The transformation of an industry towards more sustainable practices implies a complex process of sensemaking from managers and employees. The analysis of the evolution of the tourism industry in Spain, through four of its pioneer companies provides an indication of different sensemaking processes in similar contexts that we recognize as CSR organizational characters. CSR character relates common dispositions towards a certain ethical justification, responsiveness posture and accountability approach towards environmental and social issues. We argue that characterization provides a sense of cohesion necessary to understand why organizations react differently to same sustainability challenges and predict reproducibility of actions in the future.