Truth, novelty, and data visualization today

We see them everywhere in the news and on social media: charts, graphs, and other data visualizations calling out bold facts and figures. Across industries, organizations turn to data viz to reinforce messages—but some data visualizations are more effective than others. What makes a successful data visualization, and how should audiences read them in a digital environment rife with misinformation? Mary Reddy, LEFF’s senior adviser on data visualization, shares her expert perspective on the current state of data viz.

What should good data visualizations do?

Mary Reddy: In communications and marketing, data visualization uses facts to ground any assertions an organization may be making—it lends gravitas. In research and analysis, data becomes fodder for organizations to tell certain stories.

Data visualizations should be used to add meaning, not just for the prettification of a page. When I see a whole row of icons and factoids across a page, my eyes just kind of glaze over: with that many, they lose meaning, they aren’t novel anymore, and they don’t draw the eye.

Where can data visualizations go awry?

Mary Reddy: As I see it, there are three ways that things can go badly. One is failing to set context. For example, if you’re reporting on ESG [environmental, social, and governance] and you say you’ve increased the role of women in leadership by 50 percent since last year, but you fail to note that that meant you added one more woman. So you now have two women out of 60 or 70 leadership roles.

Another failing is trying to say too much in a single display. If you have an exhibit that contains too many charts, data points, or words, you’re going to lose the audience. They won’t spend time trying to figure out which things are the most important.

Finally, the surrounding text has to work with charts and visuals. People consume information in different ways, and you want to hit all the notes so that your audience gets it without a struggle.

What should organizations consider when developing digital data visualizations over ones in print?

Mary Reddy: The digital environment has produced an audience that wants something delivered instantly—and if it doesn’t come fast enough, they’re going to move on. When creating in a digital space, you’ve got to think of how to make it more novel.

I like reinventions that retain the integrity of a chart—you’re not breaking any rules, but you do something to make it a little more appealing and distinct from everything else somebody will have seen on their feed. Use headlines that make people think, “I’m curious. What does this mean?” It’s a way to delight the audience, get their attention, and increase their desire to come back and find more.

Why might data visualization be better than video or other formats in terms of communicating quick takeaways?

Mary Reddy: In data visualization, there’s a clear, simple message. It requires less of a time investment from your viewer; if you just put the chart and the takeaway in front of them visually, they can get it right away.

A more nuanced data display should also have a simple high-level takeaway, but there may be details and nuances that the reader is invited to explore at their own pace. In a video, unless somebody’s scanning ahead, you’re locked into the time the producer has taken to convey the message.

What trends are you seeing in the development of data viz?

Technology is allowing us to visualize data in exciting new ways. For example, by using well-crafted AI prompts, a person with no knowledge of coding can build a model to visualize predictive scenarios for environmental change using real-time data. Translating massive spreadsheets of data into maps or charts distills the findings into a broadly accessible format. Such clear illustrations of trends are invaluable for taking action to mitigate climate risks.

What organizations are making strides in elevating data visualization? Who does this particularly well?

McKinsey has a long history of intellectual rigor in their charting, coupled with really good design. Their charts consistently hit the right notes.

Bain & Company has elevated their design and data visualizations, including creating visuals for LinkedIn. They keep refreshing to align with visual trends on social media while standing out from the crowd.

The Economist’s Graphic Detail is also good, solid storytelling without too many bells or whistles. It tells an entire story in a little snippet of data around countries, revenue, climate change—you name it.

What can you say about the role of data in ESG reporting? Where can it make the greatest impact, and when should people be cautious about how they use it?

Mary Reddy: With new regulations, companies are required to submit a lot of ESG data. Data tables can do some of the work, but the Corporate Sustainability Reporting Directive (CSRD) also mandates some narrative disclosures to explain the relationships between sustainability and information about finance and risk, which is a new requirement. Good data visualizations are important here. They can really bridge the gap between raw numbers and the story companies want to tell, and they can help companies to make their sustainability messaging stand out in a world awash in data.

Everybody already knows about greenwashing, but greenhushing has also become a noticeable trend. If an organization is reporting its progress, it’s important to not only acknowledge sustainability as business value but also do it in a way that respects the intelligence of the audience.  People can sense when a message is more about marketing than reporting.

I’m glad you mentioned that, because audiences need to parse a lot of messages in 2024. During an election year, what should audiences look for in terms of data visualizations—and what questions should we ask ourselves to make sure that we’re practicing good information literacy?

Mary Reddy: I look for—and want to hear more about—context. When we see data visualizations based on polls, are those polls focused only on a certain geographic area or age group? If you’re polling a certain age group, are you doing it online or by telephone? Is that age group more likely to respond to one polling method over the other?

If you’re looking at a particular data visualization, ask yourself if it’s providing that context. Has it followed the basic rules of chart integrity? Do you see distortions in the chart? Do you feel that there may be some cherry-picking of data going on? Look for statements that describe the methodology. Considering the source is another way to detect a bias in the data reporting. We need to better educate ourselves so it becomes instinctive for us to look critically at any data that’s presented to us.

Privacy Policy:

1. Introduction
LEFF is committed to protecting your personal data. This Privacy Policy explains how we collect, use, and share your information when you interact with our website, services, and communication channels.

2. Information We Collect
We collect personal data that you provide to us, such as:
// Contact Details: Name, email address, phone number
// Business Information: Company name, job title, industry
// Message Content: Information included in messages you send us

3. How We Use Your Information
We process your data for the following purposes:
// To respond to inquiries and provide requested services
// To improve our services based on user feedback
// With consent, to send marketing communications related to our products, services, and industry insights

4. Legal Basis for Processing
We process your data based on:
// Consent: Where you’ve opted into marketing communications
// Legitimate Interest: When processing is necessary to respond to inquiries or improve services

5. Data Sharing
We do not share your personal data with third parties unless required by law or necessary to fulfill your request.

6. Data Retention
Your data will be stored securely and retained only as long as needed to fulfill your request or comply with legal obligations.

7. Your Rights
You have the right to:
// Access your personal data
// Rectify inaccuracies
// Request deletion of your data (under certain conditions)
// Withdraw consent for marketing at any time

8. Data Security
We implement appropriate technical and organizational measures to safeguard your data.

9. Changes to This Policy
We may update this Privacy Policy from time to time. Any changes will be posted on this page.

Contact Us
If you have questions or requests regarding your data, please contact us at wordpress@leffcommunications.com.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

VP, sustainability group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

VP, marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

VP, client strategy and operations

Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.