Sustainability as a Message on Social Media: A Case Study of the World Economic Forum’s Twitter (Now X) Account

Sustainability and social media are two current topics, the combination of which can be a compelling means of change for a better, sustainable future. This paper analyses the Twitter profile of the World Economic Forum, a global leader in promoting sustainability, over five years, from 2016 to 2020. The main focus of this work is to analyse the content and nature of the World Economic Forum's contributions (tweets) focusing on topics of Sustainable Development Goals. The results are presented in three categories – geographical focus, thematic focus, and most popular content. The results can indicate the trend, what topics and geographical locations related to sustainability are emphasised online, how the audience perceives it, and how to popularise sustainability among the public.