Social responsibility in business is a paradigm and / or review of long-term and sustainable development. Although the origin of the paradigm ecology (natural resources), the idea has spread to all the components of modern life, including the economy and management. The introduction of awareness of the social, economic and environmental conditionalities, the emphasis is on the personal and organizational responsibility for the preservation of the same. In the last twenty years, social responsibility promotes itself as sort of the cultural movement, but basically it is a change of perception and the perception of established practice. In this paper the analysis of business non-financial reporting company Konzum dd It is recognized that meet the form, or the lack of transparency, the timely publication of the report. It is also questionable approach Sustainability Report Group, if it is known that each company has a legal personality to the public to communicate about their approach to CSR. However, the Sustainability Report can be an example to others that with a high complexity can still be meaningfully present the important facts. Therefore, there is no obstacle to this practice extended to all segments: real sector, public and non-profit sector.