Climate campaigns are often evaluated through attention and mobilization, but less is known about the well-being language that accompanies them.
Whether campaign periods alter positive affect and hope, and whether happiness aligns with action language, remains unresolved.
Methodology
We analysed 364,118 public Twitter/X posts from Earth Day, Earth Hour, Global Climate Action Day and World Environment Day in 19 occurrence-years, using 30-day pre-event, event and post-event windows.
A versioned weighted lexical model estimated happiness, future-oriented hope, collective capability, distress and action language.
Findings
Event-period happiness prevalence was 9.02 percentage points higher than the pre-event baseline , whereas paired occurrence contrasts showed a 10.75-point decline in action language, indicating a happiness--action divergence.
The happiness estimate remained positive across composition and text-deduplication checks, but was less precise under a 19-cluster wild bootstrap.
Happier source posts had lower odds of an observed matched retweet cascade.