Brandwave

Guide Dogs NZ vs SAFE:Which is more popular?

In September 2026, SAFE had more branded searches than Guide Dogs NZ among animal welfare charities in New Zealand. SAFE had about 490 branded searches, while Guide Dogs NZ had 240. SAFE made up 1.2% of all animal welfare charity searches we track, and Guide Dogs NZ accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about animal welfare charities, SAFE appeared in three of the five answers and Guide Dogs NZ in one. SAFE was mentioned before Guide Dogs NZ in three out of four answers that named either.

Among animal welfare charities in New Zealand in September 2026

Who do people search for more?

SAFE, about 2 searches for every 1 for Guide Dogs NZ

SAFE 490 searchesGuide Dogs NZ 240 searches

Who does AI mention more?

SAFE, mentioned in 3 of 5 answers, Guide Dogs NZ in 1

SAFE in 3 of 5Guide Dogs NZ in 1 of 5

Who does AI recommend more?

SAFE, named ahead of Guide Dogs NZ in 3 of 4 answers

SAFE first in 3Guide Dogs NZ first in 1

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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. Guide Dogs NZ was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. SAFE was listed before Guide Dogs NZ in three out of four answers that named either.

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.

Is Guide Dogs NZ or SAFE more popular in search?

This chart shows how often people search Google for Guide Dogs NZ and SAFE by name. Each line represents a brand's share of searches for all six animal welfare charities we track, month by month, from searches in New Zealand.

Guide Dogs NZ and SAFE among animal welfare charities in New Zealand, by month

Share of searches by month for SAFE, Guide Dogs NZ. 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%

How has the Guide Dogs NZ and SAFE comparison changed over the last 12 months?

3 findings

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

1 change

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

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Guide Dogs NZ’s and SAFE’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.

Guide Dogs NZ

7 branded search terms

  • failed guide dogs nz
  • guide dog puppy
  • guide dog puppy adoption
  • guide dog training nz
  • guide dogs new zealand
  • guide dogs nz
  • retired guide dogs nz

SAFE

2 branded search terms

  • safe animal rights
  • safe nz

How the Brand Demand Index is measured

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