A systematic analysis of twelve years of circular economy communication

Despite growing academic interest in the circular economy (CE), limited attention has been given to how the CE is communicated and perceived by the public on social media platforms. To address this gap, the present study offers a large-scale analysis of CE-related communication on TW (Twitter, now X) over a 12-year period (2011–2023). This study aims to identify key topic areas, public sentiment and regional differences in CE discourse. Using a dataset of 820,710 tweets containing the hashtag ‘#circulareconomy’ or the keyword ‘circular economy’, we applied social media analysis methods, including frequency analysis, topic modeling and sentiment analysis. Our results reveal dominant themes such as sustainability, waste management, plastic pollution, innovation and circular fashion. Furthermore, we found significant differences in sentiment and topic focus across geographic regions. This study contributes to the literature by uncovering the structure and tone of public discourse around the CE, thus offering a unique perspective on stakeholder engagement, public awareness and the societal relevance of CE principles. The findings provide actionable insights for researchers, policymakers and practitioners seeking to foster more effective communication strategies in support of sustainable development.