Negotiating the good and bad in CSR reports Sustainability in the railway sector

The paper investigates how companies in the transport industry communicate their sustainability policies and practices in corporate social responsibility (CSR) reports. Through a combination of quantitative and qualitative approaches, the reports of British and American railway companies will be examined to identify the range of concessive markers used and their role in the generic structure of the report. Concessive constructions balance positive and negative aspects in presenting the general strategies of the company, reporting its sustainability performance and assessing its performance. By apparently opening up to alternative, conflicting or even negative aspects, concessives pre-empt or offset criticism, thereby legitimizing corporate activities and creating an image of transparency and trustworthiness, key elements for the reputation and success of a company.