A data profile of the people who buy, follow and care about Sustainable living in United Kingdom — modelled from more than twelve digital signal sources. Sustainable living has an estimated audience of 4,545,306 people in United Kingdom.
The average Sustainable living fan in United Kingdom is 40.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Do it yourself (DIY), Ethical consumerism, Local food, with strongest over-indexing on Do it yourself (DIY) (2.22× the country average).
Demographically, the Sustainable living audience skews more female with an average age of 40.4, 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 living fan in United Kingdom is more female, around 40.4 years old, with strong Sustainability tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Sustainable living profile in United Kingdom.
64.9% are female, 35.1% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 64.9% |
| Male | 35.1% |
| Average age | 40.4 |
| Estimated audience size | 4,545,306 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 23% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 23% |
of the worldwide Sustainable living audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.5% |
| Germany | 10.1% |
| United Kingdom | 8.0% |
Where the Sustainable living audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East of England | ~600K | 1.39× | |
| 02 | England | ~3.5M | 1.34× | |
| 03 | Wales | ~300K | 1.12× | |
| 04 | South East | ~700K | 1.10× | |
| 05 | South West | ~400K | 0.99× | |
| 06 | West Midlands | ~200K | 0.99× | |
| 07 | North East | ~200K | 0.97× | |
| 08 | Yorkshire and the Humber | ~300K | 0.96× | |
| 09 | East Midlands | ~300K | 0.96× | |
| 10 | Northern Ireland | ~100K | 0.96× | |
| 11 | North West | ~400K | 0.89× | |
| 12 | Scotland | ~400K | 0.89× |
The strongest cross-interests of the Sustainable living audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ethical consumerism | Shopping | 4.71× | ||
| 02 | Simple living | Politics & Society | 4.44× | ||
| 03 | Zero waste | Home & Garden | 4.13× | ||
| 04 | Organic farming | Food & Beverages | 3.48× | ||
| 05 | Sustainable products | Politics & Society | 3.14× | ||
| 06 | Local food | Food & Beverages | 2.81× | ||
| 07 | Contemporary art | Arts & Culture | 2.66× | ||
| 08 | Sustainability | Politics & Society | 2.60× | ||
| 09 | Animal rights | Politics & Society | 2.47× | ||
| 10 | Etsy | Fashion & Accessoires | 2.35× | ||
| 11 | Pet store | Pets & Animals | 2.31× | ||
| 12 | Ocado | Shopping | 2.26× | ||
| 13 | Art museum | Arts & Culture | 2.24× | ||
| 14 | Do it yourself (DIY) | Home & Garden | 2.22× | ||
| 15 | Vintage clothing | Fashion & Accessoires | 2.10× | ||
| 16 | Pet food | Pets & Animals | 2.04× | ||
| 17 | Nonprofit organization | Politics & Society | 1.90× | ||
| 18 | Organic food | Food & Beverages | 1.84× | ||
| 19 | Superman | Movies & TV | 1.70× | ||
| 20 | EasyJet | Travel & Leisure | 1.61× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.48× | |
| Design Affinity | PREMIUM | 1.76× | |
| Indulgence | JOY | 1.73× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.81× | |
| Tradition | CONSERVATISM | 0.94× | |
| Social Media Usage | JOY | 0.98× |
Sustainable living has an estimated audience of 4,545,306 people in United Kingdom, concentrated in England and South East.
64.9% of Sustainable living fans are female, 35.1% are male, with an average age of 40.4 years.
Sustainable living fans show strongest brand affinity for Do it yourself (DIY) (2.22×), Ethical consumerism (4.71×), and Local food (2.81×) over the country average.
Sustainable living fans in United Kingdom are most concentrated in England (reach ~3.5M), South East (reach ~700K), and East of England (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Sustainable living itself, the audience over-indexes on Ethical consumerism (4.71×), Local food (2.81×), Sustainability (2.6×), and Organic farming (3.48×) 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 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.
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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