Increasing utilization of data, enabled by digitalization, constitutes a major driver toward circular economy but is not without potential paradoxical tensions. A two-round disaggregative Delphi study and analysis of the qualitative material generated in it explored these tensions. They were found to cohere around three themes: consumer concurrence, business transparency, and technology relevance. The first theme is connected with consumers’ behavior and their perceptions as to data’s value, the transparency one involves alignment of business interests and practices with data-driven developments, and the third pertains to the actual environmental impact of digital technologies used to initiate data-driven circular economy. Business decision-making should address both the positive and the negative effects, in both the short and long term. Insight as to these tensions supports discovering how businesses can successfully utilize data in their efforts promoting circular economy within the complex reality of dynamically changing business environments.Supplementary InformationThe online version contains supplementary material available at 10.1007/s13280-023-01865-w.