Data Literacy is the Lifeline Corporate Communicators Need in 2025

I am not sure how many of you remember – in 2008, Starbucks was going through a rough patch. Sales had declined and they suffered from a fractured brand identity.  Howard Schultz, former CEO of Starbucks at that time, looked for answers at the most unlikely of places – data.

He began leveraging data analytics to understand customer preferences, optimise store locations, and personalise marketing campaigns. Here is a sample of how things changed thereafter.

Before Data-Driven Strategies (Pre-2008):

• Declining same-store sales by 3% in 2007.
• Over-expansion without data-backed site selection.
• Limited understanding of customer purchase behavior.

After Embracing Data (2008 Onwards):

• A 7% increase in global comparable store sales by 2011.
• The Starbucks Rewards program, driven by customer data, grew to over 19 million members by 2020.
• Personalised marketing campaigns contributed to a 150% increase in digital sales channels.

Schultz’s ability to integrate data insights into Starbucks’ brand narrative not only revitalised the company’s financial performance but also redefined customer engagement.

Data is the new North Star for 2025

This transformation underscores a critical lesson for communicators: data isn’t just numbers; it’s the backbone of persuasive storytelling. And storytelling is one of the key skills of a corporate communicator. So, how come many communicators are still running empty on this skill?

Gone are the days when eloquence and creativity were celebrated as the golden standards of communications. As we step into 2025, there’s an invisible skill gap that will silently stymie the growth of even the most seasoned communicators—data literacy. The ability to interpret, analyse, and narrate stories through data is no longer a niche requirement; it’s the currency of credibility in boardrooms, media briefings, and stakeholder engagements.

Imagine trying to navigate a ship through uncharted waters without a compass. That’s what corporate communications looks like without data literacy. In an era where decisions are driven by metrics, insights, and predictive analytics, the communicator who lacks data fluency risks being sidelined. According to Gartner, by 2025, data literacy will be the most in-demand skill across industries, transcending traditional roles.

Data literacy empowers communicators to:

• Craft Insight-Driven Narratives: Transform raw data into compelling stories that resonate with diverse audiences.
• Enhance Strategic Influence: Provide evidence-backed recommendations, gaining trust in strategic discussions.
• Measure and Optimise Impact: Analyse campaign performance beyond vanity metrics, leading to continuous improvement.

Bridging the Data Literacy Gap

Simple actionable steps can assist communicators to bridge the data literacy gap.

Begin with an assessment of your current knowledge and accordingly invest in learning. Start small by analysing internal communication metrics. You can also create dashboards to track engagement, reach, and conversion metrics. Finally, practice transforming data sets into narratives.

Many communicators feel intimidated by numbers, stemming from a fear of math or statistics. Balancing learning with professional responsibilities can be daunting.

Think of this journey as climbing a mountain. The ascent is steep, the air gets thinner, and doubts creep in. But with each step—each new skill acquired, each data set demystified—the view becomes clearer, offering a panoramic perspective that was once unimaginable.

In 2025, the question isn’t whether you can afford to invest in data literacy. The question is: Can you afford not to?

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Sarita Bahl

Sarita Bahl is an alumnus of Tata Institute of Social Sciences and the Swedish Institute of Management Program. An experienced and versatile leader, she comes with nearly four decades of professional experience. She has over the years successfully overseen the communications and public affairs function and led the corporate social responsibility strategy for Bayer South Asia, Pfizer, and Monsanto, among others. Sarita has held multiple roles across diverse industries, the public sector, trade associations, MNCs, and the not-for-profit sector. Her areas of interest include advocacy, stakeholder engagement, sustainability, and communications.

As an Associate Certified Coach (ACC) from the International Coaching Federation (ICF) and Senior Practitioner (Mentoring) from the European Council of Mentoring and Coaching (EMCC), Sarita specializes in career transition, inner engineering and life issues. Sarita enjoys writing and is passionate about animals, books, and movies.