Fast Company Middle East unveils the Brands That Matter 2025 list, celebrating 20 winners across 13 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From sustainability and finance to retail and technology, they’re reshaping industries and championing values that matter most today.

Brands in this space are going beyond just offering products. They’re embedding themselves in culture, championing local relevance, and shaping communities through purpose-driven action. As customer expectations evolve, the most impactful consumer brands build deeper emotional connections by investing in sustainability, innovation, and initiatives empowering people and the planet.

PepsiCo

For turning purpose into grassroots action

PepsiCo is shaping its legacy in the MENA region by aligning global ambitions with local impact. From empowering 60 changemakers through its Youth Impact Studio and launching the second edition of the Mega Green Accelerator with SABIC to its partnership with Dubai’s Museum of the Future, reflects a deep-rooted commitment to innovation and sustainability. It also co-developed the Arab Government Sustainability Fellowship to equip public sector leaders with tools to drive green change. With 100% of its potatoes in Saudi Arabia sourced locally and 9,000+ jobs created, PepsiCo proves that driving sustainability, empowering youth, and building community are core to its brand DNA.