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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…

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…

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 …

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…

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 …

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…

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…

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…

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 …

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.…

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…

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.…

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 …

In a crowded field like food and beverage, companies must do all they can to stay ahead of the pack. The 2025 Brands That Matter honorees in the space used inventive campaigns, celebrity influence, and nostalgic throwbacks to stand apart. Corona brought its product to Olympian heights, and Sprite reinvigorated a classic slogan with a new generation of talent. Sometimes achieving brand relevance is as easy, as Heinz proved, as putting a little mustard on it. Califia Farms A recognizable presence in the plant-based dairy aisle, Califia Farms spent the past year recommitting itself to values of health and sustainability. In response to consumer demands for more organi…

Health and wellness is a product category littered with broken promises and bad pitches. These Brands That Matter honorees have created work for products that aim to uplift, help, and encourage across a wide range of challenges and issues, big and small. Bobbie Many new mothers feel pressured to breastfeed their children but cannot for a variety of reasons. Bobbie has been working to change the narrative around using formula through advocacy and education efforts, while offering an organic product that still meets the FDA’s nutrition requirements. Its “Ask for Help” campaign with Meghan Trainor revealed that 86% of mothers felt frequent or constant negative emotio…

Increasingly, the media and entertainment brands that thrive are ones that can build on their core business in creative ways. Two of the 2025 Brands That Matter honorees in the media and entertainment world—Ebony and Essence—are legacy Black publications that have grown their audiences and cultural cachet by building events around their flagship editorial product. Overtime is partially a sport brand, but it’s also a company that knows how to engage with younger consumers around sports—that’s how it’s gotten noticed by major brands and other sports leagues. Those three examples of the six outlined below, are just some of the ways companies are rethinking what a me…

Social media users may love the “6-7” trend, but when it comes to their advice for baby boomers, a number of recent posts from TikTok financial influencers have users recommending that people start collecting their Social Security benefits early, at age “62.” However, this differs from what financial planners typically recommend, which is that people delay their Social Security claim as long as possible to get the maximum monthly benefit at age 70. Here’s what to know about the online debate. How does age affect Social Security payments? Before you do anything, it’s important to understand how Social Security works—and that you contact your financial adviso…

Air travelers in the U.S. without a REAL ID will be charged a $45 fee beginning in February, the Transportation Security Administration announced Monday. The updated ID has been required since May, but passengers without it have so far been allowed to clear security with additional screening and a warning. The Department of Homeland Security says 94% of passengers are already compliant and that the new fee is intended to encourage travelers to obtain the ID. REAL ID is a federally compliant state-issued license or identification card that meets enhanced requirements mandated in the aftermath of the Sept. 11, 2001, terrorist attacks. Obtaining the ID — indicated by a wh…

Shares in Beyond Meat (Nasdaq: BYND) are again rising in premarket trading today after the company’s stock price surged a massive 36.4% yesterday. As of the time of this writing, BYND is up an additional 12.6% in trading before the bell. But is anything more than another round of meme stock mania driving the rising price? Here’s what you need to know. A volatile December The first day of asset trading for December kicked off yesterday, and already the final month of the year looks to be shaping up to be a volatile one. Yesterday, cryptocurrencies plunged across the board as nervous investors sold off the digital tokens amid ongoing uncertainty about next w…

Amazon Music just dropped its 2025 Delivered, an annual recap of your most streamed songs, artists, podcasts, and audiobooks, and the platform’s answer to the popular Spotify Wrapped. Here’s what to know, and how to access the feature. What is Amazon Music’s 2025 Delivered? 2025 Delivered transforms your streaming history on Amazon Music into a virtual music festival poster with your “dream lineup” of artists. Users are given special “Trendsetter” and “Headliner” badges for being an early album adopter or an artist’s top listener, respectively. From the moment you snap on your virtual festival wristband, 2025 Delivered will share personal insights from the …

This week, a new fashion boutique quietly opened in SoHo. Much like its neighbors, H&M and American Eagle, the new shop features racks of affordably priced, trendy apparel. You’d be forgiven for thinking it was another fast fashion label, but it’s not: it’s Target. Target has retrofitted its existing SoHo store as a “design-forward concept store,” with a focus on fashion and beauty. The store’s entrance, which features a long hallway drenched in the brand’s iconic red, is full of racks with sparkly skirts and faux-fur jackets for holiday parties. Target has dubbed this area “The Drop” and will feature new, seasonal merchandise that is updated every six to eight we…

In the past decade, AI’s success has led to uncurbed enthusiasm and bold claims—even though users frequently experience errors that AI makes. An AI-powered digital assistant can misunderstand someone’s speech in embarrassing ways, a chatbot could hallucinate facts, or, as I experienced, an AI-based navigation tool might even guide drivers through a corn field—all without registering the errors. People tolerate these mistakes because the technology makes certain tasks more efficient. Increasingly, however, proponents are advocating the use of AI—sometimes with limited human supervision—in fields where mistakes have high cost, such as health care. For example, a bill in…