Issue Cycles in Corporate Sustainability Reporting: A Longitudinal Study

Issue cycles in media reporting and in the coverage of environmental news in particular have been studied since the 1970s. This study seeks to extend existing theory on issue-attention lifecycles from the news-media domain to the corporate domain by exploring how companies operationalize environmental sustainability over time. Using computer-assisted text analysis, this study investigates 744 corporate environmental reports in a 10-year longitudinal design in order to study how the attention that companies pay to a set of 13 environmental issues shifts over this period. The results indicate discernible issue cycles for almost all of the issues studied. Some issues are in a phase of heightened awareness, others in a punctuated equilibrium following specific events, and even others in a phase of decline. The issue cycles identified suggest that companies pursue their environmental strategies consistently, but shift attention to particular issues as a response to high-profile environmental events. Policy-makers therefore need to be aware of the slowness of changes in corporate environmental strategies.