Beyond the Numbers: data that connects starts with storytelling

To make an impact, insights need to be understood, remembered, and acted on. That’s the core message behind Canva’s latest report, Beyond the Numbers: How data storytelling redefines communication.

Canva surveyed 2,400 marketing and sales professionals to understand how they feel about seeing, using, and communicating data in the workplace – and what’s standing in their way.

To bring the results to life, the Canva team used Flourish to design clear, engaging visuals throughout the report. Let’s walk through the highlights and how they relate to your work.

1. More data doesn’t always mean better decisions

74% of respondents say their organization’s reliance on data has grown over the past two years, but that doesn’t always lead to better decision-making.

A big reason is that data alone isn’t always helpful. While more people are expected to use charts and visuals in marketing and sales, many still feel anxious when working with data. That’s because most teams are still missing one key element: data storytelling.

So… what is data storytelling?

Data storytelling is the practice of combining data, visuals, and narrative to help people make sense of information. It’s not just about showing numbers – it’s about explaining what those numbers mean, why they matter, and what to do next.

Good data storytelling is designed to be understood by everyone, not just analysts or number people. It’s what helps your data land with those who don’t live in spreadsheets – whether you’re speaking to a client, a cross-functional team, or your CEO.

2. Data storytelling works, and it’s more accessible than ever

Data storytelling isn’t just helpful for the audience – it helps you, too. When you know your data tells a clear story, it’s easier to present it with confidence.

Still, more than half of marketing and sales professionals admit to feeling anxious when working with data. That’s a challenge, especially when you’re the one expected to present it. And while the reasons behind the anxiety might differ, one thing is clear: having the right, accessible tools makes a huge difference when it comes to data confidence.

Tools like Canva and Flourish bridge the gap with easy, code-free ways to create clear, engaging data visualizations. We’ve recently launched two exciting updates designed to make data storytelling faster, simpler, and more intuitive for everyone – check our blog to learn more.

Need an extra starting point? These guides offer practical ways to make your reports, with clear tips and ready-to-use charts designed for real sales and marketing teams:

3. Confidence + competence = better outcomes

This widespread data anxiety isn’t merely workplace discomfort – it actively undermines the very purpose of data initiatives. When professionals avoid or delay data tasks due to data anxiety, organizations lose the clarity, confidence, and decisiveness that data should provide, leading to a lack of productivity.

While most businesses now offer data literacy training, that’s only part of the picture. What really drives change is creating a culture where data is shared visually, talked about openly, and used collaboratively. These habits do more to build confidence than any one-off workshop.

Not sure where to start? Here’s a simple checklist to help you take your first steps into data storytelling:

1. Redesign a monthly report that stakeholders often overlook, using visual storytelling principles.
   
2. Assign brand colors for each data type – primary color for main metrics, secondary for comparisons. Check out our guide on using color in data visualization.
   
3. Add a key takeaway caption under every chart that completes the sentence: “This matters because…” Read more about using text in data visualization on our blog.

Read the full report for more practical tips to help you sharpen your data storytelling. Alternatively, check out our video tutorial on how to get started with Flourish.