The International Integrated Reporting Council: A call to action

• aims to encourage longer term thinking.• may achieve broader thinking about value creation and the business model.•Calls for accounting academics to input into the IIRC's consultation processes.•Role for accounting academics in developing new accountings.•Identifies areas for further research. This paper sets out the case for integrated reporting and its potential to change the thinking of corporate actors leading to the further integration of sustainability actions and impacts into corporate strategic planning and decision making. It calls for academics to engage with the process and to contribute to the development of new forms of accountings to help ensure this potential is reached. It suggests areas of further research to facilitate this. The paper was written in response to John Flower's paper titled “The International Integrated Reporting Council: A story of failure.”