A data profile of the people who buy, follow and care about Sustainability in Canada — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 4,888,861 people in Canada.
The average Sustainability fan in Canada is 38.2 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Environmentalism, Local food, Plastic, with strongest over-indexing on Environmentalism (2.2× the country average).
Demographically, the Sustainability audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Sustainability fan in Canada is more female, around 38.2 years old, with strong Patriotism tendencies and a notable affinity for Environmentalism.
The key figures that characterise the Sustainability profile in Canada.
60.1% are female, 39.9% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 60.1% |
| Male | 39.9% |
| Average age | 38.2 |
| Estimated audience size | 4,888,861 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 20% |
of the worldwide Sustainability audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.4% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Sustainability audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3.5M | 1.66× | |
| 02 | British Columbia | ~1M | 1.42× | |
| 03 | Alberta | ~700K | 1.24× | |
| 04 | Manitoba | ~200K | 1.11× | |
| 05 | Saskatchewan | ~200K | 1.01× | |
| 06 | Nova Scotia | ~100K | 0.97× | |
| 07 | Prince Edward Island | ~20K | 0.84× | |
| 08 | New Brunswick | ~90K | 0.82× | |
| 09 | Newfoundland and Labrador | ~60K | 0.75× | |
| 10 | Quebec | ~800K | 0.69× |
The strongest cross-interests of the Sustainability audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zero waste | Home & Garden | 2.60× | ||
| 02 | Sustainable fashion | Fashion & Accessoires | 2.44× | ||
| 03 | Landfill | Home & Garden | 2.37× | ||
| 04 | Sustainable living | Home & Garden | 2.31× | ||
| 05 | Environmentalism | Politics & Society | 2.20× | ||
| 06 | Organic product | Food & Beverages | 1.86× | ||
| 07 | Houseplant | Home & Garden | 1.83× | ||
| 08 | Social change | Politics & Society | 1.78× | ||
| 09 | Social movement | Politics & Society | 1.74× | ||
| 10 | Recycling | Home & Garden | 1.70× | ||
| 11 | Plastic | Home & Garden | 1.62× | ||
| 12 | Activism | Politics & Society | 1.59× | ||
| 13 | Natural product | Food & Beverages | 1.58× | ||
| 14 | Organic farming | Food & Beverages | 1.56× | ||
| 15 | Landscape design | Business & Career | 1.56× | ||
| 16 | Self-love | Health | 1.55× | ||
| 17 | Self-help | Health | 1.54× | ||
| 18 | Etsy | Fashion & Accessoires | 1.51× | ||
| 19 | Local food | Food & Beverages | 1.50× | ||
| 20 | Animal rights | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.53× | |
| Early Adopter Mentality | POWER | 1.19× | |
| Spirituality | BALANCE | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.77× | |
| Individualism | JOY | 0.92× | |
| Family Orientation | CONSERVATISM | 0.92× |
Sustainability has an estimated audience of 4,888,861 people in Canada, concentrated in Ontario and British Columbia.
60.1% of Sustainability fans are female, 39.9% are male, with an average age of 38.2 years.
Sustainability fans show strongest brand affinity for Environmentalism (2.2×), Local food (1.5×), and Plastic (1.62×) over the country average.
Sustainability fans in Canada are most concentrated in Ontario (reach ~3.5M), British Columbia (reach ~1M), and Quebec (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Sustainability itself, the audience over-indexes on Local food (1.5×), Plastic (1.62×), Natural product (1.58×), and Organic product (1.86×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada 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 Canada. 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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