Guide Dogs Australia has today been announced the Most Trusted Charity Brand as part of Australian Reader’s Digest “Most Trusted Brands 2020”. This is the 7th time we have been awarded this title since being added to the annual Reader’s Digest’s Trusted Brands survey in 2013.

James Williams, Chair of Guide Dogs Australia said trust in brands is now more important than ever, with added pressure on organisations to lead their staff and clients out of the COVID-19 crisis in one piece.

“It has often been said that although trust is difficult to define, it is easy to spot when it’s been lost. At a time when emotions and anxieties are running high, consumer confidence and trust are being put to the test,” said Mr. Williams.

“To be awarded this title during such challenging times is hugely encouraging and inspiring. Guide Dogs teams across Australia have been working around the clock during the COVID-19 crisis to safeguard the health and wellbeing of our staff, Clients, volunteers and dogs, and to ensure continuity of care for Guide Dogs Clients.”

“It is wonderful to see that the community believes in us and trusts that we will always be there for those living with low vision or blindness – no matter how tough the circumstances.”

For more than 60 years, Guide Dogs organisations across Australia have been dedicated to helping people who are blind or have low vision gain the freedom and independence to move safely and confidently around their communities, and to fulfill their potential.

To achieve this, trust must be at the heart of everything we do; from the trust Clients put in us to provide the support and care they need, to the trust between a person with blindness or low vision and their Guide Dog.

It is also vital that this trust extends to the community who help fund over 80% of our services through generous donations, putting their faith in us to provide services that assist people living with blindness and low vision to lead independent, safe and fulfilling lives.

Without the trust, generosity and support of our community, we would not be able to continue the crucial work we do every day. To be named Most Trusted Charity Brand by our community is a huge honour and one that Guide Dogs Australia is extremely proud of – particularly during such a difficult period in Australian history.