Politicization and depoliticization are expressed in many different social areas and especially concerning sustainable consumption. Many claim that a shift in responsibility has arisen in political matters where more and more responsibility has been placed on individuals and companies. This essay examines whether this is expressed in the media arena regarding the responsibility for sustainable consumption from a gender perspective. This is done by examining how sustainable consumption is presented in three newspapers between 2015 and 2020. The purpose is to examine the extent to which sustainable consumption has been raised on the media agenda, which actor is assigned responsibility and whether there are any differences in the perception of responsibility between men and women. The empirical work in this essay consists of 38 articles from Aftonbladet, Dagens Nyheter and Svenska Dagbladet. The method used in the analysis is a combination of a quantitative and qualitative approach. The results show that sustainable consumption has been given a relatively small amount of space on the media agenda between 2015 and 2020. The actor described as mainly responsible for sustainable consumption during the period under review is the policy. There is an even distribution behind the writing of the published articles between men and women and relatively small differences in the perception of responsibility. The conclusion shows that there are tendencies towards a politicization from both men and women in the media area in the reporting on sustainable consumption.