A yellow Labrador puppy-in-training wearing a red collar.

Guide Dogs Australia has been announced as Australia’s Most Trusted Charity Brand for the seventh time.

Guide Dogs received the prestigious honour as part of the annual Reader’s Digest Trusted Brands survey, which has included a charity category since 2013.

James Williams, Chair of Guide Dogs Australia, said trust in brands was more important than ever in the midst of the coronavirus pandemic.

“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,” Mr Williams said.

“To be awarded this title during such challenging times is hugely encouraging and inspiring. Guide Dogs teams around 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 vision impairment – no matter how tough the circumstances.”

Guide Dogs SA/NT Chief Executive Officer, Aaron Chia, said the organisation was proud to receive the honour of Most Trusted Charity for the seventh time.

“I would like to thank our many loyal supporters who once again voted for us as their Most Trusted Charity,” said Mr Chia.

“Our organisation is built on trust. From the trust of our donors who choose to support us to the trusted bond between a handler and their Guide Dog.

“We take this honour seriously and we deeply appreciate the community’s ongoing trust in us. Despite the difficult circumstances posed by COVID-19, we will continue to do everything we can to enable independence for people living with vision impairment, children with autism, and their families – now and into the future.”