Towards a culture of responsible data: Bill C-59 shows the way
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The implementation of Bill C-59 on June 20 marked a turning point in the communications industry. From now on, all environmental claims must be backed by concrete evidence. This new reality does more than regulate greenwashing: It signals a profound transformation in our relationship with data in communications.
Hitting reset on how we communicate, it’s forcing us to rethink our practices. How can we define a responsible approach to data? What are the criteria for presenting reliable information? How can we organize ourselves to collect the right data before communicating? And what should we do when our measurement systems are not yet fully in place?
All organizations that communicate to the public are now grappling with these questions. While Bill C-59 focuses on the environment today, the requirement for rigour will naturally extend to other areas tomorrow.
The cornerstones of responsible data
Accuracy does not alone make data responsible. It must also be traceable, contextualized and verifiable. This approach requires a change in mindset: Instead of looking for the number that is most convenient, we must opt for the one we can defend.
Methodological traceability is the first cornerstone. Each piece of data provided must be traceable back to its primary source, with clear documentation of the method used. If you claim that your product reduces emissions by 30%, this reduction must be based on a rigorous analysis: Compared to what benchmark? Within what scope? According to what methodology?
Honest contextualization is the second vital element. Responsible data always includes its limitations and scope. Simply stating that “our company is reducing its emissions” without specifying whether this applies only to the head office or to all operations, whether indirect emissions are included or over what period this reduction was measured, no longer meets current standards.
Temporal representativeness avoids selection bias. The data accurately reflects the period it claims to cover, without cherry-picking the best performances to create a misleading impression. This requirement sometimes means waiting until there is sufficient hindsight before communicating.
Finally, verifiability is integral to responsible data. Evidence must be available for review by legitimate third parties. This transparency does not mean full disclosure, but rather a demonstrated ability to back up claims with documented evidence.
Framing data the right way
Responsible presentation of data prioritizes clarity over marketing impact. This approach, which is gradually transforming the codes of corporate communication, hinges on several principles.
The principle of contextual accuracy requires that the scope of application be clearly defined. Don’t make broad claims such as “we are a sustainable company,” but do couch what you say in specifics: “our manufacturing operations reduced their water consumption by 25% between 2022 and 2024 thanks to the recycling systems installed in our three main factories.” This wording avoids generalizations while highlighting the efforts made in a concrete fashion.
Hierarchical information is easier to understand. Present the most significant and well-documented data first, then add additional information. This structure allows audiences to instantly grasp the essential while absorbing the details as needed.
Paradoxically, clearly stating limitations actually enhances credibility. Mentioning that an improvement does not yet cover all sites, or that a methodology is evolving, demonstrates a transparency that is appreciated by consumers, who have become wary of promises that sound too good to be true.
Providing perspective enriches your presentation by situating your data in a broader context. Showing how your performance has changed over time and how it compares to industry standards helps your audience assess the true impact of your efforts.
When it comes to visual aids, keep it simple and accurate. Charts with distorted scales or biased comparisons undermine the spirit of accountability, even if the underlying figures are correct.
Getting data-ready
Acquiring reliable data requires a dedicated organizational infrastructure and rigorous processes. This investment, while significant, is becoming indispensable for navigating the new regulatory environment.
The first step is to set up a structured collection system. This involves identifying all relevant indicators, defining standardized measurement protocols and training the teams in charge. If you are truly committed to carbon reduction, you must implement continuous monitoring of your direct and indirect emissions, with regular readings and periodic reporting following recognized standards.
Auditing and third-party validation represent a strategic investment. Having your analyses certified by recognized bodies, obtaining credible industry certifications or submitting your calculations to independent experts protects you against disputes and strengthens stakeholder trust.
Comprehensive documentation is your insurance against new requirements. Each piece of data communicated must be accompanied by a file detailing its calculation method, primary sources, assumptions and limitations. This documentation, which is not visible to the public, becomes your first line of defense in the event your claims are questioned.
Cross-functional integration accelerates the quality of your data. Combining marketing, sustainable development, legal and operations from the outset prevents any disconnect between the realities on the ground and public messaging. A special committee can review each communication before it is released.
Appropriate technology investment simplifies collection and analysis. From ESG platforms to impact measurement software, these solutions enable automated tracking, reduce the risk of error and make detailed reporting easier.
Don’t yet have a full picture of your data?
The temporary absence of complete data is not an excuse for silence; if this is the case, you simply have to communicate in a more rigorous manner. Several strategies can be employed to maintain an authentic dialogue while complying with the new requirements.
Communicating about processes offers a credible alternative to results that are still incomplete. Rather than delaying your communications, explain the steps you are taking: “We are currently implementing a system to measure our carbon footprint in accordance with the GHG protocol, with an initial assessment planned for March 2026.” This approach demonstrates your commitment without making premature claims.
Adopting a progressive timeline will structure your communications. Announce your objectives and methods, then update regularly on the progress of your measurement systems. This step-by-step approach keeps your audiences engaged while gradually building the robustness of your claims.
The use of industry benchmarks can temporarily fill certain gaps. If you do not yet have your own analysis, you can refer to averages published by credible organizations, ensuring to clarify your situation: “According to industry data from [reference organization], this type of initiative typically generates a reduction of X%. We are finalizing our own measurement to confirm the specific impact of our approach.”
Working with certified partners speeds up the process of obtaining reliable data. Collaborating with certified suppliers, specialized consultants or accredited laboratories allows you to obtain verified data more quickly.
A public commitment to transparency strengthens your credibility even with incomplete data. Publishing a timeline for implementing your systems, committing to sharing your results as soon as they are available and openly acknowledging your current limitations demonstrates a responsible approach that shifts you from a reactive position to one that puts you one step ahead of expectations.
A much-needed transformation
Bill C-59 is a catalyst for a deeper evolution in our relationship with data in communications. To view it as a simple constraint is to widely miss the mark; the new regulation has set off a transformation that will strengthen credibility and promote more authentic relationships with stakeholders.
Organizations that develop a culture of responsible data now are gaining a competitive edge. They are building a solid foundation for their future communications while shielding themselves from legal and reputational risks.
The era of vague communication is nearing its end. Organizations that turn data accuracy into a strategic advantage and transparency into a differentiator will come out ahead. Bill C-59 is simply paving the way for this shift towards more responsible communication.
