The Importance of Digital Inclusion: Lessons from Working with Age UK

Age UK Digital Inclusion Program 2023

In a world where AI can write essays, fridges can order groceries, and QR codes are replacing waiters, we must ask: who is being left behind?

During my time working as a Digital Inclusion Community Officer with Age UK in Milton Keynes, I saw first-hand how the digital revolution isn’t just accelerating—it’s widening the gap between generations. Technology has become so deeply embedded in daily life that it’s no longer a convenience. It’s a requirement.

And yet, millions of older adults across the UK—and beyond—are struggling to keep up.

This post is about what I learned from working with those individuals. It’s about empathy, accessibility, and why marketers and digital professionals have a responsibility to bring everyone along for the ride.

The Digital World Moves Fast—Too Fast for Some

We don’t really notice how quickly the world is changing until we take a step back.

Ordering food at a restaurant? Use the QR code. Paying for petrol? Card only, sometimes via an app. Crossing a toll bridge? Better hope you’ve registered online. Even booking a GP appointment has become a digital-first task.

For many people, these are simple interactions. But for someone in their 70s, 80s, or even 90s, they can be barriers to participation in everyday life.

What struck me most while working with Age UK was not just the lack of technical knowledge among many older adults—it was the fear.

Fear, Not Ignorance, Is the Real Barrier

One of the most common phrases I heard while running group sessions or one-to-one visits was:

“I’m scared I’ll break something.”

There’s a belief among older people that making a mistake online could lead to something catastrophic—being hacked, losing their savings, clicking the wrong thing and somehow “ruining” their device.

And let’s be honest: they’re not completely wrong to be cautious.

We’ve all received scam texts. We’ve all clicked on a suspicious link or been phished by a fraudulent email. The difference is, most of us grew up with this digital literacy embedded into our daily routines. We can recognise fake from real, scroll past junk, and Google anything we don’t understand.

But many older adults never had that foundation, and now they’re expected to “just get it.”

Real People, Real Challenges

During my time with Age UK, I met so many individuals whose goals with technology were not extravagant—they were deeply human.

There was one woman, well into her 80s, whose only wish was to learn how to use FaceTime so she could see her son in Singapore. That was it. She didn’t care about online banking or social media—just the ability to see his face, hear his voice, and feel a little less far away. When we finally got the video call working and he answered, the joy and emotion on her face said everything. These moments remind you that technology, when accessible, can restore something we all need: connection.

Another man I worked with had a lifelong dream of writing a book. He didn’t want help with formatting or publishing—he simply wanted to learn how to type, save, and edit his chapters. Every week, he chipped away at it, and over time, his confidence grew along with his word count.

And then there was the gentleman whose wife had been diagnosed with a terminal illness. He didn’t want sympathy—he wanted tools. He asked me to help him learn how to search online so he could understand her diagnosis, compare treatments, and find the best doctors in his area. For him, Google wasn’t just a search engine—it was a lifeline.

These aren’t rare stories. They’re being quietly lived out in thousands of homes across the UK by people who are determined to stay connected, informed, and independent—but are lacking the support to do so.

I've also worked with people who didn’t know how to refill a prescription through an app, couldn’t tell if a text message was a scam, or had utilities shut off simply because their bills were moved from post to inbox without warning or instruction.

These situations are not failures of the individuals. They are failures of the systems that assumed everyone would keep up.

Because digital skills aren’t just practical—they’re personal, emotional, and often essential. When we deny access, we deny agency. And when we open those doors, we don't just teach someone how to swipe or click—we give them back a part of their world.

The Role of Marketers and Digital Creators in Inclusion

You might be wondering: What does this have to do with marketing?

The answer is: everything.

As digital marketers, strategists, designers, and content creators, we shape the way people access information. We decide whether a CTA is accessible. We choose the platforms that campaigns live on. We decide whether our content assumes too much, or makes room for someone who’s new to the space.

Here’s the reality:

• Many websites are not designed with accessibility in mind.

• Many brands assume digital literacy in their tone of voice and user journeys.

• Many marketers target only the “digitally native” population, forgetting that older adults have spending power, time, and interest—if only the door were open to them.

What Digital Inclusion Should Actually Mean

Digital inclusion is more than just giving someone a device or running a short course. It’s about:

• Accessible design: larger font sizes, clear language, good colour contrast, and simplified navigation.

• Ongoing support: not one-off workshops, but community hubs, drop-ins, helplines, and peer mentoring.

• Empathetic marketing: messaging that empowers, rather than intimidates; that includes older voices rather than speaking around them.

• Policy and advocacy: urging governments and tech platforms to build in accessibility from the ground up.

  
  

Inclusion is not a checkbox. It’s a culture.

And Then Came AI…

The rise of AI, while exciting, only adds another layer of complexity for older users.

I’ve had people ask:

• “What is ChatGPT, and why does my grandson use it for homework?”

• “Is Alexa listening to everything I say?”

• “What’s a deepfake, and how do I know what’s real anymore?”

  
  

These are valid concerns, and yet there are very few resources that explain emerging technologies in a clear, respectful, age-inclusive way. We’re racing forward without laying down a digital foundation for millions of people. And it’s not fair.

It’s time we stop treating older generations as “too late” to reach and instead start meeting them where they are.

Why This Matters Beyond Ethics

Yes, digital inclusion is the right thing to do—but it’s also the smart thing to do.

Older adults in the UK alone represent:

• A massive segment of the population (1 in 5 are over 65)

• Significant economic spending power

• Untapped potential for engagement with online services, e-commerce, health tech, and community platforms

  
  

They are not “non-users.” They are potential users—and if we want to serve them, we have to earn their trust.

What I Learned at Age UK (and Why It Stuck)

My time with Age UK didn’t just teach me to be patient with tech—it taught me to be intentional with communication.

It taught me how much confidence can be built with a single empowering interaction.

It taught me that community isn’t just built in person anymore—it’s digital too. And if we don’t make that bridge easy to cross, we risk leaving some of the most valuable members of society behind.

What Comes Next?

As a digital marketer, I’m taking these lessons forward into every project I touch.

Here are three ways I believe we can all do better:

1. Design with empathy, not just efficiency. Always ask: could someone brand new to the internet understand this?

2. Challenge assumptions about your audience. Just because older adults didn’t grow up online doesn’t mean they can’t thrive there.

3. Champion lifelong learning. Whether it’s a community tech hub, a library drop-in, or better YouTube tutorials—let’s keep creating and promoting pathways for digital literacy.

   
   
   
   

Final Thoughts: Inclusion Is Innovation

Inclusion is often talked about in terms of race, gender, ability—and rightly so. But age inclusion in digital spaces is just as critical, and often overlooked.

Working with Age UK reminded me that technology is only powerful when it’s shared, understood, and accessible to all.

So as marketers, designers, and communicators, let’s ask better questions. Let’s build smarter bridges. Let’s not just lead the digital revolution—but make sure no one gets left behind.