Spotlight on LED Alumni: Joe Lyons-Rising, BA Economics (2002)
Joe Lyons-Rising graduated from Laurier just over 20 years ago, and after a couple of decades working in consumer packaged goods (CPG) and food services category management, including stints at Nielsen IQ and Sofina Foods, and volunteering at the Seasons Centre for Grieving Children, he’s come to the viewpoint that data are fundamentally about people. As Founder and self-described Chief Empathy Officer of Data Gives Back, a company that does corporate training around analytics and “fact-based storytelling”, he works to ensure data aren’t just inputs into abstract models, but are used to help deliver change that benefits people. Most recently he’s authored a book Pain Remixed: Navigating Life with Trauma, Grief, Depression, and Anxiety.
What are you working on currently, and what do you find most exciting about it?
Right now, I’m focused on two key areas. First, I’m running large group training sessions on Fact-Based Storytelling for CPG vendors and retailers across Canada. These sessions help teams turn data into compelling insights that drive strategic decisions—something I’m passionate about.
Second, I launched my new Pain Remixed Mental Health Workshops for companies in January. These workshops focus on building resilience and fostering honest conversations around trauma, grief, depression, and anxiety, drawing from my personal experiences. I’m thrilled to see organizations prioritizing mental health in the workplace, and I’m excited to be part of the shift.
What is one thing you remember best from Laurier?
In my first year (1999), I had the incredible opportunity to present a fourth-year WLU BBA student with my father’s Stephen E. Lyons Memorial Award. It was a deeply meaningful moment that connected my personal story to Laurier's community.
What advice would you have for students starting out in Economics?
Embrace curiosity! Economics is so much more than numbers—it’s about understanding consumer decision-making, behaviours, and the world around us. Build your technical skills but stay open to learning from real-world situations. Exciting areas like market research, predictive analytics, behavioural economics, AI, and data science are transforming how we solve problems. These fields combine data with human insights and are becoming essential for driving innovation and shaping the future
Was there anything you learned that you didn’t expect to be useful later on but that was?
Honestly, it was public speaking. At the time, I dreaded presentations, but I’ve come to realize how critical storytelling and communication are in every career. Business Communications was a very important course for me. It’s something I’ve actively worked on over the years and now teach others to do with confidence
Is there some industry or job area where you think there are underappreciated opportunities?
Data analytics and category management, particularly within retail and consumer packaged goods, are areas I think have untapped potential. The ability to transform data into actionable insights is a skillset more companies are recognizing as essential. This applies to Insights/Analytics teams, Marketing and Sales.
How has your time at Laurier influenced your personal and professional journey, particularly your work in mental health?
Mental health is a topic close to my heart. For me, it’s about normalizing conversations around trauma, grief, and resilience. I first had the idea to write my book, Pain Remixed: Navigating Life with Trauma, Grief, Depression, and Anxiety, while I was at Laurier. That was also when I discovered DJing as an immensely therapeutic outlet—a passion I’ve now been pursuing for 25 years alongside my corporate career.
Both music and writing became powerful forces that helped me further process and heal from the tragic deaths of my parents to suicide when I was a child in the 1980s. My tagline, "You can't rewrite your past, but you can remix your future," reflects my belief that even in the face of deep pain, we have the power to transform our lives. If sharing my story helps just one person feel less alone or seek support, it makes everything I do worthwhile.
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