Data alone can't solve our problems. In fact, data often creates more problems than they solve. The way we quantify and qualify impact defines our values and what we mean by “good data." In this talk, Keynote speaker Samuel Scarpino describes how the SARS-CoV-2 pandemic highlighted longstanding issues around equity, privacy, and sovereignty, which can't be solved by technology alone. Addressing these challenges can facilitate a healthier, more equitable future for the planet, but requires a user-centered process of co-creation with on-the-ground partners. Only by taking such an equity-first approach can we hope for a future where data are a public good that drives value from nations to neighborhoods.