcare systems to improve mental health awareness, reduce stigma, and encourage more individualized approaches to psychiatric care.
Mental health experts have increasingly emphasized the importance of patient-centered treatment strategies that consider not only symptom reduction but also quality of life, functioning, emotional wellbeing, and long-term recovery goals.
The campaign also arrives during a period of growing public awareness surrounding mental health conditions and increasing recognition of the need for more accessible and effective psychiatric care worldwide.
Johnson & Johnson stated that the initiative is intended to encourage patients to advocate for themselves more actively and engage in conversations about whether their current treatment plans are adequately addressing their symptoms and goals.
Through educational resources, patient stories, and advocacy efforts, the company hopes to create a broader global discussion focused on moving beyond the acceptance of partial recovery in depression care.
Individuals interested in learning more about the campaign or participating in the conversation surrounding depression remission and treatment expectations can access additional information through the official Generation Fine campaign website.
With Generation Fine, Johnson & Johnson is seeking to elevate awareness around the ongoing challenges faced by millions of people living with depression while reinforcing the message that patients should feel empowered to pursue treatment outcomes that go beyond simply getting by.
ABOUT THE GENERATION FINE GLOBAL SURVEY
As part of Generation Fine, Johnson & Johnson conducted a global survey spanning seven countries (U.S., Brazil, Canada, China, Germany, Italy and Spain) to better understand the invisible burden of ongoing symptoms people with major depressive disorder (MDD) face while on treatment. The online communications poll, fielded by Wakefield Research from August 6-17, 2025, surveyed 850 adults currently managing their MDD with oral antidepressants and 800 healthcare providers who treat patients with MDD. Mental Health America reviewed the survey results in advance of publication and received compensation for their review.
ABOUT MAJOR DEPRESSIVE DISORDER (MDD)
MDD is one of the most common psychiatric disorders and a leading cause of disability worldwide, impacting an estimated 332 million people—or about 5 percent of the adult population.1 In the U.S. alone, an estimated 22 million adults are living with MDD.3 While depression is typically treated with a “one-size-fits-all” approach, no two cases are the same. MDD is a complex, heterogeneous disorder involving multiple regions of the brain and presenting with as many as 256 unique symptom combinations.5
As a result, responses to treatment vary widely. With current standard-of-care oral antidepressants, about 2 in 3 MDD patients continue to experience residual or ongoing symptoms.4 Moreover, MDD is a risk factor for the development and worsening of a range of comorbidities, illustrating the importance of integrating mental and general health care.6
ABOUT JOHNSON & JOHNSON
At Johnson & Johnson, we believe health is everything. Our strength in healthcare innovation empowers us to build a world where complex diseases are prevented, treated, and cured, where treatments are smarter and less invasive, and where solutions are personal. Through our expertise in Innovative Medicine and MedTech, we are uniquely positioned to innovate across the full spectrum of healthcare solutions today to deliver the breakthroughs of tomorrow, and profoundly impact health for humanity.
