A data profile of the people who buy, follow and care about Sustainability in Italy — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 9,821,986 people in Italy.
The average Sustainability fan in Italy is 40.1 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Solidarity, Renewable energy, Sustainable energy, with strongest over-indexing on Solidarity (1.86× the country average).
Demographically, the Sustainability audience skews balanced with an average age of 40.1, 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 20 regions tracked by Rascasse.
The typical Sustainability fan in Italy is balanced, around 40.1 years old, with strong Sustainability tendencies and a notable affinity for Solidarity.
The key figures that characterise the Sustainability profile in Italy.
53.9% are female, 46.1% are male, average age 40.1.
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 40.1 |
| Estimated audience size | 9,821,986 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 23% |
of the worldwide Sustainability audience comes from Italy.
| Country | Share |
|---|---|
| United States | 21.4% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Sustainability audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~2.5M | 1.46× | |
| 02 | Abruzzo | ~300K | 1.24× | |
| 03 | Veneto | ~900K | 1.21× | |
| 04 | Tuscany | ~800K | 1.21× | |
| 05 | Emilia-Romagna | ~900K | 1.16× | |
| 06 | Lazio | ~1.5M | 1.13× | |
| 07 | Trentino-Alto Adige/Südtirol | ~200K | 1.12× | |
| 08 | Campania | ~1M | 1.10× | |
| 09 | Piedmont | ~800K | 1.10× | |
| 10 | Puglia | ~700K | 1.05× | |
| 11 | Friuli-Venezia Giulia | ~200K | 1.03× | |
| 12 | Marche | ~200K | 0.95× | |
| 13 | Molise | ~40K | 0.95× | |
| 14 | Aosta Valley | ~20K | 0.95× | |
| 15 | Sicilia | ~800K | 0.92× | |
| 16 | Umbria | ~100K | 0.92× | |
| 17 | Basilicata | ~80K | 0.92× | |
| 18 | Calabria | ~300K | 0.87× | |
| 19 | Sardinia | ~200K | 0.86× | |
| 20 | Liguria | ~200K | 0.81× |
The strongest cross-interests of the Sustainability audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sustainable living | Home & Garden | 2.26× | ||
| 02 | Sustainable fashion | Fashion & Accessoires | 2.23× | ||
| 03 | Solar panel | Home & Garden | 1.98× | ||
| 04 | Efficient energy use | Technology & Electronics | 1.97× | ||
| 05 | Photovoltaics | Home & Garden | 1.89× | ||
| 06 | Solidarity | Politics & Society | 1.86× | ||
| 07 | Environmentalism | Politics & Society | 1.78× | ||
| 08 | Sustainable energy | Home & Garden | 1.77× | ||
| 09 | Renewable energy | Business & Career | 1.75× | ||
| 10 | Recycling | Home & Garden | 1.70× | ||
| 11 | il Post | News | 1.61× | ||
| 12 | Landscape design | Business & Career | 1.59× | ||
| 13 | Sewing machine | Home & Garden | 1.58× | ||
| 14 | Home décor products | Home & Garden | 1.57× | ||
| 15 | Non-governmental organization | Politics & Society | 1.57× | ||
| 16 | Charitable organization | Politics & Society | 1.55× | ||
| 17 | Activism | Politics & Society | 1.54× | ||
| 18 | Organic product | Food & Beverages | 1.54× | ||
| 19 | Fundraising | Business & Career | 1.53× | ||
| 20 | Charity and causes | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.49× | |
| Design Affinity | PREMIUM | 1.37× | |
| Community Orientation | OPEN | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.96× | |
| Patriotism | CONSERVATISM | 1.00× | |
| Price Sensitivity | PREMIUM | 1.02× |
Sustainability has an estimated audience of 9,821,986 people in Italy, concentrated in Lombardy and Lazio.
53.9% of Sustainability fans are female, 46.1% are male, with an average age of 40.1 years.
Sustainability fans show strongest brand affinity for Solidarity (1.86×), Renewable energy (1.75×), and Sustainable energy (1.77×) over the country average.
Sustainability fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~1.5M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Sustainability itself, the audience over-indexes on Renewable energy (1.75×), Sustainable energy (1.77×), Environmentalism (1.78×), and Activism (1.54×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. 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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