How we chose the 2025 Brands That Matter

Fast Company's Brands That Matter program is now in its fifth year, aiming to recognize globally recognized brands that inspire and resonate with audiences. The program honors brands that demonstrate a deep dedication to their core mission and meaningful connections with customers and the wider cultural landscape. This year's honorees span diverse industries and achievements, but are united by their fundamental commitments. The selection process involves researching and vetting over 1,200 entries, considering three key criteria: cultural relevance, ingenuity, and business impact. Cultural relevance refers to the impact a brand has had on its industry and the culture at large, while ingenuity looks at bold, new, and innovative projects or ideas. Business impact considers the numbers and data that demonstrate how a brand's unique approach has affected its business, industry, and product category. A team of judges and contributors with expertise in various categories and industries review and debate the applications to create a shortlist and ultimately decide on the honorees. The judging process not only produces the honorees but also helps fuel story ideas for the coming year. The Brands That Matter team includes a coordinator, designers, and developers who work together to bring the program to life. The program's goal is to honor brands that inspire and resonate with audiences, and to provide a benchmark for what all brands should aspire to.