Introduction Walmart, the world’s large retailer, wanted to reassess how it designs, develops, and purchases clothing as it expects the rise of ‘circularity’ and recommerce to become a much more important part of its business thanks to shifts in generational buying habits. 1 To embrace this shift, Walmart needed deep market intelligence to understand key trends in consumer behavior, competitive sentiment and brand perception, and opportunities for growth. The retailer analyzed >1M social posts and news media from the past 2 years to understand shifts in con- sumer sentiment and behavior toward recommerce or reverse commerce - the selling of previously owned, new or used products. specifi cally focusing on circular operations, organic, and recycling – across various business models and

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