Mars Recognized as a Brand That Matters

Fast Company recognized Mars in the inaugural Family of Brands category.

October 06, 2023

Fast Company released its third annual Brands That Matter list, honoring brands that communicate and demonstrate brand purpose. This year, Fast Company also included a family of brands category and is recognizing Mars, Incorporated, home of brands such as M&M’s, Ben’s Original and the Pedigree brand. Fast Company also recognized M&M’s in its general excellence category.

According to a company press release, companies in the Brands That Matter list “have built cultural relevance and impact through compelling branding and efforts that naturally extend their presence into the community.”

"At Mars, whether it's your favorite snacks, treats and meals or your favorite pet care product or veterinary clinic, we are in the business of creating long-term happiness across our family of consumer and pet care brands," said Anton Vincent, president, Mars Ice Cream. "We are so pleased to receive this recognition from Fast Company and we celebrate all of our Mars Associates—across the business—who come prepared and committed to deliver meaningful and purposeful work to create the world we want tomorrow."

In the past year, brands from across the Mars portfolio have demonstrated this impact in a variety of ways.

  • M&M’s joined conversation on important topics such as equality, female empowerment, authenticity and transparency through its spokescandy characters, including a new purple spokescandy.
  • Ben’s Original launched its Seat at the Table Fund scholarship across the United States and Canada to provide opportunities for underrepresented students studying food-related industries.
  • The Pedigree brand created the Pedigree Essential Support Dogs program, celebrating dogs as essential supporters during challenging times and establishing a $2.5 million nationwide fund to provide nutritional and financial assistance to ensure dogs can stay with their loving families.

The Brands That Matter list recognizes 165 brands that give people compelling reasons to care about them and offer inspiration for others to buy in. The judges found that all 165 brands had an ability to forge an emotional connection with customers, whether leading on the environment or pop culture, engaging B2B customers or responding meaningfully to current events.

"The scale and scope of honorees this year is incredible," said Brendan Vaughan, Fast Company's editor-in-chief. "At first glance, there might not be much in common between brands like M&M's, Dungeons & Dragons, and health-tech platform WellTheory, but the thread that binds them is a commitment and purpose as a brand and relevance to their audience, whether that's through fun, games or healthcare."

Fast Company editors judged each brand on relevancy, cultural impact, ingenuity and business impact to compile the list.