Eleven new members start the year with WFA

Among the new members are Uber, the San Francisco based ride-hailing, courier, food and freight delivery services giant, and Tempur Sealy International, the world's largest bedding manufacturer.

There are also new joiners from the pharmaceutical sector; Boehringer Ingelheim, Mayoly and Pierre Fabre. Healthcare technology experts Siemens Healthineers add to the membership base in the same category.

Other new members include Merlin Entertainments, home of the world's leading branded entertainment destinations in more than 20 countries, France-based retail sports experts, Decathlon and Minnesota-based global sustainability leader Ecolab.

Additionally, South African banking colossus Absa Bank adds more financial heft to the WFA's membership roster, while California-based berry brand Driscoll's reinforces the agri-food representation within the membership.

The new members take WFA's total corporate membership beyond 150 brand owners, reinforcing its peer-to-peer brand proposition which helps members share insight and learning with a view to cutting down on trial and error in order to drive brand growth.

"We're delighted to welcome so many new brands at the start of 2026. Through our unique peer-to-peer learning model, we help individual companies make smarter decisions. We know times are uncertain but this growth demonstrates how the power of community counts more than ever in helping marketers and policy professionals better navigate risk and uncertainty and help drive demonstrable growth for their respective organisations," said Stephan Loerke, WFA CEO.