This paper focuses on the intersection of Big Data and Sustainable Development Goals (SDGs) and the spectrum of ways and channels through which Big Data as an entirely new ecosystem could impact—contribute to or hamper—human progress as called for and measured by the SDGs. Applications of Big Data to SDGs have the potential to advocate for causes, shape incentives and inform policies This paper argues that Big Data contributions to the SDGs should expand beyond monitoring–Big Data must contribute directly to SDGs, which will require a data-educated citizenry