The Road to Digital Inclusion: What We've Learned Since 2013
A decade after filming the Go On UK campaign, what's changed—and what hasn't?
Back in 2013, I had the privilege of filming an event that felt genuinely important. Go On UK, founded by Martha Lane-Fox (now Baroness Lane-Fox), brought together some of the UK's most influential digital leaders to tackle a pressing challenge: helping millions of digitally excluded people get online.
The energy in that room was electric. Digital mavens, tech pioneers, and policy makers—all united around a mission that mattered. I spent the day capturing their insights, their passion, and their ambitious plans to bridge the digital divide.
The resulting video montage was full of hope and determination. These weren't just talking heads - these were people who'd built the digital world we live in, and they were committed to making sure everyone could participate in it.
Fast Forward to 2024
Eleven years later, the statistics tell a sobering story. Research indicates that 27% of UK workers say they lack the sufficient digital skills required for their job role¹. With the UK workforce numbering approximately 33 million people, this suggests around 9 million workers are struggling with digital skills gaps. Meanwhile, projections show that an estimated 20% of the workforce - potentially 6.5 million people—will be significantly underskilled for their jobs by 2030².
While the number of completely offline people has dropped dramatically (from 5.5 million in 2016 to 1.6 million today), the skills gap remains stubbornly persistent. More concerning still, almost three in five workers (58%) say their employer has never provided them with training to improve their digital skills¹.
The WhatsApp That Changed My Perspective
Last week, I had a WhatsApp conversation that brought this home in a very real way. Jo, a small business owner, was dealing with a complete network failure at her flat. Three different providers, all down in her area.
"I was going to advertise my business this week but with no way for anyone to contact me I'm lost," she wrote. But it wasn't just the technical problem—it was the emotional weight of it. "It's completely baffling and it feels personal 😂"
That emoji hid real anxiety. When digital infrastructure fails and you don't understand why, it doesn't just disrupt your business—it makes you feel isolated, helpless, even paranoid.
I was able to help Jo understand that all her providers used the same network infrastructure and showed her a tool called Downdetector. Her relief was immediate: "Thanks for your help! Definitely seems less awful now I know it's all 3 related."
The Gap We're Still Bridging
Here's what struck me: the knowledge I shared wasn't particularly sophisticated. I knew about Downdetector because I've been troubleshooting tech issues for decades. But for Jo, that basic digital literacy meant the difference between anxiety and relief, between feeling isolated and feeling understood.
This is the human reality that sits beneath all our policy discussions about digital inclusion. It's not just about access to technology—it's about the confidence to use it, the knowledge to troubleshoot it, and the emotional support when it doesn't work.
The data supports this human experience. In the UK, 58% of workers say that lacking digital skills has affected them negatively in the workplace¹. More than a quarter (26%) didn't receive a promotion because of their lack of skills, while 20% said it stopped them from applying for a new job¹.
What the Go On UK Campaign Achieved
Don't get me wrong—the Go On UK campaign wasn't a failure. Those Liverpool results were impressive: a 55% reduction in offline adults in 18 months. The campaign raised awareness, created momentum, and helped thousands of people get online.
But looking back, I think we learned something important about the nature of digital exclusion itself. It's not just a problem you can solve with a campaign, however well-intentioned. It's an ongoing challenge that requires sustained, human-centered support.
The current statistics bear this out. Despite years of digital inclusion efforts, 92% of businesses say that having a basic level of digital skills is important for their employees, yet 244,000 businesses in the UK (88% of all businesses) report they lack at least one area of digital skills in their staff³.
The Lessons for Today
As we face new waves of technological change—AI, automation, whatever comes next—Jo's story reminds us that inclusion isn't just about access to the latest tools. It's about creating systems that help people feel confident, supported, and understood when they encounter digital challenges.
The scale of the challenge is becoming clearer. With 82% of job descriptions in the UK now listing digital or technology skills as a requirement⁴, and young people from low socioeconomic backgrounds disproportionately affected by digital inequality, we're not just talking about workplace efficiency—we're talking about social mobility and economic participation.
The experts in that 2013 room had brilliant insights and genuine commitment. But the gap they were trying to bridge isn't just technical—it's deeply human. It's about the anxiety of not knowing why something isn't working, the isolation of feeling left behind, and the relief of having someone explain things in a way that makes sense.
Moving Forward
The digital divide isn't going away. If anything, it's evolving. As new technologies emerge, we need to remember that behind every statistic—whether it's the 27% of workers lacking digital skills or the projected 6.5 million who'll be underskilled by 2030—is someone like Jo, trying to build a business, feeling confused when things don't work, and needing not just technical solutions but human understanding.
That's where the real work begins. Not in conference rooms full of experts, but in the everyday moments when technology fails and people need help making sense of it all.
At My True Talent, we believe that the most powerful solutions come from understanding both the technical and human sides of any challenge. Sometimes the biggest breakthroughs happen when we bridge the gap between expertise and everyday experience.
References
AND Digital - Skills Gap Report. Available at: https://www.and.digital/hubfs/The%20nature%20of%20the%20UKs%20Digital%20Skills%20Gap%20whitepaper.pdf
Industrial Strategy Council - Skills Mismatch 2030. Available at: https://industrialstrategycouncil.org/sites/default/files/UK%20Skills%20Mismatch%202030%20-%20Research%20Paper.pdf
British Chambers - Business Barometer Report. Available at: https://www.britishchambers.org.uk/media/get/The%20Open%20University%20Business%20Barometer%202022%20report.pdf
UK Government - Employer Demand for Digital Skills. Available at: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/807830/No_Longer_Optional_Employer_Demand_for_Digital_Skills.pdf
Brewing Creativity – How PG Tips & William Murray Brewed Up a Storm with Sonic Storytelling
The story of how an orignal tune, a monkey and PG Tips teabags can send an important message to its chosen audience.
A 2008 POS Campaign That Still Packs a Punch in 2025
Back in 2008, I had the pleasure of collaborating with the brilliant PR agency William Murray to create a vibrant, engaging campaign for PG Tips, aimed at captivating their POS (Point of Sale) retailers. The goal? To inject some fun, energy, and unmistakable brand personality into their retail displays.
The result? A funky little reel that brought PG Tips’ iconic charm to life—complete with a custom soundtrack I created to match the playful, upbeat vibe of the campaign. The video (which you can check out here) was a dynamic mix of bold visuals and sonic branding, ensuring the message wasn’t just seen but felt.
Why This Still Matters in 2025
Fast-forward to today, and the power of sonic storytelling is more relevant than ever. Brands are no longer just visual—they’re multi-sensory experiences. What started as a catchy POS reel has evolved into a core part of how I help businesses today through My True Talent.
Whether it’s crafting brand anthems, sonic logos, or immersive audio landscapes, the lesson remains the same: sound isn’t just background noise - it’s a storytelling superpower.
The Takeaway
Working with William Murray and PG Tips was a fantastic reminder that creativity thrives when you blend brand identity, motion, and music seamlessly. And now, in 2025, that same approach is helping businesses stand out, connect deeper, and leave a lasting impression.
Want to bring some sonic magic to your brand? Let’s chat—because your story deserves to be heard. 🎶