Internal and External Aspects of Sustainability Communication: An investigation of CSR reporting and media coverage in different industries 2020-21

Abstract

This paper presents two exploratory studies that examine sustainability issues in companies' (self) reporting in Europe and the U. S., and the sustainability media reporting on different industries in Germany. Study 1 uses a quantitative analysis of financial and non-financial documents of companies listed in German Stock Index DAX and Dow Jones Industrial Index to examine the extent of representation of UN's 12 Sustainable Goals in their reporting. Study 2 also uses quantitative content analysis of daily newspapers, magazines, and trade journals in German speaking countries to determine how and to what extent does the media report on the topic of sustainability in the financial, media and sports industries. The results of the first study show differences among DAX and DJ listed companies in regard of their SDG representation: German companies have a higher general reference to SDGs than American corporations that focus much more on their own industries. Study 2 two found distinct reporting on sustainability issues across three different industries: The least coverage on SDG issues during the analysed period could be found within the sports industry; the most intensive and positive media reporting was observed in the finance industry; in the media industry there was the highest coverage on peace and justice issues.