Rascasse Audience Intelligence

Sustainable living Audience in Germany

A data profile of the people who buy, follow and care about Sustainable living in Germany — modelled from more than twelve digital signal sources. Sustainable living has an estimated audience of 5,728,103 people in Germany.

#535among Topic in Germany#62in Home & Garden

The average Sustainable living fan in Germany is 36.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Ethical consumerism, Tagesschau, Simple living, with strongest over-indexing on Ethical consumerism (6.11× the country average).

Demographically, the Sustainable living audience skews more female with an average age of 36.6, and over-indexes on personality traits such as Sustainability, Indulgence.

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

The typical Sustainable living fan in Germany is more female, around 36.6 years old, with strong Sustainability tendencies and a notable affinity for Ethical consumerism.

Category: Home & Garden · 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 Sustainable living profile in Germany.

Audience size
5.7M
in Germany
Gender
61.8%♀
38.2% male
Age
36.6
average years
Country rank
#855
Topic in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sustainable living fans

61.8% are female, 38.2% are male, average age 36.6.

Fig. 02

Gender split

61.8%
Female
38.2%
Male
Demographic split for Sustainable living audience in Germany
MetricValue
Female61.8%
Male38.2%
Average age36.6
Estimated audience size5,728,103
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Sustainable living audience in Germany
Age bracketShare%
16-1920%
20-2927%
30-3921%
40-4919%
50+12%
Fig. 04

Worldwide distribution

10.1%

of the worldwide Sustainable living audience comes from Germany.

Worldwide audience distribution share by country for Sustainable living
CountryShare
United States21.5%
Germany10.1%
United Kingdom8.0%
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 Sustainable living audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sustainable living fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~70K1.43×
02Saarland~90K1.32×
03Mecklenburg-Vorpommern~100K1.04×
04Thüringen~200K1.03×
05Sachsen-Anhalt~100K1.01×
06Brandenburg~200K0.97×
07Nordrhein-Westfalen~1M0.95×
08Rheinland-Pfalz~300K0.95×
09Schleswig-Holstein~200K0.94×
10Hamburg~100K0.93×
11Berlin~200K0.92×
12Sachsen~200K0.89×
13Hessen~400K0.85×
14Bayern~800K0.82×
15Niedersachsen~500K0.81×
16Baden-Württemberg~600K0.75×
Fig. 06

Affinity by region

Affinity by region — Sustainable living, Germany
0.75×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sustainable living audience
#·InterestCategoryAffinity×
01Environmental protectionPolitics & Society6.41×
02Ethical consumerismShopping6.11×
03Simple livingPolitics & Society6.06×
04Love ActuallyMovies & TV5.76×
05Sustainable productsPolitics & Society5.48×
06Sustainable clothingFashion & Accessoires5.43×
07Real propertyHome & Garden4.35×
08Expensive TasteBusiness & Career3.85×
09Robert RedfordMovies & TV3.26×
10TelegramInternet & Social Media3.06×
11SustainabilityPolitics & Society2.44×
12Organic farmingFood & Beverages2.44×
13TagesschauMovies & TV2.37×
14HobbyHome & Garden2.02×
15Do it yourself (DIY)Home & Garden1.96×
16Luxury goodsFashion & Accessoires1.77×
17NatureHome & Garden1.65×
18IKEAHome & Garden1.64×
19Harry PotterMovies & TV1.56×
20FamilyKids & Family1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sustainable living 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 Sustainable living audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE3.01×
IndulgenceJOY2.08×
Design AffinityPREMIUM1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sustainable living audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.95×
Convenience OrientationPREMIUM0.99×
Family OrientationCONSERVATISM1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sustainable living have in Germany?

Sustainable living has an estimated audience of 5,728,103 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Sustainable living fans?

61.8% of Sustainable living fans are female, 38.2% are male, with an average age of 36.6 years.

03

Which brands do Sustainable living fans like most?

Sustainable living fans show strongest brand affinity for Ethical consumerism (6.11×), Tagesschau (2.37×), and Simple living (6.06×) over the country average.

04

Where do Sustainable living fans live in Germany?

Sustainable living fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Sustainable living fans also like?

Beyond Sustainable living itself, the audience over-indexes on Tagesschau (2.37×), Simple living (6.06×), Sustainable clothing (5.43×), and Sustainable products (5.48×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Sustainable living audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Sustainable living. 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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