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Home Instead Recognized on Fast Company’s 2025 List of Brands That Matter

via Business Wire

Honored as the home care brand shaping a more compassionate future of aging

Home Instead, an Honor company, and the world's leading provider of in-home care for older adults, is proud to announce its inclusion in Fast Company's 2025 Brands That Matter list. The list honors brands and individuals that go beyond acquiring customers—they resonate deeply with people and communities in a profound way. Home Instead was recognized in the Health category, standing out as the only in-home care brand included this year, for transforming how families approach aging care through its breakthrough “A Better What’s Next” campaign. The full list can be found on fastcompany.com and in the upcoming Winter print edition available on newsstands beginning December 16, 2025.

This year’s list includes large international organizations, small-but-mighty businesses, and nonprofits that inspire genuine engagement and loyalty from their customers—and influence new adopters. Home Instead is praised for forging emotional connection by demystifying a traditionally complicated topic and helping families navigate care decisions with confidence and hope.

“This honor reflects the work we’re doing to make aging a conversation rooted in possibility, not fear,” said Kim Atkinson, Chief Marketing Officer, Home Instead. “Our goal is to meet families in the moments that matter most, when they’re asking big questions and looking for hope. With ‘A Better What’s Next,’ we showed that the right care can empower older adults to thrive in the place they love most: home.”

The “A Better What's Next” campaign invited consumers to see aging differently, driving record-breaking engagement and empowering families to seek support sooner. Building on its momentum, Home Instead’s follow-up holiday campaign, “Home But Not Alone,” captured attention nationwide. Reimagining a holiday classic, the campaign illuminated the universal moment when adult children recognize their aging parents may need help, turning a familiar pop culture touchpoint into a catalyst for meaningful, proactive care conversations.

These campaigns arrive at a pivotal moment: with the population of older adults rapidly growing, families are confronting caregiving decisions more often and far earlier. Home Instead is helping lead this cultural shift, giving families the clarity, confidence, and support they need to plan for what comes next.

For tools and guidance on beginning the conversation about aging care, visit HomeInstead.com.

Fast Company’s Brands That Matter awards are open to companies of any size, from multinational corporations to small businesses. Applications are judged on their emotional resonance, cultural significance, timeliness, clarity, and originality.

For more information or to view the complete list of honorees, visit fastcompany.com/brands-that-matter/list.

About Home Instead and Honor Technology

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. In 2021, Honor acquired Home Instead, Inc., the world’s leading provider of home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 60 million hours of personalized care annually. Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

For more information, visit www.homeinstead.com and www.honorcare.com.

About Fast Company

Fast Company is the only media brand fully dedicated to the vital intersection of business, innovation, and design, engaging the most influential leaders, companies, and thinkers on the future of business. Headquartered in New York City, Fast Company is published by Mansueto Ventures LLC, along with fellow business publication Inc. For more information, please visit fastcompany.com.

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