Abstract

This study analyzes corporate social reporting in Mexico as it has evolved in recent years, expanding and updating a previous study. Two sets of Mexican companies were identified, each of whom had expressed a commitment to corporate social responsibility (CSR) through social responsibility reports and practices on their websites. One set (" first generation") were identified as early adopters of CSR reporting in Mexico by a previous study published in 2006. The second set ("second generation") has adopted CSR reporting practices since the data collection for the first study was finished. Through content analysis of the websites of both these "first generation" and "second generation" companies, general CSR reporting practices in Mexico were assessed. "First generation" companies were found to more frequently issue CSR reports and have them available in more languages than "second generation" companies. "First generation" companies also refer to stakeholders, citizenship, human rights, and code of conduct more often than "second generation" companies. The results suggest that "first generation" companies in recent years have reduced the use of local norms that focus on Mexican values, philanthropy, and a Spanishspeaking audience, and are moving more toward global norms of abiding by international standards that emphasize concrete reporting norms, along with social and environmental goals. At the same time, "second generation" companies are evolving their reporting norms in a way similar to what was observed in "first generation" companies, emphasizing local norms in their initial CSR reporting