A data profile of the people who buy, follow and care about Sustainability in United Kingdom — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 11,081,443 people in United Kingdom.
The average Sustainability fan in United Kingdom is 41.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Climate, Environmentalism, Sustainable living, with strongest over-indexing on Climate (2.23× the country average).
Demographically, the Sustainability audience skews more female with an average age of 41.9, 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 13 regions tracked by Rascasse.
The typical Sustainability fan in United Kingdom is more female, around 41.9 years old, with strong Sustainability tendencies and a notable affinity for Climate.
The key figures that characterise the Sustainability profile in United Kingdom.
62.4% are female, 37.6% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 62.4% |
| Male | 37.6% |
| Average age | 41.9 |
| Estimated audience size | 11,081,443 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 27% |
of the worldwide Sustainability audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.4% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Sustainability audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~2M | 1.37× | |
| 02 | North West | ~1.5M | 1.21× | |
| 03 | England | ~8.5M | 1.19× | |
| 04 | Wales | ~700K | 1.11× | |
| 05 | South East | ~1.5M | 1.09× | |
| 06 | East of England | ~1M | 1.07× | |
| 07 | South West | ~900K | 1.04× | |
| 08 | East Midlands | ~800K | 1.04× | |
| 09 | Scotland | ~1M | 0.97× | |
| 10 | Yorkshire and the Humber | ~700K | 0.76× | |
| 11 | Northern Ireland | ~300K | 0.76× | |
| 12 | West Midlands | ~400K | 0.75× | |
| 13 | North East | ~300K | 0.71× |
The strongest cross-interests of the Sustainability audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ethical consumerism | Shopping | 2.76× | ||
| 02 | Sustainable living | Home & Garden | 2.60× | ||
| 03 | Sustainable fashion | Fashion & Accessoires | 2.53× | ||
| 04 | Environmentalism | Politics & Society | 2.39× | ||
| 05 | Climate | Politics & Society | 2.23× | ||
| 06 | Activism | Politics & Society | 2.03× | ||
| 07 | Art exhibition | Arts & Culture | 1.95× | ||
| 08 | Landscape design | Business & Career | 1.90× | ||
| 09 | Local food | Food & Beverages | 1.76× | ||
| 10 | Recycling | Home & Garden | 1.70× | ||
| 11 | Self care | Health | 1.69× | ||
| 12 | Outdoor enthusiast | Sports | 1.65× | ||
| 13 | Etsy | Fashion & Accessoires | 1.64× | ||
| 14 | Contemporary art | Arts & Culture | 1.64× | ||
| 15 | Newcast | Business & Career | 1.61× | ||
| 16 | Museum | Arts & Culture | 1.56× | ||
| 17 | Waterstones | Literature | 1.52× | ||
| 18 | Organic food | Food & Beverages | 1.52× | ||
| 19 | Google Docs | Internet & Social Media | 1.51× | ||
| 20 | Plastic | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.06× | |
| Design Affinity | PREMIUM | 1.56× | |
| Mindfulness | BALANCE | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.80× | |
| Need for Security | CONSERVATISM | 0.94× | |
| Quality Awareness | PREMIUM | 0.94× |
Sustainability has an estimated audience of 11,081,443 people in United Kingdom, concentrated in England and Greater London.
62.4% of Sustainability fans are female, 37.6% are male, with an average age of 41.9 years.
Sustainability fans show strongest brand affinity for Climate (2.23×), Environmentalism (2.39×), and Sustainable living (2.6×) over the country average.
Sustainability fans in United Kingdom are most concentrated in England (reach ~8.5M), Greater London (reach ~2M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Sustainability itself, the audience over-indexes on Environmentalism (2.39×), Sustainable living (2.6×), Local food (1.76×), and Activism (2.03×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. 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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