Disclosure Trends in CSR Reporting MASTER THESIS WITHIN: Business Administration NUMBER OF CREDITS: 30 ECTS PROGRAMME OF STUDY: Civilekonom AUTHOR: Douglas Engman & Ludvig Hagström JÖNKÖPING May 2017 Reporting Practices in the Swedish Real Estate Sector
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Disclosure Trends in CSR Reporting
MASTER THESIS WITHIN: Business Administration
NUMBER OF CREDITS: 30 ECTS
PROGRAMME OF STUDY: Civilekonom
AUTHOR: Douglas Engman & Ludvig Hagström
JÖNKÖPING May 2017
Reporting Practices in the Swedish Real Estate Sector
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Master Thesis in Business Administration
Title: Disclosure Trends in CSR Reporting Authors: Douglas Engman and Ludvig Hagström Tutor: Gunnar Rimmel Date: 2017-05-22
Key terms: Trends, Drivers, CSR, Real Estate, Certifications, Disclosure
Abstract
The increasing interest in how companies affect the societies in which they operate, is generating
pressure to release this kind of information. This interest has led the European Union to produce
a directive that requires member states to implement legislative actions, in order to force companies
to report on sustainability. However, many of the companies affected by the new directive already
report on CSR. Why then, are some companies already reporting on CSR and what kind of driving
factors generate these reports. This study looks in to the trends and driving factors behind CSR
disclosure within the Swedish real estate sector. The real estate sector is considered interesting due
to its large environmental impact, being responsible for roughly 36 % of the Swedish energy
consumption. The trends and drivers are identified through a longitudinal content analysis of the
publicly listed real estate companies, which will be affected by the implementation of the directive.
The analysis is based on the annual reports of the selected companies over a six-year period. The
results of the research show that environmental factors are the most reported on, followed by the
labour practices. Furthermore, the study shows that building certifications are most likely
generating disclosure content. Finally, the findings also show the development of a more
comprehensive disclosure within CSR topics.
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Acknowledgements
The authors would like to thank and express our gratitude towards our tutor, Professor Gunnar
Rimmel, for his input and advice throughout this research process. We would also like to thank
our seminar participants for constructive and relevant feedback.
Lastly our appreciation go to our respective families for their continuous support throughout our
As the influence of corporations grow in the global environment, where corporate actions
now are powerful enough to create crisis’s within economics, the environment, and
societies at large (Horrigan, B., 2010). It only seems natural that groups affected would be
interested stakeholders, pushing for corporate social responsibility. There is also incentives
for the adaption of it, as CSR actions are argued to create billions of dollars in value every
year (Thomas W. Dunfee, 2008).
Although there is an inherent value within CSR, there is a problem of defining what is
encompassed within the term. This is a problem partly due to the vast resources allocated to
invest in CSR activities, which creates the need for a definition, where B. Sheehy (2015)
describes it as an "international private business self-regulation". The CSR domain is by
many scholars considered self-regulatory, but the problem with this definition is the current
legislative actions taken in countries like the UK, Denmark and Norway (Horrigan, B., 2010).
Legislative actions have recently also been taken in Sweden as a result of the European
Directive 2014/95/EU, which is a main contributor to our research with the new
sustainability addition in the Swedish Annual Accounts Act. This new law regulates what
certain corporations must include in their annual reports. Thus, the trend of CSR reporting
seems to be moving towards an increased legislative nature. This also holds true when
looking at the implementation of the Directive 2014/95/EU, that requires a substantial
number of corporations to "disclose relevant environmental and social information" in a non-financial
report.
However, there are other reasons for companies to disclose sustainability information than
from legislative demands. As Mahoney et al. (2013) notes, companies that are considered
"good"; enjoy lower cost of capital, have an easier time attracting employees, as well as being
better at retaining employees. Companies that engage in CSR practices also enjoy greater
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customer loyalty due to a positive image and easier identification with the company from a
customer perspective (Marin et al., 2009).
The associated benefits can create risks in the validity of sustainable reporting, in which
companies might use CSR as a marketing tool (Lyon and Maxwell, 2014). Institutions like
the Organization for Economic Co-operation and Development (2011) has therefore put
together guidelines, targeting larger multinational companies (MNCs), in order to push for
the disclosing of "accurate information". Likewise, we have seen the rise of standards and
certifications utilized by companies to harmonize, such as environmental management
systems (EMS) like ISO14001 and reporting standards like the Global Reporting Initiative
(GRI) and Integrated Reporting (IR). Moreover, companies are becoming keen on
establishing membership in non-profit organizations and networks to improve social
responsibility, like Swedish Green Building Council (SGBC).
1.2 Problem discussion
The real estate sector is a major part of the energy consumption in the world, which
accounted for 40 percent of the total energy consumption in the US in the year of 2015 (U.S.
EIA, 2016). This is in line with the Swedish energy consumption, where buildings accounted
for roughly 36 percent of the total energy consumption in 2015 (Energimyndigheten, 2015)
However, research has shown that it is possible to reduce the amount of energy used by as
much as 25 percent and in some cases even more when building to certain standards (Turner
& Frankel, 2008). This suggest that there is potential to reduce this sectors impact on the
climate. Furthermore, studies suggest that reductions in energy usage could be accomplished
in a reasonably cost effective manner. This could be achieved through better insulation of
buildings, more effective heating/cooling systems as well as reduced energy demand from
appliances and lighting fixtures within buildings. Thus, also reducing greenhouse gas
emissions (Enkvist et al., 2007). This has created an interest in how real estate companies
work with and disclose their sustainability.
As there are legislative movements and substantial benefits from sustainability actions to be
made, many companies have already adapted to the increasing demands and are reporting on
sustainability to prevent further regulation (Gamerschlag et al., 2011). Many Swedish real
estate companies are increasing environmental efforts by certifying their buildings with
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Swedish Green Building Council (SGBC). Research has shown that certified buildings, if
implemented correctly, can reduce energy consumption (Turner & Frankel, 2008).
However, there is concern among some scholars that CSR is not meeting the societal
expectations of sustainable accountability (Bondy et al., 2012; Gray and Milne, 2007). As
Gray and Milne (2007, p. 191-194) states, the optimistic hopes of sustainable reporting has
fallen short and barely had any mark on underlying work. They argue that "especially voluntary
reporting... could do more harm than good".
There is also concern in what direction the voluntary CSR disclosures are moving, as some
studies suggest MNCs mainly practice CSR activities for strategic reasons. Thus, moving
away from the societal perception of CSR, in which a company addresses the impact it has
on various stakeholder and rather strategize CSR as a tool for growth (Bondy et al., 2012).
This generates an interesting enquiry in what and how the reporting of sustainability is
developing, in which we aim to contribute to the research within CSR by investigating the
trends and movements of sustainable reporting. Previous research (as well as content in
corporate sustainability reports) have often focused on environmental disclosures,
consequently leaving the wider term of sustainability, including the reporting on fair
operating practices, human rights, community and society issues untouched (Gamerschlag et
al., 2011; Gray and Milne, 2007, p. 191-194). Thus focusing on identifying different shifts
and trends in the practice of sustainable reporting, as well as driving factors, might
supplement some insights to the existing research.
1.3 Research questions
What are the main trends within CSR disclosure of Swedish listed real estate companies? What are the drivers of CSR disclosure for Swedish listed real estate companies?
How are the main CSR topics presented and described?
1.4 Purpose
The purpose of this research is to investigate trends in the CSR disclosure of Swedish listed
companies focusing on the real estate sector.
1.5 Delimitations
This study examines the disclosure practices of publicly listed real estate firms in the Swedish
market. The study is limited to the firms affected by the new Directive 2014/95/EU.
The purpose with this paper has been to identify what is trending in sustainability reporting
amongst a specific sector; the Swedish real estate sector. Additionally, to identify possible
drivers and explanations to those trends.
The findings of this study in respect to other similar studies outline and confirm the thought
of adapted disclosure, depending on stakeholders (Russo-Spena, T., 2016; Sweeney &
Coughlan 2008). In the real estate sector this translates to the focus on environmental issues
and more specifically the focus on energy. Further, it also appears that this is a topic that is
relatively easy and incentivized to disclose upon. The energy consumption is a measurement
that is already taking place, which means that it does not have to be developed solely for the
sustainability report. In addition, there are several benefits linked to the disclosure of
sustainability actions, among them there are economic such as the lower cost of capital
(Mahoney et al., 2013) and the source of a competitive edge (Jose, A., & Lee, S. M., 2007).
However, there are also reputational and organizational legitimacy reasons for the disclosure,
to portray a positive image of the company (Beck et al, 2010; Deegan, 2002; Nikolaeva &
Bicho, 2011; Rimmel & Jonäll, 2016). This highlights the desire of showing and
communicating good performance to stakeholders. Certifications are therefore found taking
the role of a legitimate third party assured tool that generates disclosure content that can be
communicated to stakeholders. Therefore, this implies that the driving factor for disclosure
is not the one single factor. Instead the entire process is a driver for disclosure, in which the
certified buildings generate positive result indicators on sustainability. The positive data can
then be disclosed to satisfy the needs of stakeholders that in turn generate incentives for
building certifications. This process creates a strong self-sustaining foundation as a driver for
CSR disclosure.
In contrast, categories receiving less attention did not have the same clear cut link between
stakeholder needs, actual content generating systems and the linked benefits associated.
Although there was no inherent driver for these categories, they were still reported on. This
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is mainly associated with the legislative pressure that is being exerted on companies.
Regardless if they stem from actual legal requirements or the proactive measurements taken
to prevent regulation (Gamerschlag et al., 2011; Royle, 2005). The legislative forces contrast
with the specific building certification, driving disclosure in a wider application. As the
legislative actions are targeting large number of companies it must compromise with crude
requirements. Therefore, the real estate companies report on human rights, which might not
be considered directly relevant to its stakeholders. On the other hand, serving as more of an
organisational legitimacy builder.
Some limitations could be addressed regarding our study, where the content analysis was
chosen as our methodology. The main problem of using the content analysis is that it only
describes what is stated and perhaps not always the underlying nature. In addition, since our
coding scheme was developed with a judgement from both ISO 26000 and ÅRL, a biased
assessment could be a risk factor. However, we found that the standard of ISO 26000 and
ÅRL correlated well in respect to the wording, as we compared them. In our filtration process
which took place in the beginning of our research, the annual reports for 2016 had not yet
been published. Hence, the chosen companies could have changed, if filtered from the same
requirements for the years of 2016 and 2015. Though, the possibility seems low due to the
going concern assumption. Meaning that our sample could still be a representative sample
for the following year(s). Looking at the time period of data collection, ranging a six-year
period, it could be argued as a strength in our study. It enabled us to identify trends
overlapping several years. Other strong points to be addressed are that each entity is
operating in Sweden and thus following the same legal framework. Secondly, the local
practices and norms, which affects corporate behaviour and disclosures, is supported by
researching firms in only one country.
For future research, it would be interesting to see the effects of the introduction of the new
law on mandatory sustainability reporting in Sweden. Contrasting disclosure content before
its establishment and content disclosed after, in order to measure its impact. Furthermore,
an interesting aspect could be a qualitative study that investigates the companies reasoning
for prioritizing certain CSR topics over others. Finally, since the purpose with this paper was
only to identify corporate disclosures, there might be a gap between what is stated in the
reports to actual corporate practices. This report is therefore not to be seen as a reflection
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of actual practices, though it might give a glance of how the recent development has been in
the sector.
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