Brandwave

How popular isSAFE?

In September 2026, people searched for SAFE by name about 490 times in New Zealand, about the same as the previous year. These searches made up 1.2% of all New Zealand animal welfare charity searches, placing SAFE third out of six charities. When we asked both ChatGPT and Google AI Overviews about animal welfare charities, SAFE appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

SAFE is the third most searched of 6 competitors and the third most recommended in AI answers.

  1. SPCAShare of searches 96.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. HUHAShare of searches 1.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. SAFEShare of searches 1.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Guide Dogs NZShare of searches 0.57%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. Bird RescueShare of searches 0.45%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SAFE was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. SAFE is the third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. SPCA1st
  2. HUHA2nd
  3. SAFE3rd
  4. Paw Justice4th
  5. Guide Dogs NZ5th
  6. Bird Rescue–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • SPCA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HUHA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SAFE3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guide Dogs NZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paw Justice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bird Rescue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about animal welfare charities

5 answers

  • Asked ChatGPT

    “Which animal welfare charity should I join in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What are the best animal welfare charities in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What's the best animal welfare charity in New Zealand for animal lovers?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Searched Google, AI Overview

    “animal welfare charities”

    1. 1SPCA
    2. 2HUHA
    3. 3Paw Justice
    4. 4Guide Dogs NZ

  • Searched Google, AI Overview

    “charities for animals”

    1. 1SPCA
    2. 2HUHA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which animal welfare charities compete with SAFE?

SAFE against animal welfare charities in New Zealand, by month

Share of searches by month for SPCA, SAFE. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCAHUHASAFEGuide Dogs NZBird RescuePaw Justice
Oct 202596.6%0.55%1.2%0.53%0.96%0.22%
Nov 202595.8%0.67%1.2%0.74%1.5%0.17%
Dec 202596.2%0.57%0.96%0.62%1.5%0.17%
Jan 202696.6%0.42%1.1%0.6%0.99%0.25%
Feb 202696.6%0.62%1.1%0.73%0.65%0.25%
Mar 202696.8%0.52%1.2%0.85%0.45%0.26%
Apr 202696.9%0.66%0.94%0.73%0.38%0.4%
May 202697.2%0.82%0.94%0.61%0.26%0.21%
Jun 202697.3%0.59%0.95%0.62%0.28%0.21%
Jul 202697.5%0.48%0.96%0.5%0.36%0.22%
Aug 202696%1.3%1.4%0.62%0.36%0.26%
Sep 202696.1%1.5%1.2%0.57%0.45%0.17%

  1. 1.SPCA

    96.1%

    Held 1st. 40.3K estimated branded searches, -0.64% vs prior month. Share +0.1 points.

  2. 2.HUHA

    1.5%

    Moved from 3rd to 2nd. 630 estimated branded searches, +12.5% vs prior month. Share +0.2 points.

  3. 3.SAFE

    1.2%

    Moved from 2nd to 3rd. 490 estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  4. 4.Guide Dogs NZ

    0.57%

    Held 4th. 240 estimated branded searches, -7.7% vs prior month. Share 0 points.

  5. 5.Bird Rescue

    0.45%

    Held 5th. 190 estimated branded searches, +26.7% vs prior month. Share +0.1 points.

  6. 6.Paw Justice

    0.17%

    Held 6th. 70 estimated branded searches, -36.4% vs prior month. Share -0.1 points.

Compare popularity between SAFE and its closest rivals

Every comparison with SAFE

5 comparisons

How has branded search demand for SAFE changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SAFE in New Zealand held steady at 490.
  • Across the 12 months ending September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.

How did search popularity change for New Zealand animal welfare charities in September 2026?

4 changes

  1. In September 2026, HUHA rose from 3rd to 2nd among animal welfare charities in New Zealand.

  2. In September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.

  3. Estimated monthly branded searches for Bird Rescue in New Zealand fell 52.5% over 12 measured months, from 400 to 190 in September 2026.

  4. Estimated monthly branded searches for Paw Justice in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

How are SAFE’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using SAFE’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • safe animal rights
  • safe nz

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How the Brand Demand Index is measured

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