Now in its second year, Brands That Matter continues to recognize companies that shape culture, influence behavior, and connect meaningfully with people worldwide. The 2026 edition builds on that ambition, highlighting brands that resonate with audiences in ways that go beyond awareness or popularity.

At first glance, the featured brands may appear quite different. They operate in varied sectors and pursue distinct goals, yet they share a clear common thread. Each brand demonstrates a strong sense of purpose, a defined identity, and real relevance to the people it serves. Whether through entertainment, beauty, innovation, community engagement, or cultural contribution, these brands are not only present in the market. They are part of people’s lives and conversations.

WHAT MAKES A BRAND TRULY MATTER?

Selecting the Brands That Matter honorees is a detailed and rigorous process that takes months of evaluation, research, and review. Each application is examined carefully to identify brands that demonstrate genuine purpose, meaningful impact, and sustained relevance. The goal is to highlight examples that set a benchmark for what modern brands in the Middle East and beyond should represent.

CULTURAL RELEVANCE

We assess how meaningfully a brand shapes its industry and contributes to the broader cultural conversation. This includes the influence a brand has on consumer behavior, public dialogue, and societal attitudes, whether through pop culture, entertainment, technology, or purpose-driven initiatives. It also considers how a brand’s mission connects to larger social priorities in the region and beyond, and whether that influence feels authentic, sustained, and genuinely impactful.

INGENUITY

We recognize brands that demonstrate original thinking and a willingness to push boundaries. Ingenuity is not limited to fully realized initiatives. It can be seen in bold concepts, newly launched projects, or mature programs that continue to evolve. What matters is clear ambition, fresh perspective, and meaningful innovation that moves the brand and its audience forward.

BUSINESS IMPACT

This is where intent meets measurable results. We seek evidence that a brand’s strategy is not only meaningful but also effective, supported by data, performance indicators, and tangible outcomes. Business impact can be reflected in revenue growth, market influence, strengthened customer relationships, or category leadership. It is not only about proving commercial success. It is also about demonstrating how purpose, culture, and strategy translate into tangible results that reinforce trust, relevance, and long-term value.

Being a Brand That Matters means leaving a lasting mark and shaping the world around you. The 2026 honorees inspire, challenge, and connect on a deeper level, showing how business can carry meaning and purpose. These brands resonate with culture, reflect shared values, and leave an imprint that goes beyond products and profits.

Fast Company Middle East’s Brands That Matter is an annual recognition that honors brands making a significant impact. For more information and to start your application, click here.