Go-to Brands
THE BRANDS CUSTOMERS CHOSE IN 2025
We’re surrounded by countless brands every single day. But the truth is, only a handful actually matter to us. These are the brands we chase, trust, love and show off. They get us. They help us do things we couldn’t before. Not the ones barging into our lives (and onto our phone screens), but ones we choose to invite in.
These brands that win in today’s high-stakes world are what Lippincott calls Go-to Brands and over the past seven years, we’ve talked directly to customers to learn what makes them special. The answer? These brands create meaning for their customers and it comes from two kinds of sources—the kind that drives love (connection) and the kind that drives action (progress).
A global survey—seven years running. Annually, our Brand Aperture® diagnostic tool analyzes data on:
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We’re spotlighting an additional dimension this year: Momentum
Our Go-to Brands framework has long revealed what fuels lasting consumer loyalty: brands that create meaning through genuine connection and clear progress in people’s lives. But in today’s fast-paced market, meaning alone isn’t enough. To capture the brands customers are actively choosing right now—the ones gaining energy and relevance—we’ve added a vital new dimension this year: Momentum. Momentum measures the real-time force behind a brand’s growth and cultural resonance, spotlighting those not just meaningful, but moving swiftly ahead. By combining connection, progress and momentum, our 2025 list offers a fresh, forward-looking view of the marketplace—highlighting brands that are rising, resonating and ready to lead on the attributes consumers care about most.
Meet this year's winners
Brands that excelled across connection, progress and momentum, according to the people that know best: their customers.
LEGO
LEGO is this year's Best in Show for Connection—the Go-to Brand that customers say they love most.
A brand you like feels useful.
A brand you love feels personal.
LEGO has always known it’s about more than just bricks. A recent campaign, “She Built That,” broke down gender stereotypes with an empowering message about who qualifies as a “builder.” Live events, personal experiences and online communities encourage “Adult Fans of LEGO” to stay tapped into imagination and play. Partnerships with the likes of Star Wars, Harry Potter, Marvel and more take emotional connection to the stratosphere. What’s not to love?
But LEGO doesn’t take their fans for granted. With CMO Julia Goldin at the helm, they listen to, learn from, co-create with and even invite fans into their home for often-sold-out headquarter tours, demonstrating to their millions of builders that the love is very much mutual.
“LEGO is bigger than ever and it has adults (and IP) to thank. The LEGO Group says it released 314 LEGO sets in the first six months of 2025—a company record—and announced record revenue of 34.6 billion kroner, or about $5.4 billion, which is a 12% jump year over year.”
“LEGO is not just a maker of bricks; it’s an organic cultural force that turns play into an intergenerational platform. Over decades, it’s shaped an identity that blends craftsmanship, nostalgia and modern storytelling—so a single brick can be a dinosaur, a lesson in physics, an invitation to invent, or a shortcut to shared memory. It treats joy as a lifelong relationship, rather than a one-time purchase, bridging and connecting generations, genders and geographies. It’s pure magic.”
Canva
Canva is this year's Best in Show for Progress—the Go-to Brand that customers say helps them do something they couldn't do before.
Canva wants everyone to be able to design and publish like a pro. The skyrocketing company takes something that once felt exclusive and gives it to all 220 million of its monthly users. Whether they’re making a school project, a pitch deck, a brand book (!), or even just a save-the-date, Canva helps people “Put Imagination to Work” (as the brand put it in their 2025 campaign), to the tune of 30 billion designs and counting.
And their “Magic Studio” is only getting more magical, integrating robust AI capabilities that help “the 99% of the world without complex design skills” create professional visuals, wow friends and clients and drag-and-drop their way to things they certainly couldn’t do before. As Canva CMO Zach Kitschke said at SXSW, “empowerment is the core essence of our brand. Everything that we are trying to do is to make sure that we’re delivering on that.”
“When we think about the mission for us, it’s really empowering anyone to take an idea that’s in their head and get it onto the page as quickly as possible. And so the way that we view new technology is really ‘how does it help enable that journey’. And AI has just been an accelerant for that.”
“Canva’s democratization of access to quality design functionality for millions has been nothing short of phenomenal. When AI can generate graphics, edit footage and even select music tracks, Canva stands out by delivering an intuitive platform that keeps creators firmly in control—removing the traditional barriers to entry that have long limited who can design.”
Photo & Video credits:
Canva
Alisha Jucevic/Bloomberg via Getty Images
TikTok courtesy of @comfortfilmsss
Affirm
Affirm is this year's Best in Show for Momentum—the Go-to Brand that customers say has its best days ahead of it.
Affirm’s momentum in 2025 is rooted in an authentic promise that’s becoming more and more relevant: the need for fair and flexible financing.
The world of hidden fees and cryptic terms feels antiquated at best, and Affirm’s commitment to transparency has won a highly engaged base of over 23 million active customers (with an enviable rate of repeat usage).
The marketing playbook leans into that authenticity, elevating influencer-led, short-form content as much as polished brand spots. And the customer experience is all about eliminating friction, making Affirm feel like a brand that’s got your back rather than one that’s trying to snatch your wallet. Layer on high-visibility partnerships with brands like Fanatics and Clio, a YoY growth rate solidly in the double digits, and it’s no surprise that customers and investors alike think Affirm’s best days are ahead.
“Our philosophy is simple. Let’s take it all the way: no late fees, clear payment schedules, and no compounding interest [...] Even if you’re late, even if you need to change your plans. That doesn’t change.”
“Affirm stays grounded in a simple, authentic promise: fair and flexible financing that puts customers first. By blending transparency with a seamless, frictionless experience—and embracing fresh, influencer-led marketing—they’re building trust and loyalty with millions who want clarity, not confusion. This balance of authenticity and innovation is what’s driving Affirm’s momentum and setting the stage for a future where financing feels less like a burden and more like a partner.”
Photo & Video credits:
Affirm
Gabby Jones/Bloomberg via Getty Images
Video courtesy of @trippinwithtrav
Amazon
Amazon is this year's Genie—the Go-to Brand that customers say puts them effortlessly in control.
“The Earth’s most customer-centric company.” Amazon’s internal vision has become almost a tagline, mainly because the behemoth is so good at pulling it off. Personalized recommendations, one-click purchases, frictionless returns, rapid delivery—Amazon’s customer-obsessed operational excellence has not only elevated the experience on their site but redefined standards in nearly every industry they’ve entered.
And that’s a list that keeps on growing, from home entertainment to home security, doctor’s visits to prescription delivery, web services to business advertising. In a world awash with choice and complexity, Amazon’s mastery lies in its ability to make the customer feel both in charge and at ease—and always effortlessly in control.
“Amazon is a self-improving ecosystem that learns you, serves you and quietly raises your expectations for other brands. Prime, Alexa, AWS, delivery, content, the marketplace… all of it loops together into one coherent experience that feels inevitable once you use it. The experience is the product and the product is built on earned trust plus effortless control. For any brand that cares about sensing, learning, adapting and reducing friction in real time, Amazon is the benchmark. You know it will work. You know it will save you time. That consistency is what every other brand is chasing.”
Photo credits:
Amazon
Angus Mordant/Bloomberg via Getty Images
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Cadillac
Cadillac is this year's Iconic Ideal—the Go-to Brand that customers say reflects who they want to be.
Not many brands become a figure of speech. “The Cadillac of ,” the Oxford English Dictionary describes as “something that is an outstanding example of its kind.”
It’s an impressive heritage around which to build a brand, but of course no brand can live off heritage alone—especially one aiming to reflect ambition, desire and “who I want to be.” Cadillac keeps it fresh with sleek, innovative designs that blend sustainability with style and cutting-edge tech. Taking it to the next level, high-profile partnerships with the U.S. Open and Formula 1 market a luxe lifestyle that’s not just about the car, but about inviting a new generation to see the Cadillac vision.
And with such superlative results in progress, momentum and especially connection, it’s clear that Cadillac is still “the Cadillac” of brands.
“Two years ago, Cadillac was nearly invisible in the EV market. Now, it’s the fastest-growing luxury auto brand in America—and, as [Chief Growth Officer Norm] De Greve noted to cheers from the crowd, the first manufacturer ever to win Germany’s Car of the Year (Luxury) award two years in a row.”
“You’re cultivating a tribe when you decide to be a prestige brand, which means not only being crystal clear about who you’re for but also who you’re not for. Cadillac didn’t just recognize this, they celebrated it. And maybe most importantly, they did so consistently–from their targeting strategy to their sponsorships to how they showcase the product itself. If Cadillac is for you, they make it super easy to see and believe it.”
Costco
Costco is this year's Crowd Pleaser—the Go-to Brand that customers say their friends love.
Costco isn’t just a store but a shared experience that extends far beyond the shopping cart. On a Friday night in early summer, a group of friends decided to skip the bars—and go to Costco instead. The video of their adventure has millions of views, with fellow superfans breathlessly endorsing the 20-somethings’ decision; no bar could possibly have such savings, such quality and such surprise and delight. That’s one anecdote in a sea of many that shows why Costco is a Go-to Brand and this year’s Crowd Pleaser—with customers all agreeing that “my friends love this brand.”
So, how does a discount warehouse end up with this kind of fandom? Of course, price and product play a role, but it’s also: a commitment to a membership model that turns occasional shoppers into a community of advocates, a consistent investment in employee culture that translates to in-store experiences friendly enough to spur their own TikTok trends and a resolute decision by the top brass to keep that famous hot dog at its famous $1.50 price tag. Ask any fan and they’ll tell you twenty reasons more.
“Costco is a brand with real substance—one that lives its values in ways you can feel. From the trusted quality of its signature products to the warmth of employees who are genuinely well cared for, the experience reflects a company that puts people first. And while some classics never change—like the legendary rotisserie chicken or their famous hot dog deal—there’s always something new to discover, making every trip both reliable and unexpectedly delightful.”
Photo & Video credits:
PATRICK T. FALLON/AFP via Getty Images
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Video courtesy of @frostedjake
Google is this year's Smooth Operator—the Go-to Brand that customers say is easier to use than similar brands.
In a competition on ease of use, Google was going to be hard to beat.
Whether it’s the iconic simplicity of their search bar or the intuitive design of their productivity tools, Google has a way of making things so easy, we forget how complex they might have been (or still are, if you stumble across one of their less smooth competitors). But what cements their reputation as the ultimate operator is a relentless pursuit of better. Integrated AI that makes search simpler, immersive views that make maps easier, magic tools that make photos extra fun and countless upgrades that make workspaces more collaborative, ads more effective, phones more powerful, streaming more creative and on and on, in an ecosystem so ubiquitous it defines our modern lives.
The internet was once cluttered with clunky interfaces and confusing menus. Google won—and keeps winning—by making what’s digital feel natural, easy and absolutely smooth.
“Google is all-in on their core brand idea of helpfulness in everything they do, from product to marketing. They consistently deliver low-friction experiences, and more important than ever in an AI-enabled world, they deliver the magic of logged-in recognition that takes ease from everyday to transcendent. The standard of ease is no longer just ‘uncluttered,’ but ‘exactly what I want and need’ — Google set that standard.”
Photo credits:
Justin Sullivan/Getty Images
Unsplash
H-E-B
H-E-B is this year's Good Egg—the Go-to Brand that customers say is good for society.
When the waters of the Guadalupe River flooded central Texas, beloved grocer H-E-B was there with 18-wheelers of food and supplies. Their “mobile kitchens” also handed out boxed meals after Hurricane Harvey, and during COVID-19 and the regional grocer has become so responsive during times of crisis that some affectionately call H-E-B the FEMA of Texas.
Texans love H-E-B and H-E-B loves Texas. They promote produce with “Texas Roots” and pick products from “Texas Best.” They cheer on the Spurs, celebrate State Parks and have a dedicated nonprofit for community support. Sometimes the best marketing is simply living out your brand values, and at a time when corporate responsibility can feel performative, H-E-B’s tangible, ongoing contributions remind us that being a good neighbor isn’t just about proximity—it’s about nurturing the health, resilience and pride of the society you serve.
“Its role doesn’t go unnoticed. In fact, it’s widely revered. Affectionately called ‘Texas’ FEMA,’ H-E-B has a long history of stepping up in a big way, and people who have received their help often report their dedicated disaster response trucks arrived before any government assistance, and then were the last to leave.”
“While many brands chase rapid growth and fleeting trends, H-E-B stands out because it is deeply anchored in authenticity and genuine community connection. Their success isn’t just about products on shelves (while that’s a key part), it’s about a lived experience of trust, reliability and shared values that have been cultivated over generations. H-E-B’s ability to listen closely to the unique needs of Texans, combined with a culture that empowers local decision-making, creates a brand that feels both personal and indispensable.”
Photo & Video credits:
H-E-B
Juan DeLeon/Icon Sportswire via Getty Images
Video courtesy of @mimi.bond
John Deere
John Deere is this year's Mind Reader—the Go-to Brand that customers say understands their particular needs.
As this year’s Mind Reader, our data shows that customers believe John Deere truly understands their particular needs. Why? Every trip on a John Deere tractor tells a story. With thousands of sensors working together, Deere’s equipment identifies route efficiencies, simulates farming scenarios, makes crop recommendations and even reacts to unexpected weather.
And it’s not just the tech that’s understanding. From dealer networks to field technicians, trusted experience partners translate sophisticated data into practical help during planting windows, harvest crunches and untimely breakdowns. At every touchpoint—whether it’s an article in the brand’s publication The Furrow addressing rising levels of farmer loneliness or a workwear partnership crafted with the unique needs of female farmers in mind—John Deere’s quiet, persistent empathy and consideration of its customers’ needs proves that understanding the human behind the machine is what truly makes a brand “Go-to.”
“With the increased emphasis on data and tech, it would be easy for a brand to shift its focus solely towards the future and driving incremental efficiency at every turn. But John Deere has continued to keep one eye on where it’s been, from consistent brand signaling through color and design, to a commitment to values that shape the land, John Deere drives a straight line from its storied past to a more human future for the farmers who continue to count on them.”
Klarna
Klarna is this year's Mood Booster—the Go-to Brand that customers say makes them meaningfully happier.
They don’t look like the typical finance brand. With a bold pink logo plus playful creative, Klarna burst onto the financial services scene to prove that even mundane money matters can be fun—an ethos that makes the brand this year’s Mood Booster.
Klarna achieved its “Go-to” status through the promise of “smooth shopping,” elevating the brand above functional needs by anchoring in the ease, delight, self-expression and empowerment possible with flexible payment options and simple checkout experiences.
Their target customer is clear. Their partners are larger than life (the Shaquille O’Deal campaign comes to mind). And their communication style is custom-built for digital natives who want a brand they can trust with their money but can still make them smile. With Klarna, payment is no longer an invisible transaction but the vibrant partner who makes it all possible—and makes millions of consumers meaningfully happier.
“We’re in the midst of this seismic shift when it comes to digital banking, alternative payment methods, consumers having a completely new and different relationship to how they pay, how they shop, how they bank... For me, it has become a lot about how do we become the face of that big change that is happening?”
“With sleek pink-pop design and the sensibility to make getting what you want easier, Klarna delights its customers by making it possible to get more right now. It can’t be ignored that ‘more’ can push into overconsumption or even reckless spending, and Klarna has worked to combat the former with its reselling marketplace and its many sustainability initiatives and features. For the moment, customers are just enjoying that pink candy sugar high.”
Photo & Video credits:
Klarna
Gabby Jones/Bloomberg via Getty Images
Video courtesy of @hannahh.styless
NVIDIA
NVIDIA is this year's Archetype—the Go-to Brand that customers say sets the standard for how things should work.
NVIDIA is standing in the center of the moment. The company has become so synonymous with the advent of AI that it’s easy to overlook the strategic decisions that got them there. It starts with their clear brand positioning as the defining platform for AI-first computing. Smart partnerships (with the likes of Disney, Google and Tesla) put the brand at the center of robotics, graphics, art and AI—reinforcing relevance far beyond chips.
And in this context of rapid change, there’s a charming allegiance to their original brand assets—the neon green, the retro eye logo—that telegraphs loyalty to NVIDIA’s gamer and developer audience and confidence in what the brand has always stood for: power, performance and setting the standard for how things work—making it this year’s Archetype.
“[NVIDIA's] transformation from graphics chipmaker to the engine of the AI revolution shows how brand strategy can create enormous value.”
“Much of the world has only recently come to recognize NVIDIA, but their legacy runs far deeper. For over two decades, they've been the gold standard in delivering exceptional graphics to gamers and developers—a foundation that has seamlessly evolved into making them the unrivaled AI chip powerhouse. With smart partnerships and a clear focus on AI-first computing, NVIDIA is right at the center of some of the coolest tech happening today...all while nodding to their roots with that classic neon green and retro eye logo.”
Photo credits:
Justin Sullivan/Getty Images
Unsplash
Peloton
Peloton is this year's Tribe Builder—the Go-to Brand that customers say makes them feel a part of something bigger than themselves.
Peloton’s tagline starts with “Together.” It’s one of the (many) reasons that customers say it makes them feel a part of something bigger, earning the brand this year’s Tribe Builder mantle. Every move Peloton makes revolves around the goal of building a digital community where shared sweat, stories and inspiration forge bonds that extend far beyond the bike (or treadmill, rower, yoga mat, squat rack…).
During the pandemic, Peloton’s Chief Product Officer posited that “what made Peloton so successful was feeling the presence of others in your own home.” The brand’s continued momentum has hinged on that sense of collective progress. Live classes, vibrant instructors, group celebrations and community motivation transform solitary workouts into shared rituals. As the brand looks ahead to even more micro-communities and active social networks, its tagline captures the truth of this loyal tribe: “Together We Go Far.”
“What made Peloton so successful was...feeling the presence of others in your own home... [the new digital] communities make us stickier and more engaging.”
“Many marketers dream of achieving tribal status, where customers feel not just affinity for the brand but for each other. Few, however, have cracked the code, the way Peloton has. Its tribalism has evolved across three eras: the passionate early adopters, the lockdown status symbol, and now a smaller but loyal community of ride-or-dies. Whatever comes next for the company, one thing feels certain: the community’s ‘Together We Go Far’ spirit will endure.”
Photo credits:
Ezra Shaw/Getty Images
Kevin Carter/Getty Images
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Rivian
Rivian is this year's Soulmate—the Go-to Brand that customers say shares their values.
Sustainability. Adventure. Community. Rivian doesn’t just sell cars, it shares its customers’ deepest values—and builds a brand around them. It’s this year’s customer-selected Soulmate for that very reason.
Rather than a traditional showroom, they build experiential adventure spaces. Partnerships with The Nature Conservancy and REI emphasize authentic kinship with shared causes. Even their ads emphasize “Real Rivian Adventures”—true stories from owners taking their “Electric Adventure Vehicles” to the beach, Bayou Country or just the neighborhood lemonade stand. “Rivian has always been about more than just our vehicles,” explained Denise Cherry, Vice President of Marketing & Brand Experience. “Our goal of making the world better for generations to come is fueled by real people who also believe in our mission.”
From products to partnerships, promotions to physical places—Rivian revolves around values, the very values its customers share.
“Rivian taps into a truly meaningful, authentic brand insight: its customers don’t need convincing that sustainability, adventure and comfort can coexist; they just need a brand that takes it seriously and delivers an experience to match. Rivian’s genius is in realizing that when you truly demonstrate that you share people’s values, you don’t have to sell them much else.”
Samsung
Samsung is this year's Ace—the Go-to Brand that customers say performs better than similar brands.
“Why Samsung?” asks the brand’s 2025 global campaign.
The answers could have come straight from customers. Samsung puts the most advanced technology to use for better living, whether that’s cleaner clothes, smarter phones or better-cooked meals. Its stalwart customers all seem to have a favorite feature (faster shutter speeds, clearer displays, longer battery life) but it’s the integrated system that really pushes performance—phones, TVs, wearables and appliances not just connecting but accelerating each another.
Samsung’s marketing, smartly, emphasizes this ecosystem, defining the brand by its ability to not only tailor to our lives but elevate them. We perform better, right alongside the brand.
“We're really trying to drive this perception and understanding that tech is here to enhance your life in whatever way that means for you as an individual. We all have different lifestyles, different interests, just like every other consumer out there but we at Samsung want you to know that we understand you.”
“Samsung has never really occupied a truly emotional place in the hearts of consumers—the brand competed on breadth of features. But bolstered by the relentless cultural drive to constantly innovate the product and underpinned by insanely flexible manufacturing facilities that can change and adapt quicker than the competition, they have slowly but surely gained recognition for superior performance. If they can continue to connect emotionally with customers on top of that, they'd be unbeatable.”
Photo & Video credits:
Samsung
JOSEP LAGO/AFP via Getty Images
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Video courtesy of @federaltechplus
The Go-to Brands of tomorrow
The ones to watch—brands that haven’t reached Go-to status yet, but customers predict their best days are ahead in 2026 and beyond.
OpenAI
At the forefront of the AI revolution and challenging the dominance of today’s tech titans, OpenAI is transforming how we interact with technology and each other. Their cutting-edge AI agents don’t just automate tasks, they unlock new possibilities in healthcare, education and enterprise productivity—and are a key reason why generative AI has been the fastest-adopted general-purpose technology in history.
The latest ChatGPT models bring game-changing capabilities, including complex reasoning, autonomous task execution and creative collaboration, expanding the horizons of what AI can achieve. And, in a move that marked a strategic shift to engage broader audiences with inspiring messages about productivity and learning, this year the brand launched a landmark Super Bowl spot that captured widespread attention.
With a steadfast commitment to broad accessibility, OpenAI’s influence extends beyond innovation to inspire trust and excitement. Partnerships with industry leaders like Microsoft and Oracle amplify its reach, while millions of users rely on its tools daily to fuel creativity and problem-solving. OpenAI is building technology—but it’s also shaping a future where AI empowers everyone.
“Part of the company’s mission, and the original mission of launching ChatGPT at all is so that regular people can have access to this powerful intelligence as it is being developed... In our perspective as a brand, this isn’t a replacement for humanity, this is a tool to aid humanity.”
Photo credits:
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OLIPOP
With a valuation soaring to $1.85 billion in early 2025 and revenues doubling to $400 million in 2024, OLIPOP is bucking the headwinds of decreased soda consumption and actively shaping the future of better-for-you beverages. It’s turning the soda experience on its head by marrying wellness with whimsy, with a product that looks like a guilty pleasure but delivers gut-friendly prebiotics and botanicals, making health feel approachable and fun.
Its collaborations with beloved franchises like SpongeBob SquarePants, Barbie and Minions and limited-edition cans create a collectible buzz, while immersive experiential marketing, events and viral influencer campaigns keep the brand fresh and relevant. OLIPOP invites consumers to indulge in nostalgia without compromise—a clear recipe for continued growth in the years to come.
“Our approach has celebrated these intergenerational connections rather than trying to replace them. By honoring that emotional connection while elevating the experience, we’ve built a brand that doesn’t just replace soda—it evolves it.”
Photo credits:
OLIPOP
Unsplash
SoFi
SoFi is today’s mobile-first financial home: a single, secure app where Millennials and Gen Z can borrow, spend, invest and manage money without ever visiting a branch. Built from its roots in student loans into a full financial ecosystem, SoFi’s fully digital operation drives lower fees, higher yields and faster approvals—benefits that show up in everyday life for members.
That practical reliability is reflected in product and market signals: membership swelled 35% in 2025 to 12.6 million, the SoFi mobile app rates highly on the App Store with over 380,000 reviews and independent ratings underscore competitive pricing and no monthly fees. It’s also the first (and only) nationally chartered bank to launch crypto trading for consumers and just hired a prominent influencer as its first Chief of Financial Empowerment. Coupled with its bold brand presence, from SoFi Stadium to award-winning campaigns, these strategic choices reflect a company that understands culture as much as finance.
In short: SoFi’s approachable brand delivers a smooth, reliable digital experience that translates into lasting member loyalty—and makes it a momentum brand worth celebrating.
“For years, the main criticism of the fintech sector was its focus on growth above profitability. SoFi has officially shattered that narrative. The company’s third-quarter 2025 earnings report provided definitive proof that its business model is not only scalable but also consistently profitable.”
Photo credits:
Katelyn Mulcahy/Getty Images
Thomas Fuller/SOPA Images/LightRocket via Getty Images
Wegmans
Wegmans is more than a grocery store; it’s a community cornerstone where quality and care meet innovation. Shoppers return not just for fresh, thoughtfully sourced food but for the warm, expert service that feels personal and genuine.
In 2025, its momentum comes from its award-winning food and community programs paired with fresh digital tools—a new website and app with AI-powered search, personalized lists, meal-planning and streamlined curbside and delivery options—so great food is both accessible and surprising. Add ongoing store growth, sustainability and local-sourcing commitments and measured tech experiments (like smart carts) and you get a brand whose momentum feels both earned and enduring.
With its cult-like following, ask any regular and they’ll have their own list of reasons why Wegmans is the place they go again and again.
“A petition to bring the Wegmans here gleaned 1,721 signatures. A petition that led to the end of Lower Makefield’s alcohol sales ban earned around 900.”
Photo credits:
Wegmans
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WNBA
The WNBA’s rise is a cultural phenomenon that transcends sports. Its athletes are redefining what it means to be role models—on the court, in fashion and across social causes. With sponsorships from Nike to Fenty Beauty surging and fan engagement breaking records, the league is creating a vibrant community where passion and purpose collide.
Fans don’t just watch the WNBA—they belong to it. The league’s blend of thrilling athleticism, groundbreaking sponsorships and a genuine sense of community is creating a new kind of fandom. The momentum around women’s sports is reshaping the sports marketing landscape, inspiring a new generation of consumers and proving that this is just the beginning of a powerful, lasting legacy.
“The last two years have brought record attendance and broadcast ratings. Five expansion franchises will take the league to 18 teams by 2030, the largest it has ever been.”
“These athletes really, really represent culture and youth and design and all the things that are inspiring and fun about being an influencer in today's society. And it's hard not to lean into that. They are the heart and soul of the league. They are the league. And the more we can share who they are with our fans, sponsors and broadcast partners, the more we're going to see success.”
Photo credits:
WNBA
Steph Chambers/Getty Images
Liquid I.V.
Liquid I.V. is at the forefront of the accelerating health and wellness movement, capitalizing on the rise of “healthmaxxing”—the pursuit of optimizing physical and mental well-being through targeted nutrition and lifestyle choices. The brand’s diverse portfolio now includes sugar-free, immune support, energy-boosting and kid-friendly options; its marketing strategy amplifies its mission through authentic influencer partnerships and multi-channel campaigns that resonate deeply with Gen Z and millennial consumers who prioritize proactive self-care and holistic well-being.
Beyond product innovation, Liquid I.V. stands out for its social impact initiatives, driving global hydration efforts that align with the values of today’s purpose-driven consumers and deepen brand loyalty. With a strong presence across retail and e-commerce, continuous innovation on the heels of a 2024 brand refresh and the announcement of a 2026 Super Bowl ad, Liquid I.V. is actively shaping the future of wellness. By integrating convenience, efficacy and purpose, the brand empowers customers to optimize their hydration and overall health, making it a standout in the hydration and health optimization space with its best days clearly ahead.
“Liquid I.V. has established itself as a leader in the hydration powder segment of this market, thanks to clever branding that’s made it ubiquitous everywhere from the wellness crowd to music festivals.”
“We’re here to flip the script on what wellness looks like in culture. On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”
Photo credits:
Liquid I.V.
Inclusion of a company in Lippincott’s Go-to Brands list does not imply any endorsement, sponsorship, or partnership by Lippincott. The use of trademarks, brand names, or logos in connection with the Go-to Brands list is for informational purposes only and does not suggest any affiliation, sponsorship, or endorsement by Lippincott.