Brands today are moving beyond being just logos or products; they influence conversations, shape behavior, and contribute to social progress. In the Middle East, many brands are focused on creating a meaningful and lasting impact, driving positive change.

As Fast Company Middle East presents the 2026 edition of Brands That Matter, the spotlight is on organizations that have demonstrated relevance beyond business performance and shown their significance in culture and society. Whether through sustainability, social responsibility, or innovation, Brands That Matter are those making a positive and enduring difference. If your brand reflects this commitment, here is your guide to submitting a strong application.

WHAT IS “BRANDS THAT MATTER”?

Fast Company Middle East’s Brands That Matter is an annual recognition honoring brands that make a significant impact. It celebrates brands that go beyond excellent products and services to show a commitment to core values and purpose-driven initiatives.

These brands form deep connections with customers and inspire trust. Recognized for their creative positioning, unique messaging, and dedication to driving meaningful change, the brands that make this list are leaders not just in their industries but in society. The recognition spans 30 categories, covering industries like advertising, e-commerce, health and wellness, sustainability, and telecom, among others. 

UNDERSTAND WHAT WE ARE LOOKING FOR

To stand out, it’s important to understand what Brands That Matter seeks to recognize. The program honors brands with a strong cultural footprint and those that are making a significant impact in their industries. It values brands that build trust and loyalty by aligning with customer values and needs, as well as those driving change through sustainability, inclusivity, or social justice initiatives. Recognition is also given to brands with a forward-thinking vision, ensuring their lasting relevance in the Middle East.

FOCUS ON CULTURAL RELEVANCE AND IMPACT

For the 2026 edition of Brands That Matter, we are focused on how your brand shapes culture, both regionally and globally. What differentiates your brand beyond sales performance or market share, and how does it contribute to societal progress?

TELL YOUR BRAND’S STORY

Every brand has a unique journey. Now is the time to share yours. What inspired the creation of your brand? What obstacles have you overcome, and how have these challenges shaped your brand’s purpose and values? A strong narrative will help us understand why your brand matters and how it has evolved to make a difference.

RESULTS MATTER 

While storytelling is important, it’s also vital to show the measurable impact of your brand’s efforts. Did your sustainability initiatives lead to a reduction in carbon emissions? Have your community engagement programs yielded positive social results? Back up your claims with data, case studies, or customer testimonials to show how your brand’s efforts have truly made a difference.

PROVIDE A VISION FOR THE FUTURE

Being named one of the first Brands That Matter in the Middle East is about celebrating what your brand has accomplished, but it’s also about looking ahead. We will be keen to know what the future holds for your brand. 

WHY SHOULD YOU APPLY?

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.