Trending topics in sustainability communication: revealing the gap between theoretical insights and reporting practice

Abstract

This paper aims to identify the trending topics of sustainability communication and to empirically verify them (in terms of the content and extent) in sustainability reports of multinational corporations (MNCs), utilizing the introduced analytical framework. A systematic literature review identified eleven key themes that currently shape the discourse on sustainability communication. An empirical study of 10 multinational companies across five industries was conducted using an analytical framework developed by the authors. This framework assessed the significance of identified themes (measured by exposure) and the comprehensiveness of approaches to each theme (goal–action–measure–progress, GAMP). The findings indicate that some aspects of sustainability communication are inconsistently addressed by these MNCs, and a few aspects are being reported comprehensively. The analysis revealed that climate-related themes and circular economy are communicated most comprehensively across all companies, while engagement with the SDGs, multi-stakeholder partnerships, and sustainable value creation shows the lowest levels of goal-setting, measurement, and time-based progress disclosure. Materiality assessments are the only theme reported consistently across all four GAMP components. When comparing reporting patterns with sustainability paradigms, no MNC demonstrates a holistic approach, and most show a clear inclination toward win–win or instrumental orientations. The study extends existing models of sustainability reporting by providing a replicable analytical framework bridging descriptive and evaluative approaches. Practical and policy implications are outlined for both corporations and regulators aiming to enhance reporting alignment with EU standards such as CSRD and ESRS.