Brandwave

Buro vs Humanscale:Which is more popular?

In September 2026, Buro had more branded searches than Humanscale among ergonomic office chair brands in New Zealand. Buro had about 510 branded searches, while Humanscale had 130. Buro made up 13.7% of all ergonomic office chair brand searches we track, and Humanscale accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about ergonomic office chair brands, Buro appeared in all five answers and Humanscale in none.

Among ergonomic office chair brands in New Zealand in September 2026

Who do people search for more?

Buro, about 4 searches for every 1 for Humanscale

Buro 510 searchesHumanscale 130 searches

Who does AI mention more?

Buro, mentioned in every answer we collected

Buro in 5 of 5Humanscale in 0 of 5

Who does AI recommend more?

Buro, the only one of the two named

Buro first in 5Humanscale never named

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Top ergonomic office chair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Buro appeared in all five answers. Humanscale did not appear in any of the five answers.

Most recommended by AI

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

  1. Buro1st
  2. Herman Miller2nd
  3. Steelcase3rd
  4. Sihoo4th
  5. Ergohuman4th
  6. Humanscale–

Mentioned by AI

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

  • Buro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Herman Miller3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steelcase3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ergohuman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sihoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Humanscale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about ergonomic office chair brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Buro or Humanscale more popular in search?

This chart shows how often people search Google for Buro and Humanscale by name. Each line represents a brand's share of searches for all six ergonomic office chair brands we track, month by month, from searches in New Zealand.

Buro and Humanscale among ergonomic office chair brands in New Zealand, by month

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

View monthly share of searches table
MonthHerman MillerBuroSihooSteelcaseHumanscaleErgohuman
Oct 202564%14.8%5.9%9.9%4.1%1.3%
Nov 202563.8%14.6%8.2%9.6%3.2%0.68%
Dec 202563.4%11.8%8.2%12.8%2.8%1%
Jan 202662.9%15.3%7%10.3%3.7%0.87%
Feb 202664.6%15.2%8.4%7.9%3.1%0.88%
Mar 202669.2%11.8%7.8%7.7%2.5%1%
Apr 202667.4%11.9%7.9%8.6%3.1%1%
May 202666.6%11.9%7.8%8.2%4.8%0.6%
Jun 202666%11.8%7.3%9.1%4.1%1.7%
Jul 202665.4%12.7%8.3%7.2%5.3%1.1%
Aug 202666.4%11.9%8.5%7.8%4.3%1.1%
Sep 202661.8%13.7%10.5%8.9%3.5%1.6%

How has the Buro and Humanscale comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand ergonomic office chair brands in September 2026?

2 changes

  1. In September 2026, Buro gained share of searches among ergonomic office chair brands in New Zealand, from 11.9% to 13.7%.

  2. In September 2026, Humanscale lost share of searches among ergonomic office chair brands in New Zealand, from 4.3% to 3.5%.

How are branded searches counted?

9 search terms

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

Buro

4 branded search terms

  • buro chair
  • buro ergonomic chair
  • buro seating
  • metro buro chair

Humanscale

5 branded search terms

  • humanscale
  • humanscale chair
  • humanscale desk chair
  • humanscale ergonomic chair
  • humanscale freedom chair

How the Brand Demand Index is measured

Other head-to-heads among ergonomic office chair brands

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