Guide Dogs wins 'Most Trusted Charity' three years running | Guide Dogs NSW/ACT

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22 July, 2015

Guide Dogs wins 'Most Trusted Charity' three years running

Three photos of clients with their Guide Dogs, with Reader's Digest award logo

For the third year running, Guide Dogs has been voted Australia's Most Trusted Charity in the Reader's Digest Most Trusted Brands survey.

"The public's generosity and loyalty towards Guide Dogs is truly humbling," Guide Dogs Australia spokesperson and CEO of Guide Dogs NSW/ACT Graeme White said.

"It is an honour that people have placed their trust in our services and believe Guide Dogs is an organisation they want to support.

"To have this acknowledgement and public recognition of our work over the past three years is an outstanding honour, but to be voted as Australia's most trusted charity for the third year in a row is truly heart-warming and a true testimony to the integrity of the work we do in the community."

The award will be accepted on behalf of all the Australian Guide Dogs' organisations at a ceremony in Sydney on Thursday.

For the past 14 years, the Australian Reader's Digest Most Trusted Brands survey has uncovered the products and services Australians reach for (and have come to depend on) to enrich their lives.

The annual research was conducted by Catalyst Marketing and Research and quizzed more than 2,400 Australians on their most trusted brands in 46 categories of products and services across a wide range of industries.

According to research, when we place our trust in something our brain releases oxytocin, a hormone that produces pleasurable feelings, Australian Reader's Digest Editor-in-Chief, Sue Carney said. "It also triggers a herding instinct that leads sheep to flock together for safety, and prompts humans to connect with one another."

"Many purchases are made with the heart and, even in this digital age, it's the brands which continue to offer quality and substance that hold our trust," Ms Carney said.

The award will be accepted on behalf of all the Australian Guide Dogs' organisations at a ceremony in Sydney on Thursday.