Brandwave

SAFE vs SPCA:Which is more popular?

In September 2026, SPCA had more branded searches than SAFE among animal welfare charities in New Zealand. SPCA had about 40,300 branded searches, while SAFE had 490. SPCA made up 96.1% of all animal welfare charity searches we track, and SAFE accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about animal welfare charities, SPCA appeared in all five answers and SAFE in three. SPCA was mentioned before SAFE in every answer.

Among animal welfare charities in New Zealand in September 2026

Who do people search for more?

SPCA, about 82 searches for every 1 for SAFE

SPCA 40.3K searchesSAFE 490 searches

Who does AI mention more?

SPCA, mentioned in every answer we collected

SPCA in 5 of 5SAFE in 3 of 5

Who does AI recommend more?

SPCA, named ahead of SAFE in every answer

SPCA first in 5SAFE never first

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SPCA appeared in all five answers. SAFE was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. SPCA was listed before SAFE in every answer.

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 SAFE or SPCA more popular in search?

This chart shows how often people search Google for SAFE and SPCA 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.

SAFE and SPCA among 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%

How has the SAFE and SPCA comparison changed over the last 12 months?

3 findings
  • SPCA was ahead of SAFE in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, SAFE’s share of searches among animal welfare charities in New Zealand held steady at 1.2%, and its estimated monthly branded searches held steady at 490.
  • Across the 12 months ending September 2026, SPCA’s share of searches among animal welfare charities in New Zealand moved from 96.6% to 96.1%, and its estimated monthly branded searches moved from 40.4K to 40.3K.

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?

21 search terms

Brandwave collects information about searches that people make online using SAFE’s and SPCA’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.

SAFE

2 branded search terms

  • safe animal rights
  • safe nz

SPCA

19 branded search terms

  • a spca
  • otago spca
  • spca
  • spca adoption
  • spca animals
  • spca cat
  • spca cat adoption
  • spca dogs
  • spca foster
  • spca hours
  • spca kittens
  • spca marlborough
  • spca number
  • spca operating hours
  • spca opshop
  • spca puppies
  • spca southland
  • spca telephone number
  • waikato spca

How the Brand Demand Index is measured

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