A data profile of the people who buy, follow and care about Sustainable fashion in United Kingdom — modelled from more than twelve digital signal sources. Sustainable fashion has an estimated audience of 3,897,306 people in United Kingdom.
The average Sustainable fashion fan in United Kingdom is 41.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Sustainable clothing, Do it yourself (DIY), Local food, with strongest over-indexing on Sustainable clothing (9.39× the country average).
Demographically, the Sustainable fashion audience skews more female with an average age of 41.7, 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 12 regions tracked by Rascasse.
The typical Sustainable fashion fan in United Kingdom is more female, around 41.7 years old, with strong Sustainability tendencies and a notable affinity for Sustainable clothing.
The key figures that characterise the Sustainable fashion profile in United Kingdom.
71.4% are female, 28.6% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 41.7 |
| Estimated audience size | 3,897,306 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 27% |
of the worldwide Sustainable fashion audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 14.4% |
| China | 9.4% |
| Japan | 8.5% |
Where the Sustainable fashion audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3M | 1.56× | |
| 02 | Yorkshire and the Humber | ~400K | 1.26× | |
| 03 | West Midlands | ~200K | 1.20× | |
| 04 | East of England | ~400K | 1.14× | |
| 05 | North East | ~200K | 1.05× | |
| 06 | Wales | ~200K | 1.03× | |
| 07 | South East | ~500K | 1.02× | |
| 08 | South West | ~300K | 0.95× | |
| 09 | Northern Ireland | ~100K | 0.90× | |
| 10 | Scotland | ~300K | 0.89× | |
| 11 | East Midlands | ~200K | 0.88× | |
| 12 | North West | ~300K | 0.79× |
The strongest cross-interests of the Sustainable fashion audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sustainable clothing | Fashion & Accessoires | 9.39× | ||
| 02 | CC cream | Beauty & Wellness | 5.46× | ||
| 03 | Flea market | Home & Garden | 4.87× | ||
| 04 | Ethical consumerism | Shopping | 4.39× | ||
| 05 | Pandora | Fashion & Accessoires | 3.77× | ||
| 06 | Art exhibition | Arts & Culture | 3.17× | ||
| 07 | Local food | Food & Beverages | 2.88× | ||
| 08 | Uniqlo | Shopping | 2.88× | ||
| 09 | Luxury real estate | Business & Career | 2.86× | ||
| 10 | Contemporary art | Arts & Culture | 2.81× | ||
| 11 | Etsy | Fashion & Accessoires | 2.74× | ||
| 12 | Do it yourself (DIY) | Home & Garden | 2.65× | ||
| 13 | Vintage clothing | Fashion & Accessoires | 2.57× | ||
| 14 | Sustainability | Politics & Society | 2.53× | ||
| 15 | Museum | Arts & Culture | 2.40× | ||
| 16 | Fine art | Business & Career | 2.36× | ||
| 17 | Art museum | Arts & Culture | 2.34× | ||
| 18 | Organic food | Food & Beverages | 2.10× | ||
| 19 | Renovation | Home & Garden | 1.81× | ||
| 20 | EasyJet | Travel & Leisure | 1.78× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 3.65× | |
| Design Affinity | PREMIUM | 1.99× | |
| Indulgence | JOY | 1.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.79× | |
| Need for Security | CONSERVATISM | 0.89× | |
| Family Orientation | CONSERVATISM | 0.93× |
Sustainable fashion has an estimated audience of 3,897,306 people in United Kingdom, concentrated in England and South East.
71.4% of Sustainable fashion fans are female, 28.6% are male, with an average age of 41.7 years.
Sustainable fashion fans show strongest brand affinity for Sustainable clothing (9.39×), Do it yourself (DIY) (2.65×), and Local food (2.88×) over the country average.
Sustainable fashion fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~500K), and East of England (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Sustainable fashion itself, the audience over-indexes on Do it yourself (DIY) (2.65×), Local food (2.88×), CC cream (5.46×), and Ethical consumerism (4.39×) 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 Sustainable fashion. 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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