For this article, we conducted interviews with two executives who hold key roles in the preparation of J&J's sustainability reports: Brian Boyd, worldwide vice- president for Environmental, Health and Safety, and Elizabeth (Tish) Lascelle, then senior director, Environ- mental, Health and Safety Strategy and Assurance. We also analyzed the company's SRs from inception using robust content analysis techniques. Overall, our findings show how sustainability reporting has evolved at Johnson & Johnson to become fully integrated with its culture and mission.