Rascasse Audience Intelligence

Sustainable living Audience in United States

A data profile of the people who buy, follow and care about Sustainable living in United States — modelled from more than twelve digital signal sources. Sustainable living has an estimated audience of 12,231,669 people in United States.

#1932among Topic in United States#207in Home & Garden

The average Sustainable living fan in United States is 36.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Simple living, TikTok, Do it yourself (DIY), with strongest over-indexing on Simple living (5.3× the country average).

Demographically, the Sustainable living audience skews more female with an average age of 36.6, 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 50 regions tracked by Rascasse.

The typical Sustainable living fan in United States is more female, around 36.6 years old, with strong Sustainability tendencies and a notable affinity for Simple living.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Sustainable living profile in United States.

Audience size
12.2M
in United States
Gender
62.1%♀
37.9% male
Age
36.6
average years
Country rank
#2914
Topic in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sustainable living fans

62.1% are female, 37.9% are male, average age 36.6.

Fig. 02

Gender split

62.1%
Female
37.9%
Male
Demographic split for Sustainable living audience in United States
MetricValue
Female62.1%
Male37.9%
Average age36.6
Estimated audience size12,231,669
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Sustainable living audience in United States
Age bracketShare%
16-1925%
20-2923%
30-3918%
40-4917%
50+17%
Fig. 04

Worldwide distribution

21.5%

of the worldwide Sustainable living audience comes from United States.

Worldwide audience distribution share by country for Sustainable living
CountryShare
United States21.5%
Germany10.1%
United Kingdom8.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Sustainable living audience in United States is strongest.

Fig. 05

Top regions by affinity

Sustainable living fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~30K1.26×
02New Hampshire~60K1.23×
03Vermont~30K1.23×
04Washington~300K1.15×
05Hawaii~60K1.14×
06South Dakota~30K1.14×
07North Dakota~30K1.12×
08Montana~40K1.08×
09Delaware~40K1.06×
10Oregon~100K1.04×
11Rhode Island~40K1.04×
12Virginia~300K1.03×
13Massachusetts~200K1.02×
14West Virginia~60K1.02×
15Maine~40K1.01×
16Washington, District of Columbia~40K1.01×
17Missouri~200K0.98×
18Idaho~60K0.98×
19Kansas~90K0.97×
20Wisconsin~200K0.96×
21Iowa~100K0.96×
22Nebraska~60K0.96×
23New Mexico~60K0.96×
24Kentucky~100K0.94×
25Mississippi~100K0.94×
26Indiana~200K0.93×
27Minnesota~200K0.92×
28Oklahoma~100K0.92×
29Connecticut~100K0.92×
30Arkansas~90K0.92×
31Colorado~200K0.91×
32Utah~100K0.91×
33California~1M0.90×
34Nevada~100K0.90×
35Michigan~300K0.89×
36Maryland~200K0.89×
37Alabama~200K0.89×
38Louisiana~100K0.89×
39Georgia~300K0.88×
40Tennessee~200K0.88×
41South Carolina~200K0.88×
42New York~600K0.87×
43Ohio~300K0.86×
44Arizona~200K0.86×
45Pennsylvania~300K0.85×
46New Jersey~300K0.85×
47Florida~700K0.84×
48North Carolina~300K0.83×
49Illinois~300K0.82×
50Texas~800K0.74×
Fig. 06

Affinity by region

Affinity by region — Sustainable living, United States
0.74×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sustainable living audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sustainable living audience
#·InterestCategoryAffinity×
01Plastic recyclingPolitics & Society6.81×
02Simple livingPolitics & Society5.30×
03Zero wasteHome & Garden4.46×
04Kendall JennerFashion & Accessoires4.35×
05PandoraFashion & Accessoires4.33×
06Natural foodsFood & Beverages4.26×
07Red wineFood & Beverages3.59×
08Minnesota WildSports3.50×
09Organic farmingFood & Beverages3.07×
10PhilanthropyArts & Culture2.85×
11MoisturizerHome & Garden2.41×
12SustainabilityPolitics & Society2.36×
13Trader Joe'sShopping2.16×
14Contemporary artArts & Culture2.16×
15Vintage clothingFashion & Accessoires2.13×
16InnovationBusiness & Career1.98×
17Local foodFood & Beverages1.93×
18TikTokInternet & Social Media1.89×
19Do it yourself (DIY)Home & Garden1.88×
20SupermanMovies & TV1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sustainable living audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sustainable living audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.52×
Design AffinityPREMIUM1.95×
IndulgenceJOY1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sustainable living audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.80×
TraditionCONSERVATISM0.80×
SpiritualityBALANCE0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sustainable living have in United States?

Sustainable living has an estimated audience of 12,231,669 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Sustainable living fans?

62.1% of Sustainable living fans are female, 37.9% are male, with an average age of 36.6 years.

03

Which brands do Sustainable living fans like most?

Sustainable living fans show strongest brand affinity for Simple living (5.3×), TikTok (1.89×), and Do it yourself (DIY) (1.88×) over the country average.

04

Where do Sustainable living fans live in United States?

Sustainable living fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Sustainable living fans also like?

Beyond Sustainable living itself, the audience over-indexes on TikTok (1.89×), Do it yourself (DIY) (1.88×), Superman (1.54×), and Trader Joe's (2.16×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in United States

See Sustainable living audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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