A data profile of the people who buy, follow and care about Zero waste in United Kingdom — modelled from more than twelve digital signal sources. Zero waste has an estimated audience of 3,077,899 people in United Kingdom.
The average Zero waste fan in United Kingdom is 39.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Sustainable living, Landfill, Organic farming, with strongest over-indexing on Sustainable living (4.13× the country average).
Demographically, the Zero waste audience skews more female with an average age of 39.8, 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 Zero waste fan in United Kingdom is more female, around 39.8 years old, with strong Sustainability tendencies and a notable affinity for Sustainable living.
The key figures that characterise the Zero waste profile in United Kingdom.
70.1% are female, 29.9% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 70.1% |
| Male | 29.9% |
| Average age | 39.8 |
| Estimated audience size | 3,077,899 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 22% |
of the worldwide Zero waste audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.9% |
| France | 9.9% |
| Germany | 9.1% |
Where the Zero waste audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~400K | 1.48× | |
| 02 | Greater London | ~600K | 1.45× | |
| 03 | North West | ~400K | 1.26× | |
| 04 | South East | ~500K | 1.19× | |
| 05 | Scotland | ~300K | 1.14× | |
| 06 | Wales | ~200K | 1.08× | |
| 07 | Northern Ireland | ~90K | 0.93× | |
| 08 | East Midlands | ~200K | 0.92× | |
| 09 | England | ~2.5M | 0.88× | |
| 10 | East of England | ~200K | 0.87× | |
| 11 | North East | ~100K | 0.87× | |
| 12 | Yorkshire and the Humber | ~200K | 0.77× | |
| 13 | West Midlands | ~100K | 0.75× |
The strongest cross-interests of the Zero waste audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Landfill | Home & Garden | 4.82× | ||
| 02 | Plastic recycling | Politics & Society | 4.81× | ||
| 03 | Sustainable design | Business & Career | 4.62× | ||
| 04 | Sustainable living | Home & Garden | 4.13× | ||
| 05 | Sustainable products | Politics & Society | 4.01× | ||
| 06 | Organic farming | Food & Beverages | 3.16× | ||
| 07 | Houseplant | Home & Garden | 2.73× | ||
| 08 | Environmentalism | Politics & Society | 2.72× | ||
| 09 | Organic product | Food & Beverages | 2.60× | ||
| 10 | Vegetarian cuisine | Food & Beverages | 2.50× | ||
| 11 | Traitors | Music & Radio | 2.33× | ||
| 12 | Natural resource | Politics & Society | 2.32× | ||
| 13 | Public health | Politics & Society | 2.30× | ||
| 14 | Self care | Health | 1.99× | ||
| 15 | Plastic | Home & Garden | 1.97× | ||
| 16 | Fine art | Business & Career | 1.71× | ||
| 17 | Nonprofit organization | Politics & Society | 1.70× | ||
| 18 | Animal welfare | Politics & Society | 1.66× | ||
| 19 | Agriculture | Business & Career | 1.64× | ||
| 20 | Waitrose | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.85× | |
| Design Affinity | PREMIUM | 1.73× | |
| Pet Ownership | JOY | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.61× | |
| Patriotism | CONSERVATISM | 0.70× | |
| Family Orientation | CONSERVATISM | 0.82× |
Zero waste has an estimated audience of 3,077,899 people in United Kingdom, concentrated in England and Greater London.
70.1% of Zero waste fans are female, 29.9% are male, with an average age of 39.8 years.
Zero waste fans show strongest brand affinity for Sustainable living (4.13×), Landfill (4.82×), and Organic farming (3.16×) over the country average.
Zero waste fans in United Kingdom are most concentrated in England (reach ~2.5M), Greater London (reach ~600K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Zero waste itself, the audience over-indexes on Landfill (4.82×), Organic farming (3.16×), Sustainable products (4.01×), and Traitors (2.33×) 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 Zero waste. 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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