Why Data is the Backbone of a Sustainability Strategy.

Every organisation today needs a sustainability strategy.
It’s no longer a ‘nice to have’—it’s a business imperative. Customers expect it, regulators demand it, and investors assess it. Yet, for all the ambition and intent in sustainability strategies, too many remain built on fragile foundations.

The foundation I’m talking about is data.

A sustainability strategy without robust data is like a net-zero plan without a baseline – it may sound good, but it lacks substance. Data is what translates good intentions into credible action. It turns “we think” into “we know,” and “we’ll try” into “we’re achieving.”

The difference between spend-based and activity-based data

Most organisations begin their carbon accounting journey using spend-based data. It’s a logical starting point: you look at what’s been spent and apply average carbon factors. The result is an estimate of emissions linked to financial transactions.

The problem is that spend-based data is inherently broad. It relies on sector averages and assumptions that often have little to do with how an organisation actually operates. Two companies could spend the same amount with completely different suppliers or materials, yet their real-world emissions could vary dramatically.

That’s where activity-based data changes the game.

Activity-based data looks at what is actually being done – the litres of fuel used, kilometres travelled, kilograms of material purchased, or hours of energy consumed. It measures the activity itself, not the spend behind it. This level of detail doesn’t just improve accuracy; it gives organisations visibility, control, and the ability to make genuine, measurable reductions.

From estimation to action

When sustainability data becomes activity-based, it becomes actionable.

It allows teams to identify specific hotspots, make targeted interventions, and quantify the impact of every change. It turns a once-a-year reporting exercise into a continuous improvement process. It also builds trust, internally and externally, because the numbers can be explained, traced, and verified.

For partners and suppliers, high-quality data creates collaboration rather than confusion. Instead of being told to “reduce emissions,” they can see precisely where and how to do so. For leadership teams, it provides the confidence to set and stand behind their sustainability claims. And for investors, it signals a maturity and readiness that will define the next generation of resilient businesses.

Why it matters now

As regulation tightens and scrutiny increases, the organisations that thrive will be those who can evidence their progress with confidence. The transition from spend-based estimates to activity-based insight isn’t just an upgrade, it’s a shift in credibility.

That’s why, at Notch, we’ve focused on building a platform that enables this transition seamlessly. It’s designed to make activity-based carbon data accessible, automated, and actionable, so that every organisation, regardless of size or sector, can base its sustainability strategy on reality, not assumptions.

Because ultimately, sustainability isn’t just about having a plan. It’s about having the data to make that plan work.

James Napier is the Founder and CEO of Notch, helping businesses accelerate their journey to Net Zero through insight, innovation, and impact.