Rascasse Audience Intelligence

Sustainability Audience in Germany

A data profile of the people who buy, follow and care about Sustainability in Germany — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 9,980,571 people in Germany.

#184among Topic in Germany#8in Politics & Society

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, Müller (company), Ethical consumerism, 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, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Sustainability fan in Germany is more female, around 38.1 years old, with strong Sustainability tendencies and a notable affinity for Rossmann.

Category: Politics & Society · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Sustainability profile in Germany.

Audience size
10M
in Germany
Gender
58.9%♀
41.1% male
Age
38.1
average years
Country rank
#312
Topic in Germany
Fig. 01

Search interest · 12-month trend

-33%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sustainability fans

58.9% are female, 41.1% are male, average age 38.1.

Fig. 02

Gender split

58.9%
Female
41.1%
Male
Demographic split for Sustainability audience in Germany
MetricValue
Female58.9%
Male41.1%
Average age38.1
Estimated audience size9,980,571
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Sustainability audience in Germany
Age bracketShare%
16-1920%
20-2922%
30-3921%
40-4921%
50+16%
Fig. 04

Worldwide distribution

5.7%

of the worldwide Sustainability audience comes from Germany.

Worldwide audience distribution share by country for Sustainability
CountryShare
United States21.4%
United Kingdom6.4%
Germany5.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Sustainability audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sustainability fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~1.5M1.21×
02Hamburg~300K1.21×
03Nordrhein-Westfalen~2.5M1.16×
04Bayern~2M1.13×
05Niedersachsen~1M1.13×
06Berlin~500K1.12×
07Bremen~90K1.11×
08Hessen~800K1.05×
09Schleswig-Holstein~400K1.03×
10Rheinland-Pfalz~500K0.96×
11Saarland~100K0.93×
12Brandenburg~300K0.88×
13Thüringen~200K0.83×
14Sachsen~400K0.82×
15Sachsen-Anhalt~200K0.80×
16Mecklenburg-Vorpommern~100K0.77×
Fig. 06

Affinity by region

Affinity by region — Sustainability, Germany
0.77×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sustainability audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sustainability audience
#·InterestCategoryAffinity×
01Ethical consumerismShopping2.85×
02Sustainable livingHome & Garden2.44×
03Sustainable fashionFashion & Accessoires2.43×
04EnvironmentalismPolitics & Society2.30×
05Sustainable energyHome & Garden2.03×
06Vegetarian cuisineFood & Beverages1.82×
07KnittingHome & Garden1.80×
08Baby foodKids & Family1.80×
09Renewable energyBusiness & Career1.79×
10Home Interior DesignHome & Garden1.79×
11ToddlerKids & Family1.75×
12RossmannShopping1.73×
13Self-awarenessHealth1.66×
14Self-loveHealth1.62×
15Healthy habitsHealth1.61×
16Healthy dietHealth1.60×
17More NutritionHealth1.58×
18BreuningerFashion & Accessoires1.55×
19Organic foodFood & Beverages1.54×
20Müller (company)Food & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sustainability audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sustainability audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.95×
Design AffinityPREMIUM1.57×
CreativityOPEN1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sustainability audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.80×
Risk AppetiteTHRILL0.94×
SpiritualityBALANCE0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Sustainability fans like most?

Sustainability fans show strongest brand affinity for Rossmann (1.73×), Müller (company) (1.53×), and Ethical consumerism (2.85×) over the country average.

04

Where do Sustainability fans live in Germany?

Sustainability fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Sustainability fans also like?

Beyond Sustainability itself, the audience over-indexes on Müller (company) (1.53×), Ethical consumerism (2.85×), Sustainable energy (2.03×), and More Nutrition (1.58×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Politics & Society audiences in Germany

See Sustainability audiences in other countries

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.

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