Introduction - Sustainability reporting is becoming more and more important for businesses all around the world. Extant empirical literature investigating the relationship between family status and sustainability reporting provides inconclusive results. No previous studies investigated this association in the Swedish setting. Purpose - The purpose of this study is to investigate how family control and influence affects sustainability reporting behavior of Swedish listed firms. Theoretical framework – Sustainability disclosures are considered as effective means for companies to communicate with their stakeholders. Family firms are more concerned about their internal and external stakeholders in order to protect family’s socioemotional endowments. Methodology design – We use panel data on Swedish listed firms over the period of 2008-2015. We analyze data with random-effects ordered probit regression for panel data. Empirical findings - When we treat all family firms as homogenous, there are no statistically significant differences in the levels of reports of family and non-family firms. However, when we take into account internal contexts of family firms, we find that a family member(s) in top management or a family CEO make family firms more transparent about their sustainability performance. Conclusion – We document that presence of a family top manager(s) or of a family CEO is associated with higher level of details of sustainability reports. Family top managers are more likely to be concerned about internal and external stakeholders to preserve the family’s SEW.