Sustainable living Audience in Germany
Sustainable living has an estimated audience of 5,728,103 people in Germany. 61.8% are female, 38.2% are male, average age 36.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Real property, Ethical consumerism, Ryanair, Do it yourself (DIY), Harry Potter.
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 Real property, Ethical consumerism, Ryanair, with strongest over-indexing on Real property (6.39× 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, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Sustainable living fans
| Metric | Value |
|---|---|
| Female | 61.8% |
| Male | 38.2% |
| Average age | 36.6 |
| Estimated audience size | 5,728,103 |
Audience persona
The typical Sustainable living fan in Germany is more female, around 36.6 years old, with strong Sustainability tendencies and a notable affinity for Real property.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,181,146 | 0.94× |
| Bayern | 696,364 | 0.76× |
| Baden-Württemberg | 332,226 | 0.43× |
| Niedersachsen | 275,381 | 0.5× |
| Rheinland-Pfalz | 233,764 | 0.81× |
| Berlin | 212,915 | 0.83× |
| Hessen | 201,825 | 0.46× |
| Schleswig-Holstein | 165,888 | 0.81× |
| Sachsen-Anhalt | 160,565 | 1.08× |
| Saarland | 154,626 | 2.2× |
| Thüringen | 150,951 | 1.03× |
| Bremen | 149,745 | 3.06× |
| Brandenburg | 148,819 | 0.84× |
| Mecklenburg-Vorpommern | 132,622 | 1.21× |
| Sachsen | 122,044 | 0.43× |
| Hamburg | 79,048 | 0.61× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Real property | 6.39× | Home & Garden |
| Ethical consumerism | 5.24× | Shopping |
| Ryanair | 2.9× | Travel & Leisure |
| Do it yourself (DIY) | 2.43× | Home & Garden |
| Harry Potter | 1.63× | Movies & TV |
| Drop shipping | 2.87× | Shopping |
| Art exhibition | 3.57× | Arts & Culture |
| Pets | 1.64× | Pets & Animals |
| Tagesschau | 1.71× | Movies & TV |
| Sustainable clothing | 4.59× | Fashion & Accessoires |
| Felix Baumgartner | 3.88× | Sports |
| Pet food | 2.43× | Pets & Animals |
| Sustainability | 2.37× | Politics & Society |
| Sports betting | 5.22× | Games |
| Etsy | 2.75× | Fashion & Accessoires |
| Payback | 3.48× | Shopping |
| Local food | 2.58× | Food & Beverages |
| Automobiles | 1.6× | Cars & Mobility |
| Natural foods | 3.4× | Food & Beverages |
| Expensive Taste | 3.6× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 3.26 |
| LGBTQ+ Identity | OPEN | 2.41 |
| Sports Activity | POWER | 1.82 |
| Indulgence | JOY | 1.79 |
| Design Affinity | PREMIUM | 1.62 |
| DIY Mentality | THRILL | 1.57 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.5% |
| Germany | 10.1% |
| United Kingdom | 8.0% |
See Sustainable living audiences in other countries
More Home & Garden 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 Sustainable living have in Germany?
Sustainable living has an estimated audience of 5,728,103 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
Which brands do Sustainable living fans like most?
Sustainable living fans show strongest brand affinity for Real property (6.39×), Ethical consumerism (5.24×), and Ryanair (2.9×) over the country average.
Where do Sustainable living fans live in Germany?
Sustainable living fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,181,146), Bayern (reach 696,364), and Baden-Württemberg (reach 332,226). These three regions account for the largest share of the active audience.
What other brands do Sustainable living fans also like?
Beyond Sustainable living itself, the audience over-indexes on Ethical consumerism (5.24×), Ryanair (2.9×), Do it yourself (DIY) (2.43×), and Harry Potter (1.63×) compared to the Germany average.
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.