Sustainability reports as simulacra? : a counter-account of A and A+ GRI reports

Abstract

Purpose – The purpose of this paper is to examine the extent to which sustainability reporting
 can be viewed as a simulacrum used to camouflage real sustainable-development problems and
 project an idealized view of the firms’ situations.
 Design/methodology/approach – The method was based on the content analysis and counter
 accounting of 23 sustainability reports from firms in the energy and mining sectors which had
 received application levels of A or A+ from the Global Reporting Initiative (GRI). The
 information disclosed in some 2,700 pages of reports was structured around 92 GRI indicators
 and compared with 116 significant news events that clearly addressed the responsibility of these
 firms in sustainable development problems. Moreover, the 1,258 pictures included in
 sustainability reports were categorized into recurring themes from an inductive perspective.
 Findings – A total of 90 per cent of the significant negative events were not reported, contrary to
 the principles of balance, completeness and transparency of GRI reports. Moreover, the pictures
 included in these reports showcase various simulacra clearly disconnected with the impact of
 business activities.
 Originality/value – The paper shows the relevance of the counter accounting approach in
 assessing the quality of sustainability reports and question the reliability of the GRI’s A or A+
 application levels. It contributes to debates concerning the transparency of sustainability reports
 in light of Debord’s and Baudrillard’s critical perspective. The paper reveals the underexplored
 role of images in the emergence of several types of simulacra.