When selecting Brands That Matter in the Middle East, it’s not about who’s the biggest or the loudest. It’s about who’s making a genuine impact. The selection process digs deep into how these brands influence culture, embody values, and lead change. If a brand is going to matter, it needs to do more than just sell—it needs to make a statement.

With hundreds of entries across 31 categories, selecting Brands That Matter involves months of research and vetting. The process identifies brands excelling in three key areas: cultural impact, integrity, and values—qualities that set them apart in the Middle East.

CULTURAL IMPACT 

We examine how a brand influences its industry and society. Whether through entertainment, technology, or addressing social issues, it’s about how the brand’s actions resonate beyond its products, making a lasting cultural impression. We look for brands that shape trends, provoke conversations, and align with larger movements.

INTEGRITY

We celebrate bold and innovative projects, regardless of where they stand in their development. Whether a concept, newly launched, or fully operational, the focus is on how fresh and creative these brand actions are. Our consideration spans the past year, rewarding those who push boundaries with new ideas and strategies.

INNOVATION 

This is where we want to see the numbers. It’s not just about what a brand is doing but its measurable impact on revenue, industry standing, and consumer perception. The goal is to showcase how a brand’s unique approach is driving business success through concrete data that proves it’s not just connecting with customers but winning them over.

Being recognized as one of the Brands That Matter will always mean more than just success. As we continue to see innovation unfold in the Middle East, these honorees inspire us with what’s possible when businesses lead with purpose, creativity, and integrity. Keep pushing boundaries because, in the end, that’s what it takes to truly matter. 

For more information and to start your application to be considered one of Fast Company Middle East’s Brands That Matter of 2025, click here.