Brandwave

Bain & Company vs BCG:Which is more popular?

In September 2026, BCG had more branded searches than Bain & Company among management consultancies in New Zealand. BCG had about 1,420 branded searches, while Bain & Company had 650. BCG made up 20.4% of all management consultancy searches we track, and Bain & Company accounted for 9.3%. When we asked ChatGPT and Google AI Overviews about management consultancies, Bain & Company and BCG each appeared in one of the five answers. Bain & Company and BCG were each mentioned first in one of the two answers that named either.

Among management consultancies in New Zealand in September 2026

Who do people search for more?

BCG, about 2 searches for every 1 for Bain & Company

BCG 1.4K searchesBain & Company 650 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Bain & Company in 1 of 5BCG in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Bain & Company first in 1BCG first in 1

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Top management consultancies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bain & Company was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. BCG was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bain & Company and BCG were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. McKinsey & Company1st
  2. Deloitte2nd
  3. MartinJenkins3rd
  4. L.E.K. Consulting4th
  5. BCG5th
  6. Bain & Company6th
  7. Tenzing7th
  8. Accenture8th
  9. Sapere–

Mentioned by AI

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

  • McKinsey & Company3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MartinJenkins3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L.E.K. Consulting2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tenzing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Accenture1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BCG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bain & Company1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sapere0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about management consultancies

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 Bain & Company or BCG more popular in search?

This chart shows how often people search Google for Bain & Company and BCG by name. Each line represents a brand's share of searches for all nine management consultancies we track, month by month, from searches in New Zealand.

Bain & Company and BCG among management consultancies in New Zealand, by month

Share of searches by month for BCG, Bain & Company. The figures are in the table below the chart.

View monthly share of searches table
MonthAccentureBCGMcKinsey & CompanyMartinJenkinsDeloitteBain & CompanySapereL.E.K. ConsultingTenzing
Oct 202538.6%16.6%17.9%7.6%9%8.1%1.5%0.64%0.13%
Nov 202536.5%17.9%16.3%8.7%10.6%7.8%1.5%0.44%0.29%
Dec 202533.1%18.3%17.7%7.7%11.8%9.1%1.6%0.59%0.2%
Jan 202631.1%20%18.9%7.5%8.9%10.6%1.9%0.78%0.16%
Feb 202632.9%21.4%16.1%7.7%8.6%10.5%2.1%0.52%0.13%
Mar 202633.3%15.7%21.8%8%10.9%7.6%2.1%0.55%0.11%
Apr 202635.8%19.3%16.5%8.4%8.1%8.1%2.6%1%0.14%
May 202629%22.2%19.1%10.5%8.9%7.6%2.2%0.44%0.15%
Jun 202635.8%17.1%18.6%8.3%8.8%8.3%2.7%0.42%0.14%
Jul 202639.1%15.2%15.2%10.9%9.2%7.4%2.3%0.6%0.15%
Aug 202634.8%17.2%18.3%9.6%10.6%6.8%2.1%0.4%0.13%
Sep 202629.3%20.4%18.7%10.3%9.8%9.3%1.4%0.57%0.14%

How has the Bain & Company and BCG comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand management consultancies in September 2026?

2 changes

  1. In September 2026, BCG overtook McKinsey & Company to rank 2nd among management consultancies in New Zealand, with 20.4% of the searches.

  2. In September 2026, Bain & Company gained share of searches among management consultancies in New Zealand, from 6.8% to 9.3%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Bain & Company’s and BCG’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.

Bain & Company

3 branded search terms

  • bain
  • bain consulting
  • baincompany

BCG

4 branded search terms

  • bcg
  • bcg consulting
  • bcg consulting group
  • boston consulting group strategy

How the Brand Demand Index is measured

Other head-to-heads among management consultancies

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