These brands have been around for more than a decade. They’re just getting started.

Meet five brands that are established in their industries but still innovating how they connect with their audience. Once a brand hits its stride, it can be tempting to coast. As these 2025 Brands That Matter enduring impact honorees demonstrate, longevity (in this case, 15-plus years in business) can inspire innovation. That’s particularly true when it comes to finding fresh ways to engage longtime consumers—and court new ones.