Sustainability Audience in Germany
Sustainability has an estimated audience of 9,980,571 people in Germany. 58.9% are female, 41.1% are male, average age 38.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Ethical consumerism, Sustainable energy, Sustainable living, Vegetarian cuisine.
The average Sustainability fan in Germany is 38.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, Ethical consumerism, Sustainable energy, with strongest over-indexing on Rossmann (1.73× the country average). Demographically, the Sustainability audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Sustainability, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Politics & Society · Type: Topic
Demographics of Sustainability fans
| Metric | Value |
|---|---|
| Female | 58.9% |
| Male | 41.1% |
| Average age | 38.1 |
| Estimated audience size | 9,980,571 |
Audience persona
The typical Sustainability fan in Germany is more female, around 38.1 years old, with strong Sustainability tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,627,327 | 1.2× |
| Bayern | 1,811,694 | 1.13× |
| Baden-Württemberg | 1,690,934 | 1.24× |
| Niedersachsen | 1,168,168 | 1.21× |
| Hessen | 783,091 | 1.03× |
| Rheinland-Pfalz | 480,220 | 0.96× |
| Berlin | 477,220 | 1.07× |
| Sachsen | 393,327 | 0.8× |
| Schleswig-Holstein | 374,803 | 1.05× |
| Hamburg | 268,880 | 1.19× |
| Brandenburg | 264,932 | 0.86× |
| Thüringen | 198,068 | 0.78× |
| Sachsen-Anhalt | 197,602 | 0.76× |
| Mecklenburg-Vorpommern | 140,819 | 0.74× |
| Saarland | 110,215 | 0.9× |
| Bremen | 92,427 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.73× | Shopping |
| Ethical consumerism | 2.85× | Shopping |
| Sustainable energy | 2.03× | Home & Garden |
| Sustainable living | 2.44× | Home & Garden |
| Vegetarian cuisine | 1.82× | Food & Beverages |
| Renewable energy | 1.79× | Business & Career |
| Toddler | 1.75× | Kids & Family |
| Organic food | 1.54× | Food & Beverages |
| More Nutrition | 1.58× | Health |
| Self-love | 1.62× | Health |
| Environmentalism | 2.3× | Politics & Society |
| Self-awareness | 1.66× | Health |
| Healthy diet | 1.6× | Health |
| Sustainable fashion | 2.43× | Fashion & Accessoires |
| Knitting | 1.8× | Home & Garden |
| Baby food | 1.8× | Kids & Family |
| Home Interior Design | 1.79× | Home & Garden |
| Healthy habits | 1.61× | Health |
| Etsy | 1.75× | Fashion & Accessoires |
| Breuninger | 1.55× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.08 |
| LGBTQ+ Identity | OPEN | 1.89 |
| DIY Mentality | THRILL | 1.34 |
| Design Affinity | PREMIUM | 1.31 |
| Indulgence | JOY | 1.29 |
| Sports Activity | POWER | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.5% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
See Sustainability audiences in other countries
More Politics & Society audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Sustainability have in Germany?
Sustainability has an estimated audience of 9,980,571 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sustainability fans?
58.9% of Sustainability fans are female, 41.1% are male, with an average age of 38.1 years.
Which brands do Sustainability fans like most?
Sustainability fans show strongest brand affinity for Rossmann (1.73×), Ethical consumerism (2.85×), and Sustainable energy (2.03×) over the country average.
Where do Sustainability fans live in Germany?
Sustainability fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,627,327), Bayern (reach 1,811,694), and Baden-Württemberg (reach 1,690,934). These three regions account for the largest share of the active audience.
What other brands do Sustainability fans also like?
Beyond Sustainability itself, the audience over-indexes on Ethical consumerism (2.85×), Sustainable energy (2.03×), Sustainable living (2.44×), and Vegetarian cuisine (1.82×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.