This study examines how the local newspapers, Västerbottens-Kuriren and Folkbladet, portray Volvo Lastvagnar´s sustainability efforts, with focus on social and ecological responsibility. By comparing these portrayals with Volvo´s own sustainability policy, which focuses on social and ecologic responsibility, the analysis aims to identify key themes in the media coverage and see how well they match the company´s stated goals. The study employs thematic analysis to interpret the representations in the local media, revealing three major themes: “Sustainability as Innovation”, “Sustainability as Opportunity” and “Sustainability as Challenge”. The findings indicate that local media frequently portray Volvo as a leader in sustainability innovations, focusing on initiatives like electrification and resource efficiency. At the same time, the reporting also sheds light on social challenges, such as workplace safety issues, raising questions about how well these challenges align with Volvo´s own sustainability policy and its emphasis on social responsibility. The difference suggest that media can both reflect and influence public perceptions of corporate sustainability efforts. Furthermore, the study emphasizes the importance of maintaining discussions about the role of local media in shaping comprehensive views of corporate responsibility.