The “Signaling Theory” is a theoretical framework that investigates the content reported in sustainability reports, considering that through signaling, companies can influence stakeholders’ perceptions, create a competitive advantage and positively impact their corporate image. Signals can be classified into three types: camouflage, intent and necessity. By analyzing their sustainability reports, this study presents a step-by-step approach to classifying sustainability practices reported by companies according to the aforementioned types of signals. We propose a step-by-step approach based on a thematic and qualitative analysis that encourages replication by the research community. Details in the study will validate the proposed method and consider the lessons learned.