Rascasse Audience Intelligence

Zero waste Audience in United States

A data profile of the people who buy, follow and care about Zero waste in United States — modelled from more than twelve digital signal sources. Zero waste has an estimated audience of 6,488,594 people in United States.

#3188among Topic in United States#381in Home & Garden

The average Zero waste fan in United States is 35.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Trader Joe's, Self care, Organic farming, with strongest over-indexing on Trader Joe's (2.39× the country average).

Demographically, the Zero waste audience skews more female with an average age of 35.4, 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 50 regions tracked by Rascasse.

The typical Zero waste fan in United States is more female, around 35.4 years old, with strong Sustainability tendencies and a notable affinity for Trader Joe's.

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 Zero waste profile in United States.

Audience size
6.5M
in United States
Gender
68.0%♀
32.0% male
Age
35.4
average years
Country rank
#5362
Topic in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Zero waste fans

68.0% are female, 32.0% are male, average age 35.4.

Fig. 02

Gender split

68.0%
Female
32.0%
Male
Demographic split for Zero waste audience in United States
MetricValue
Female68.0%
Male32.0%
Average age35.4
Estimated audience size6,488,594
Fig. 03

Age distribution

Ø 35.4
average years
Age distribution of the Zero waste audience in United States
Age bracketShare%
16-1928%
20-2924%
30-3917%
40-4916%
50+14%
Fig. 04

Worldwide distribution

17.9%

of the worldwide Zero waste audience comes from United States.

Worldwide audience distribution share by country for Zero waste
CountryShare
United States17.9%
France9.9%
Germany9.1%
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 Zero waste audience in United States is strongest.

Fig. 05

Top regions by affinity

Zero waste fans by region: top regions in United States
#RegionReachAffinity×
01New Hampshire~80K3.28×
02Massachusetts~200K1.73×
03Washington, District of Columbia~30K1.73×
04Oregon~100K1.51×
05South Carolina~100K1.39×
06Hawaii~40K1.39×
07North Carolina~300K1.35×
08Colorado~100K1.31×
09Vermont~10K1.25×
10Maine~30K1.24×
11Washington~200K1.22×
12California~800K1.19×
13Connecticut~70K1.15×
14New York~400K1.07×
15Rhode Island~20K1.06×
16Alaska~10K1.05×
17Virginia~200K1.03×
18Idaho~30K1.03×
19South Dakota~10K0.99×
20North Dakota~10K0.99×
21Montana~20K0.97×
22Iowa~50K0.95×
23West Virginia~30K0.93×
24Delaware~20K0.93×
25Minnesota~80K0.90×
26Wisconsin~90K0.89×
27New Mexico~30K0.89×
28Mississippi~50K0.88×
29Nebraska~30K0.88×
30Maryland~100K0.86×
31Utah~50K0.86×
32Arkansas~50K0.86×
33Kansas~40K0.86×
34Michigan~100K0.84×
35Illinois~200K0.83×
36Arizona~100K0.82×
37Kentucky~70K0.82×
38Oklahoma~60K0.82×
39Tennessee~100K0.81×
40Louisiana~70K0.81×
41Nevada~50K0.81×
42Missouri~80K0.80×
43Alabama~70K0.79×
44Pennsylvania~200K0.78×
45Georgia~200K0.77×
46Indiana~90K0.76×
47Ohio~200K0.75×
48New Jersey~100K0.71×
49Florida~300K0.67×
50Texas~300K0.62×
Fig. 06

Affinity by region

Affinity by region — Zero waste, United States
0.62×1.00×3.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Zero waste audience
#·InterestCategoryAffinity×
01LandfillHome & Garden6.19×
02Sustainable designBusiness & Career6.07×
03Ethical consumerismShopping6.03×
04Sustainable productsPolitics & Society5.44×
05Sustainable fashionFashion & Accessoires4.96×
06Sustainable livingHome & Garden4.46×
07HouseplantHome & Garden3.64×
08ClimatePolitics & Society3.38×
09RecyclingHome & Garden3.30×
10Organic farmingFood & Beverages3.19×
11EnvironmentalismPolitics & Society3.11×
12Free PeopleFashion & Accessoires3.07×
13Organic productFood & Beverages2.97×
14Natural skin careBeauty & Wellness2.95×
15Self careHealth2.68×
16Self-loveHealth2.54×
17Trader Joe'sShopping2.39×
18Old NavyFashion & Accessoires2.16×
19Dollar TreeShopping2.00×
20Whole Foods MarketShopping1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Zero waste 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 Zero waste audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.33×
Design AffinityPREMIUM2.01×
MindfulnessBALANCE1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Zero waste audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.58×
Need for SecurityCONSERVATISM0.68×
Career OrientationPOWER0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Zero waste have in United States?

Zero waste has an estimated audience of 6,488,594 people in United States, concentrated in California and New York.

02

What is the gender split and age of Zero waste fans?

68.0% of Zero waste fans are female, 32.0% are male, with an average age of 35.4 years.

03

Which brands do Zero waste fans like most?

Zero waste fans show strongest brand affinity for Trader Joe's (2.39×), Self care (2.68×), and Organic farming (3.19×) over the country average.

04

Where do Zero waste fans live in United States?

Zero waste fans in United States are most concentrated in California (reach ~800K), New York (reach ~400K), and Texas (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Zero waste fans also like?

Beyond Zero waste itself, the audience over-indexes on Self care (2.68×), Organic farming (3.19×), Old Navy (2.16×), and Climate (3.38×) 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 Zero waste audiences in other countries

How to read this data

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

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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