What's on Your Mind?

Whether talking about underwear brands hand-selecting the perfect models to break the internet or the endless wooing of Gen Z and its style sensibilities, there was no shortage of creativity among the fashion brands that set the trends over the past year. Here are the 2025 Brands That Matter honorees in the fashion space that innovated on how style showed up for consumers in the past year. Bogg Bag When the function of a tote bag meets the versatility and kitschy-cute style of Crocs, the possibilities are endless. So proves Bogg Bag, a brand that’s constantly riffing to create collector’s items and limited-time variants of its signature design by switching up …

It’s all fun and games, until there are billions of dollars involved. But these Brands That Matter honorees manage to tap into our love for sports and entertainment in ways that only help boost that passion. BritBox Read about how BritBox’s first major brand campaign showcased the craftsmanship of British TV. NBA Read about how the NBA made its app a destination for fans by building a network of creators it equipped with editing tools and 25,000 hours of game footage. State Farm As crazy as it sounds, this is an insurance company steeped in culture. This past year, State Farm pushed its Super Bowl ad to March Madness, due to sensitivity around the L.…

Consumer products is perhaps one of the broadest, most competitive arenas for marketers, always facing the constant question: “Why should anyone care or pay attention?” These Brands That Matter honorees are answering that question. Brawny To launch its new three-ply paper towels, the brand decided to breathe new life into its lumberjack mascot, to help the Brawny Man stand out on store shelves and in culture. The brand puts its new heartthrob mascot into a partnership with Bachelor Nation‘s Rachael Kirkconnell to tap into a real-life messy moment—her high-profile breakup—and flip it into a story of strength and humor. In a video posted to TikTok and Instagram, Rach…

Marketing leaders have always been vital to the long-term success of beloved brands. But never before has the CMO position been more complex—and more essential to driving business results. This year’s honorees come from a wide variety of product categories—from toys and games to media, beauty, and food—but all demonstrate remarkable skill in navigating a diverse media landscape with platforms and campaigns that deepen their brands’ cultural impact, strengthen audience relationships, and achieve meaningful business outcomes. These leaders were selected based on the ambition, sophistication, innovation, and performance of their brand initiatives throughout the year.…

The 2025 Brands That Matter United States honorees aren’t just united by their shared geography—they are all identifying their target audience and meeting them exactly where they need to. Whether solving a uniquely American problem, as GoodRx does in addressing the cost of prescription drugs, or pioneering innovation that can help people globally like Owlet, these companies are showing how American brands can step up in authentic and impactful ways. GoodRx GoodRx has built its brand equity by being present where its customers need it—the pharmacy counter. Over the past year, the prescription savings platform introduced a feature that gets users to engage with …

A brand that isn’t thinking globally is limiting its reach. The four 2025 Brands That Matter global honorees know that and have worked hard to make their messaging reach beyond their home countries. All based outside the United States, these brands demonstrated that good messaging and authentic connection have no nationality. 1Password People don’t like to think about their digital security, so Toronto-based 1Password has become an expert at making it fun, and doing so using sports as the backdrop. The brand used its sponsorship of the Presidents Cup golf tournament in fall 2024 to debut its “What Not to Do” campaign. With more than 12 million impressions, the spot…

Once a brand hits its stride, it can be tempting to coast. As these 2025 Brands That Matter enduring impact honorees demonstrate, longevity (in this case, 15-plus years in business) can inspire innovation. That’s particularly true when it comes to finding fresh ways to engage longtime consumers—and court new ones. From Clinique leaning into its longstanding reputation among dermatologists to Lundberg Family Farms getting its shoppers to care about the cutest aspect of regenerative agriculture, there’s a wide range of ways these brands kept from resting on their laurels. Blumhouse As the horror film production studio marked 15 years, this past year, Blumhouse h…

After the initial sprint of getting a brand to last for five years, there’s always the possibility of hitting a wall. Companies that emerge during cultural moments might be tempted to shift. But the 2025 Brands That Matter honorees for established excellence, which have been in business for 5 to 14 years, have managed to stand out by finding new ways to hew to their original ethos. In doing so, they underscore what set them apart in the first place and position their brands for future growth. Actively Black Founded five years ago, activewear company Actively Black donates more than 10% of its profits to organizations focused on Black mental health, healthier f…

The early stages of building a brand are critical. Beyond identifying their audience, brands also have to connect with them while demonstrating their utility. For the five companies recognized as 2025 Brands That Matter honorees in the on the rise category, in four years or less they have managed to do both those things with aplomb. Whether it’s Unrivaled’s unique NIL and athletic proposition for WNBA athletes, Scarlett Gasque’s ability to tap into underserved shoppers, or Alan-1’s efforts to give the arcade game an upgrade for avid players, these brands have proven their strengths. Alan-1 Alan-1 creates arcade and video game products inspired by the 1980s. In …

Aging gracefully is a tall order for any company, but the 2025 Brands That Matter heritage brands honorees have stuck around in style for decades—and in one case, even centuries. Along the way, they’ve adapted to the times and grown even stronger in the process, whether that means embracing design overhauls, creating innovative new technologies, or staying on the pulse of Gen Z trends. Here are the brands proving that age doesn’t necessarily make a brand old-fashioned in 2025. Bath & Body Works Bath & Body Works began as a mall staple in 1990, and 35 years later, it could easily have fallen by the wayside like so many of its peers. But instead, it is Ge…

As Fast Company‘s Brands That Matter marks its fifth year, the goal remains to honor globally recognized brands that inspire and resonate with audiences. This year’s honorees demonstrate the same qualities that have defined the program since its inception: a deep dedication to their core mission and meaningful connections with both their customers and the wider cultural landscape. While the recognized brands span diverse industries and achievements, they’re united by these fundamental commitments. METHODOLOGY With more than 1,200 entries, choosing Brands That Matter honorees requires months of researching and vetting applications, until finally landing on the …

Fast Company’s Brands That Matter is designed to honor the brands that plant their flags firmly at the intersection of business and culture in unique ways. But there are also bigger companies that manage to succeed in that task with multiple brands. The five 2025 Brands That Matter family of brands honorees didn’t just excel with a single brand—they’ve created cultural moments and sales momentum for multiple brands across their businesses. While being bespoke for each brand, the efforts are nonetheless able to drive solid results on engagement and overall business performance. Coca-Cola When you make the world’s top-selling soda, it might be easy to let the ma…

On November 14, hotel and short-term apartment rental chain Sonder Holdings filed for bankruptcy, just days after suddenly announcing it would be “winding down operations immediately,” abruptly kicking guests to the curb and sending employees scrambling for answers. The company had faced major, unforeseen costs from a deal signed in August 2024 to integrate reservation systems with Marriott International and promote Sonder listings through the hotel giant, according to a statement issued four days earlier. Sonder had long been an outlier in the short-term rental space, which was a big part of its appeal to investors. Most of its competitors—short-term rental companies…

In case you haven’t been deluged with enough day-themed holiday shopping sales yet, the travel industry will try to tempt you with some seemingly tantalizing travel offers on December 2, aka Travel Tuesday, traditionally the first Tuesday after Thanksgiving. But whether the travel deals are actually steals may require you to do some research in advance and read the fine print so you don’t face some unexpected fees once you’re on vacation. If you regularly book through a specific travel provider and have a sense of what you normally pay, that will help you to better suss out whether you’re actually saving money. Knowing what a specific trip or ticket would normall…

For the past decade, quantum computing has struggled to balance promise and practicality. While the world’s most advanced systems remain engineering marvels, they’re bedeviled by the same flaw: the fragility of qubits—the fundamental units of quantum data—and the delicate hardware required to control them. A single fluctuation, for example, can collapse a quantum state, invalidating a computation. Most quantum systems also depend on large-scale refrigeration colder than deep space, with cryogenic racks that often occupy multiple rooms. Scaling quantum systems demands exponential increases in cost, energy, and environmental stability. So while the U.N. has designated 2…

Inside a lab at the Massachusetts Institute of Technology late last year, scientists gave an AI system a new task: designing entirely new molecules for potential antibiotics from scratch. Within a day or two—following a few months of training—the algorithms had generated more than 29 million new molecules, unlike any that existed before. Traditional drug discovery is a slow, painstaking process. But AI is beginning to transform it. At MIT, the research is aimed at the growing challenge of antibiotic-resistant infections, which kill more than a million people globally each year. Existing antibiotics haven’t kept up with the threat. “The number of resistant bacteria…

Apparently any place looks better if you just say it’s Japan. That’s according to a TikTok trend, dubbed the “Japan effect.” First reported in Casey Lewis’s youth trends newsletter After School, the trend has users making slideshows of two images. For all intents and purposes they are the same, except one is labelled with the original location and the second is labelled Tokyo, Japan. The idea being that the “Japan effect” is so strong, just the location tag can filter how we perceive an ordinary street or an average American neighborhood. Scrolling through the comments, those watching these TikTok videos genuinely believe the second image looks better than the f…

Panera Bread is spending millions to overhaul its menu in an attempt to lure back the customers it’s lost in recent years. In a downward fast-food spiral, Panera hasn’t significantly increased its revenue since 2023. Now, the company says it’s putting money back into better ingredients, staff, and its cafés. The St. Louis-based chain, known for its sandwiches, soups, and salads, hasn’t been delivering on its signatures. Panera last year started using the cheaper iceberg lettuce in its salads, for example, and customers weren’t happy. “You know what guests told us?” said Paul Carbone, CEO of Panera Brands, the parent company of Panera Bread, Einstein Bros. Bagels,…

AI image generators used to be terrible at handling text. Even once the models mastered hands with five fingers, the presence of mangled, nonsensical, vaguely Cyrillic-looking text was a dead giveaway that an image was generated by AI. Not anymore. Today’s most advanced image generators have slowly improved their text generation. OpenAI’s image generator within ChatGPT handles basic text tasks fairly well. And design-centered models like Ideogram are great for simple, practical text tasks like creating video thumbnails. This week, though, Google has released Nano Banana Pro, an updated version of its wildly popular AI image editing tool. Nano Banana P…

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. While national active inventory is still up year-over-year, the pace of growth has slowed since summer as some home sellers have thrown in the towel and delisted their properties. Indeed, according to Redfin, U.S. delistings as a share of inventory recently ticked up to 5.5%—a decade-high reading for this time of year. Looking ahead, in markets seeing the biggest jumps in delistings right now, many of those listings will likely return to the resale market in spring 2026—or test out the rental market. Without a corresponding increase in housing demand…

The office is now officially the second most popular spot for swiping on dating apps, after home. That’s according to the latest survey from dating app Hily, as 74% of Gen Z and 92% of millennial daters admit to swiping on dating apps while at work. The survey says 45% of Gen Z and 57% of millennials swipe during lunch—and 3% of Gen Z and 5% of millennials have no shame swiping through Zoom meetings. Dating itself is a full-time job. According to dating statistics from eharmony, around 80 million people in the U.S. are now using dating apps or websites—or about 30% of the adult population. A 2023 Pew Research Center report found that one in 10 partnered adults me…

Starbucks will pay about $35 million to more than 15,000 New York City workers to settle claims it denied them stable schedules and arbitrarily cut their hours, city officials announced Monday. The company will also pay $3.4 million in civil penalties under the agreement with the city’s Department of Consumer and Worker Protection. It also agrees to comply with the city’s Fair Workweek law going forward. A company spokeswoman said Starbucks is committed to operating responsibly and in compliance with all applicable local laws and regulations in every market where it does business, but also noted the complexitiesc of the city’s law. “This (law) is notoriously c…