A data profile of the people who buy, follow and care about Sustainability in Australia — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 5,426,885 people in Australia.
The average Sustainability fan in Australia is 42.7 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Anthony Albanese, Sustainable living, Environmentalism, with strongest over-indexing on Anthony Albanese (1.59× the country average).
Demographically, the Sustainability audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Design Affinity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Sustainability fan in Australia is more female, around 42.7 years old, with strong Design Affinity tendencies and a notable affinity for Anthony Albanese.
The key figures that characterise the Sustainability profile in Australia.
63.3% are female, 36.7% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 63.3% |
| Male | 36.7% |
| Average age | 42.7 |
| Estimated audience size | 5,426,885 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Sustainability audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.4% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Sustainability audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New South Wales | ~2.5M | 1.25× | |
| 02 | Victoria | ~2M | 1.10× | |
| 03 | Australian Capital Territory | ~100K | 1.08× | |
| 04 | South Australia | ~400K | 1.03× | |
| 05 | Western Australia | ~700K | 1.02× | |
| 06 | Queensland | ~1.5M | 1.01× | |
| 07 | Northern Territory | ~50K | 0.91× | |
| 08 | Tasmania | ~90K | 0.77× |
The strongest cross-interests of the Sustainability audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zero waste | Home & Garden | 2.31× | ||
| 02 | Sustainable living | Home & Garden | 2.11× | ||
| 03 | Sustainable products | Politics & Society | 2.08× | ||
| 04 | Environmentalism | Politics & Society | 1.96× | ||
| 05 | Landfill | Home & Garden | 1.95× | ||
| 06 | Social change | Politics & Society | 1.77× | ||
| 07 | Houseplant | Home & Garden | 1.76× | ||
| 08 | Guardian Australia | News | 1.72× | ||
| 09 | Sustainable energy | Home & Garden | 1.68× | ||
| 10 | Bohemian style | Fashion & Accessoires | 1.67× | ||
| 11 | Boho-chic | Fashion & Accessoires | 1.65× | ||
| 12 | Recycling | Home & Garden | 1.61× | ||
| 13 | Retirement community | Kids & Family | 1.61× | ||
| 14 | Handmade jewelry | Fashion & Accessoires | 1.60× | ||
| 15 | Anthony Albanese | Politics & Society | 1.59× | ||
| 16 | Crochet | Home & Garden | 1.58× | ||
| 17 | Earring | Fashion & Accessoires | 1.54× | ||
| 18 | Knitting | Home & Garden | 1.53× | ||
| 19 | Home décor products | Home & Garden | 1.52× | ||
| 20 | Donation | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.40× | |
| Sustainability | BALANCE | 1.39× | |
| Community Orientation | OPEN | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.73× | |
| Need for Security | CONSERVATISM | 0.84× | |
| Risk Appetite | THRILL | 0.90× |
Sustainability has an estimated audience of 5,426,885 people in Australia, concentrated in New South Wales and Victoria.
63.3% of Sustainability fans are female, 36.7% are male, with an average age of 42.7 years.
Sustainability fans show strongest brand affinity for Anthony Albanese (1.59×), Sustainable living (2.11×), and Environmentalism (1.96×) over the country average.
Sustainability fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Sustainability itself, the audience over-indexes on Sustainable living (2.11×), Environmentalism (1.96×), Guardian Australia (1.72×), and Recycling (1.61×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Sustainability. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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