The 2025 Brands That Matter United States honorees aren’t just united by their shared geography—they are all identifying their target audience and meeting them exactly where they need to.
Whether solving a uniquely American problem, as GoodRx does in addressing the cost of prescription drugs, or pioneering innovation that can help people globally like Owlet, these companies are showing how American brands can step up in authentic and impactful ways.
GoodRx
GoodRx has built its brand equity by being present where its customers need it—the pharmacy counter. Over the past year, the prescription savings platform introduced a feature that gets users to engage with it even earlier, offering an e-commerce portal for pharmacies that allows patients to validate their prescription and pay the discounted GoodRx price online before picking up their medication IRL. As it built consumer trust—and users documented their savings with social media posts—GoodRx this fall rolled out a new brand campaign. The ad push, which stars a character called the Savings Wrangler, capitalizes on growing interest in Westerns to highlight the platform’s ability to save people money.
Owlet
After becoming the first brand to launch an FDA-cleared, over-the-counter pulse oximeter for infants—its Dream Sock baby monitor—in 2024, Owlet took its messaging to parents. The brand garnered 42 million impressions by using a network of parent influencers sharing real-life stories of how the connected sock, which works as a baby monitor with a base station and app, gives them piece of mind. It drove an additional 202 million social impressions with its content on Instagram and TikTok, including 115 million organic video views.Â
Texas A&M University
Under CMO R. Ethan Braden, since fall 2024, Texas A&M has emphasized its commitment to serving its community—and the breadth of what it offers. With a constantly growing slate of YouTube videos, the university has become the most watched university online, racking up millions of views on videos about its commitment to veterans’ healthcare access, marine ecosystems research, and Alzheimer’s breakthroughs. It has paired content with community engagement, training first responders, educating Texans about hurricane season, and focusing on disaster preparedness.
Understood.org
The nonprofit focused on destigmatizing neurodiversity like ADHD, dyslexia, and learning disabilities leaned into being a resource for women with ADHD. Its MissUnderstood podcast network introduced ADHD AHA, which grew its audience via both audio and video. Over the course of the year, Understood.org and its podcasts reached nearly 11 million users through a revamped YouTube strategy. It turned that engagement into a study with Torrens University Australia that identified a positive correlation between people listening to the podcasts and having a better outlook on their ADHD diagnoses and self-esteem.
This story is part of Fast Company’s 2025 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.
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