How we chose the 2024 Brands That Matter

Now in its fourth year, Fast Company’s Brands That Matter has celebrated some of the most popular and inspirational brands around the world, and this year is no exception.

The brands on the list and the work we’re recognizing them for are wide-ranging, but they all share a commitment to their purpose as a brand and relevance to their audience and broader culture.

METHODOLOGY

With more than 1,200 entries, choosing Brands That Matter honorees requires months of researching and vetting applications, and ultimately finding the best examples of what all brands should aspire to. Here is a behind-the-scenes peek into our three most important criteria:

Cultural RelevanceWe look at the positive impact a brand has had on its industry and the culture at large. This is about what each brand has done that has influenced, impacted, or informed culture, which can range from pop culture, entertainment, and tech to how a company’s brand mission connects to larger societal issues.

IngenuityWe aim to give credit to projects that exist at every stage of completion. While we do limit our consideration to brand actions in the past 12 months, those projects, strategies, or ideas can range from conceptual to just-launched to fully operational, as long as they’re bold, new, and innovative.

Business ImpactThis is where the rubber meets the road. We want to see the numbers, data, and performance indicators that demonstrate how a brand’s unique approach has affected its business, industry, and product category. The key is to share not just what a brand is doing to sell more product or connect with the culture but also the metrics that prove how it’s increasing revenue and winning hearts and minds—or other data that help illuminate the brand’s success.“Brands That Matter applications are read and judged by a wide variety of writers and editors, each with expertise in each particular category and industry,” says Fast Company senior staff editor Jeff Beer. “After a first round of judging, there’s a period of discussion and debate in creating shortlists for each category and deciding which brands will ultimately make the overall main list. It’s never easy, but it’s a rewarding process.”

MEET THE TEAM

Fast Company judges: Jeff Beer, Henry Chandonnet, Madeline Nguyen, David Salazar, Hunter Schwarz, Elizabeth Segran, Julia Selinger, Lilly Smith, Grace Snelling, Mark Wilson, Jay Woodruff

Contributors: Jeff Beer, Joanne Camas, Yasmin Gagne, Sadiya Kherani, Charissa Jones, David Salazar, Hunter Schwarz, Julia Selinger, Lilly Smith, Grace Snelling, Janya Sundar, Mark Wilson, Jay Woodruff

Coordinator: Shealon Calkins

Design/Photo: Jeanne Graves, Celine Grouard, Heda Hokschirr, Haewon Kye, Anne Latini, Eric Perry, Sandra Riaño, Maja Saphir, Mike Schnaidt

Development: J.J. Guaragno, Cayleigh Parrish, Luis David Gutierrez Velazquez