Frequently Asked Questions

ACCESSIBLE MARKETING FAQs

What is accessible marketing?

Accessible marketing is the practice of creating marketing campaigns, content, and customer experiences that can be accessed and understood by people of all abilities, including neurodivergent individuals such as those with ADHD, autism, dyslexia, and other cognitive differences. This approach ensures that approximately 30% of the population who are neurodivergent or have disabilities can engage with your brand effectively.

Accessible marketing goes really beyond that basic WCAG compliance to consider areas like cognitive accessibility, sensory sensitivities, attention spans, and processing differences. It includes using clear language, providing multiple content formats, designing with cognitive load in mind, and creating inclusive customer journeys that don't rely on assumptions about how people think or process information.

When implemented correctly through frameworks like the IMPACT™ methodology Tania Gerard Digital created, accessible marketing doesn't just serve the likes of neurodivergent customers, it improves the user experience for absolutely everyone. Research shows that accessible design benefits 100% of users at some point, whether they're tired, distracted, using mobile devices, or experiencing temporary limitations!

Key elements include: Plain language content, alternative text for images, caption options for videos, clear navigation structures, reduced sensory overload, flexible interaction methods, and multiple ways to access the same information.

Why is accessible marketing important for businesses?

Accessible marketing is important because it allows businesses to reach their entire potential audience rather than inadvertently excluding 15-30% of customers. Here in the UK alone, there are over 15 million disabled people and an estimated 15-20% of the population is neurodivergent, representing significant purchasing power (The Purple Pound, 274 billion pounds according to the last report which was five years ago as of 2025) that many brands fail to capture.

Beyond the ethical side of things, accessible marketing delivers measurable business benefits. Companies that implement accessible marketing strategies typically see increased engagement rates, improved customer satisfaction, better SEO performance (search engines really favour accessible content), reduced customer support costs, and enhanced brand reputation. Comapnies working with accessible marketing consultants (like us!) have reported engagement increases of 30-40% after implementing neurodivergent-friendly strategies.

From the legal side of things, accessibility is increasingly becoming a compliance requirement. While WCAG standards primarily address technical accessibility, forward-thinking businesses recognise that cognitive accessibility (so making content understandable and usable for neurodivergent minds for instance) is equally crucial for avoiding discrimination and meeting the spirit of equality legislation.

Additionally, accessible marketing creates better marketing overall to be honest with you. When you design for neurodivergent users with ADHD who need clear, scannable content, or autistic users who prefer direct communication, you create marketing that works better for everyone, including busy executives, mobile users, and people browsing in distracting environments.

How do you make marketing accessible for neurodivergent audiences?

Making marketing accessible for neurodivergent audiences requires a real understanding of how different neurotypes process information and interact with content. As an accessible marketing consultant with lived experience of ADHD and autism, I use the IMPACT™ Framework to guide this process systematically, which I created and it has been tried and tested 100+ times. Below are some tips you can implement in your company.

Start with content structure: Use short paragraphs (2-3 sentences maximum), clear headings that describe what follows, bullet points for scannability, and white space to reduce cognitive overload. Neurodivergent users, particularly those with ADHD, struggle with dense text blocks and need information broken into digestible chunks. We love a good bullet point!

Simplify your language: Use simple language, no need for jargon without explanation, and be direct rather than metaphorical. Autistic users particularly appreciate literal, straightforward communication without hidden meanings or excessive corporate speak. If your content requires a business degree to understand, you're excluding a significant portion of your audience and to be honest, no one likes feeling stupid when reading something!

Consider sensory elements: Avoid auto-playing videos, flashing animations, or overwhelming colour combinations that can trigger a serious sensory overload. Provide options to pause, reduce motion, or adjust contrast to said videos. Many neurodivergent individuals have sensory sensitivities that can make standard marketing physically uncomfortable to engage with.

Offer multiple formats: So some people learn better through the likes of video, others through text, and others through infographics. Providing the same information in multiple formats ensures everyone can access it in their preferred way. Also, always include captions for videos and transcripts for audio content.

Test with neurodivergent users: The best way to ensure your marketing is accessible however is to involve neurodivergent people in your testing and feedback process, not just assume what works based on neurotypical perspectives.

What is the difference between accessible marketing and traditional marketing?

Traditional marketing typically designs for a neurotypical audience and adds accessibility features as a final step in the process, if at all to be honest with you. Accessible marketing, by contrast, considers diverse cognitive styles and needs from the beginning of the strategy and creative process, embedding inclusion into every decision rather than adding it later, yay.

The key difference is that traditional marketing often assumes everyone processes information, makes decisions, and engages with content in similar/exactly the same ways. Accessible marketing recognizses that neurodivergent individuals (approximately 15-20% of the population) think, process, and interact differently, and designs accordingly. This means considering executive function challenges, sensory sensitivities, attention differences, and varied communication preferences from day one.

From a practical standpoint, accessible marketing prioritises clarity over pretty or trying-to-be-clever designs, directness over ambiguity, and functionality over purely aesthetic choices. While traditional marketing might use complex metaphors, subtle messaging, or design that prioritises visual impact, accessible marketing asks: "Can someone with ADHD quickly find what they need? Will an autistic person understand exactly what we mean? Can someone with dyslexia read this easily?" It has a real focus on the user journey.

The business outcomes differ significantly too. Traditional marketing that ignores accessibility typically reaches 70-85% of its potential audience effectively. Accessible marketing, implemented through frameworks like IMPACT™, reaches closer to 100% because what works for neurodivergent users also works better for neurotypical users in non-ideal circumstances, like when they're tired, distracted, or multitasking.

Importantly, accessible marketing isn't about "dumbing down" content, it's about making those user journies in your websites, social media, email marketing, tv advertisements accessible, easy to understand and follow for all, regardless of ability.

What are the benefits of accessible marketing?

The benefits of accessible marketing extend far beyond meeting compliance requirements, delivering measurable improvements to business performance, brand reputation, and customer relationships. Here are some examples.

Increased reach and engagement: By making your marketing accessible to neurodivergent audiences, you tap into a market representing 15-20% of the population that many competitors ignore. Businesses implementing accessible marketing strategies typically see engagement increases of 30-40% as previously excluded customers can finally interact with their brand effectively.

Improved conversion rates: When customers can easily understand your messaging, navigate your website, and complete desired actions without cognitive barriers, conversion rates naturally improve. Clear calls-to-action, simplified checkout processes, and reduced friction benefit all users but particularly impact neurodivergent customers who may abandon complex processes.

Better SEO performance: Search engines like Google explicitly reward accessible content with higher rankings. Accessible marketing practices such as clear headings, descriptive alt text, well-structured content, fast loading times, align perfectly with what search algorithms value, giving you a competitive advantage in organic search.

Enhanced brand reputation: Demonstrating genuine commitment to inclusion strengthens brand perception and builds customer loyalty. In an era where consumers increasingly support brands that reflect their values, accessible marketing positions you as progressive and socially responsible, particularly appealing to younger demographics and B2B decision-makers prioritizing diversity and inclusion.

Reduced support costs: When your marketing clearly communicates information and your digital properties are easy to navigate, customer support inquiries decrease. Accessible design prevents confusion before it happens.

Legal protection: As accessibility requirements tighten globally, proactive accessible marketing reduces legal risk and future-proofs your business against changing regulations.

How much does accessible marketing cost?

Accessible marketing doesn't have to be expensive, in fact, many accessibility improvements cost nothing but thoughtful planning and implementation. The cost depends on whether you're building accessibility into new campaigns from the start (relatively inexpensive) or fitting it into existing materials (more costly and time-intensive).

For new campaigns: Building accessible marketing into your process from day one typically adds 10-15% to production time but minimal additional costs. This includes time for proper planning, using easy to understand language, structuring content clearly, and testing with diverse users. When accessibility is incorporated into your workflow and designs rather than added later, the aftermath cost is minimal.

For existing materials: Auditing and updating existing campaigns, websites, and content can require more significant investment depending on the volume of material and severity of accessibility barriers. A comprehensive accessible marketing audit typically ranges from £2,000-£10,000+ for SMEs, with implementation costs varying based on scope.

Consulting and training: Working with an accessible marketing consultant like myself to develop an accessible marketing strategy, train your team, and implement frameworks like IMPACT™ typically costs anything from £3,000 to £15,000+ depending on company size and project scope. This investment pays for itself through increased reach, better conversion rates, and improved customer satisfaction.

Long-term ROI: The cost question should really focus on ROI rather than expense however. Businesses implementing accessible marketing typically see returns of 300-500% through increased audience reach, improved engagement, better SEO rankings, and reduced support costs. When you consider you're potentially accessing 30% more of your market, the investment becomes clearly justifiable.

The most expensive option is actually ignoring accessibility all together and can result in events like missing 15-30% of potential customers, risking legal action, and falling behind competitors who are embracing inclusive marketing.

What is the IMPACT™ Framework for accessible marketing?

The IMPACT™ Framework is a methodology I developed for implementing accessible marketing strategies that create measurable business results while ensuring inclusion for neurodivergent audiences. It provides a systematic approach to building cognitive accessibility into every aspect of marketing strategy, execution, and measurement. There in fact two IMPACT™ Framework, an internal and external workplace methology and they are:

IMPACT™ (External Comms) stands for:

  • I – Inclusive Language

  • M – Machine Readable

  • P – Prove Credibility

  • A – Accessible Design

  • C – Community & Representation

  • T – Test & Iterate

IMPACT™ (Internal Comms) stands for:

  • I - Inclusivity

  • M - Measurable

  • P - Progress

  • A - Accessibility

  • C - Communication

  • T - Time

These frameworks is built on lived experience with ADHD and autism, combined with professional certifications in accessibility (IAAP) and ADHD coaching (ADDCA), and years of experience working with major UK brands including the NHS, Greene King, Help for Heroes and Swim England. Unlike generic accessibility guidelines that focus primarily on technical compliance, IMPACT™ specifically addresses cognitive accessibility, how neurodivergent minds process, understand, and engage with marketing.

What makes IMPACT™ unique is its business-first approach. Rather than treating accessibility as a compliance checkbox, it positions accessible marketing as a competitive advantage that expands market reach, improves engagement metrics, and delivers measurable ROI. Companies implementing the IMPACT™ Framework typically see engagement increases of 30-40% within the first quarter (no joke, we have the receipts).

The framework is flexible enough to work for businesses of any size, from SMEs to global brands, and can be applied to specific campaigns or company-wide marketing transformation.

NEURODIVERSITY TRAINING FAQs

What is neurodiversity training?

Neurodiversity training is workplace education that helps employers, managers, and teams understand neurological differences, including ADHD, autism, dyslexia, dyspraxia, and other cognitive variations, and create inclusive environments where neurodivergent employees can thrive. Unlike traditional diversity training that may mention neurodiversity briefly, specialised neurodiversity training provides deep understanding of how different minds work and practical strategies for supporting neurodivergent talent.

Effective neurodiversity training, such as the programs I deliver as an neurodiversity trainer, covers the neurodiversity paradigm (understanding neurological differences as natural variations rather than deficits), common neurodivergent experiences in the workplace, reasonable adjustments and accommodations, communication strategies, recruitment and retention practices, and how to create sensory-friendly and cognitively accessible work environments.

The training typically addresses practical scenarios: How do you manage a team member with ADHD who misses deadlines but generates brilliant ideas? What adjustments help autistic employees navigate open-plan offices? How can you make meetings more inclusive for people with different processing speeds? These real-world applications make the training immediately actionable rather than purely theoretical.

We also provide interactive learning for our tailored workshops, this can include anonymous polls, group discussion, pair discussions as well as action implementing on the day for each individual role so it is not just theory, but implementation.

Critically, the best neurodiversity training is delivered by neurodivergent trainers with lived experience, not neurotypical consultants speaking on behalf of communities they're not part of. As someone with ADHD and autism, I bring authenticity and that insider perspective that resonates with both neurodivergent employees (who feel seen and understood) and neurotypical colleagues (who gain genuine insight rather than stereotypes).

Neurodiversity training isn't a one-time checkbox exercise either it should be an ongoing commitment to understanding, supporting, and celebrating cognitive diversity within your company.

Why is neurodiversity training important for workplaces?

Neurodiversity training is important because 15-20% of the workforce is neurodivergent, yet most workplaces are designed exclusively for neurotypical minds, creating unnecessary barriers that limit neurodivergent employees' ability to contribute fully. This represents enormous untapped potential as neurodivergent individuals often bring exceptional skills in pattern recognition, creative problem-solving, attention to detail, hyperfocus, and innovative thinking that businesses absolutely desperately need.

From a business performance perspective, neurodiversity training directly impacts your bottom line. Companies that successfully support neurodivergent talent see higher innovation rates, better problem-solving capabilities, improved employee retention, and access to a talent pool many competitors overlook. Research shows that neurodiverse teams can be 30% more productive than neurotypical teams when properly supported, and the cost of replacing an employee who leaves due to lack of support can exceed 150% of their annual salary.

From a legal and ethical standpoint, employers have obligations under the Equality Act 2010 here in the UK to make reasonable adjustments for disabled employees, which includes many neurodivergent individuals. Neurodiversity training ensures managers understand these legal requirements and can implement them effectively, reducing discrimination risks and creating genuinely inclusive cultures rather than just compliant ones.

For employee wellbeing, neurodiversity training reduces the mental health burden on neurodivergent staff who often spend enormous energy "masking" or hiding their neurological differences to fit neurotypical norms. When workplaces understand and accommodate neurodiversity, employees can be authentic, leading to better mental health, reduced burnout, and higher job satisfaction across the entire team, not just neurodivergent members.

The cost of NOT providing neurodiversity training is high: lost talent, underperformance, legal risks, poor culture, and missed innovation opportunities.

What topics are covered in neurodiversity workplace training?

Comprehensive neurodiversity workplace training covers both foundational understanding and practical implementation strategies that managers and teams can use immediately. As a neurodiversity trainer working with companies from SMEs to the global firms, I structure training to address real workplace challenges rather than just theoretical concepts.

Core topics include:

Understanding neurodiversity: The neurodiversity paradigm, types of neurodivergence (ADHD, autism, dyslexia, dyspraxia, dyscalculia, Tourette's), how neurodivergent minds process information differently, debunking common myths and stereotypes, and understanding strengths and challenges associated with different neurotypes.

Recognising neurodivergence in the workplace: How ADHD might present (time blindness, hyperfocus, difficulty with organisation), how autism might present (communication differences, sensory sensitivities, preference for routine), how dyslexia impacts work tasks, and understanding that neurodivergence is a spectrum with unique individual presentations.

Legal framework and responsibilities: Equality Act 2010 obligations, what constitutes reasonable adjustments, disclosure and privacy considerations, recruitment practices and avoiding discrimination, and creating policies that support neurodivergent employees.

Practical accommodations: Workplace adjustments, communication strategies, meeting adaptations, deadline and project management approaches, and sensory environment modifications.

Management and leadership: How to have supportive conversations about neurodiversity, providing feedback in accessible formats, recognising and leveraging neurodivergent strengths, preventing burnout and supporting mental health, and conflict resolution considering different communication styles.

Creating inclusive culture: Moving beyond compliance to genuine inclusion, educating teams without singling out individuals, and building psychological safety where disclosure feels safe.

All training incorporates lived experience examples and is customized to your companie's specific industry, size, and challenges.

How does neurodiversity training benefit employers?

Neurodiversity training benefits employers through improved talent acquisition and retention, enhanced innovation and problem-solving, better team performance, legal compliance, and stronger employer brand, all contributing to measurable ROI that far exceeds training costs.

Talent advantages: By understanding and accommodating neurodiversity, you access a talent pool many competitors ignore. Neurodivergent individuals often possess exceptional skills highly valued in today's economy: pattern recognition, creative thinking, attention to detail, innovative problem-solving, and hyperfocus abilities. Companies like Microsoft, SAP, and JPMorgan have established neurodiversity hiring programs specifically to gain competitive advantage through neurodivergent talent. companies working with neurodiversity trainers like myself report finding candidates they would have previously overlooked or undervalued.

Retention and productivity: Neurodivergent employees who feel supported and understood are significantly more likely to stay with their employer, reducing costly turnover. When reasonable adjustments are made, often simple, low-cost modifications like flexible scheduling, written instructions, or quiet workspace, neurodivergent employees' productivity often exceeds neurotypical peers in their areas of strength. One client reported that after implementing neurodiversity training and adjustments, their neurodivergent employees showed 40% higher performance in their specialised roles.

Creative boost: Neurodivergent thinking patterns often challenge conventional assumptions and identify solutions neurotypical teams miss. This cognitive diversity drives creativity, research shows that diverse teams outperform homogeneous teams on complex problem-solving tasks.

Risk mitigation: Proper neurodiversity training reduces discrimination claims, creates documentation of reasonable adjustment processes, and ensures compliance with Equality Act obligations, protecting your organisation legally and reputationally.

Culture and brand: Demonstrating genuine commitment to neurodiversity enhances your employer brand, attracting top talent (neurodivergent and neurotypical) who value inclusive workplaces, and strengthening your reputation with customers who increasingly support inclusive businesses.

What are reasonable adjustments for neurodivergent employees?

Reasonable adjustments for neurodivergent employees are modifications to workplace practices, environments, or expectations that remove barriers preventing neurodivergent individuals from performing their roles effectively. Under the Equality Act 2010, UK employers have a legal duty to make these adjustments when they know, or could reasonably be expected to know, an employee is disabled—which includes many neurodivergent conditions.

Common adjustments for ADHD include: Flexible working hours to accommodate natural productivity rhythms, written confirmation of verbal instructions and deadlines, noise-cancelling headphones or quiet workspace, breaking large projects into smaller milestones with regular check-ins, task management tools and apps, permission to move during meetings or work standing, and additional time for complex administrative tasks.

Common adjustments for autism include: Clear, direct communication without ambiguity or unstated expectations, advance notice of changes to routine or plans, reduced sensory stimulation (lighting adjustments, quiet spaces, ability to work from home), written agendas for meetings with predictable structure, explicit explanations of social norms or workplace culture, and flexibility around dress codes or social events that may cause anxiety.

Common adjustments for dyslexia include: Screen readers or text-to-speech software, additional time for reading and writing tasks, spell-check and grammar tools, ability to submit work in alternative formats (video, audio, presentation rather than written reports), colored overlays or font adjustments, and verbal rather than written instructions when preferred.

Importantly: Reasonable adjustments are individualised. Not every person with ADHD needs the same support, and some adjustments benefit everyone regardless of neurotype. The best approach is having open conversations with employees about what specific barriers they face and collaboratively identifying solutions.

Many adjustments cost nothing or very little, flexibility, clear communication, and environmental modifications are often free or low-cost. As a neurodiversity trainer, I help companies identify effective adjustments that work within their operational constraints while genuinely supporting neurodivergent employees.

How long is neurodiversity training and what format does it take?

Neurodiversity training format and duration should be tailored to your companie's needs, team size, existing knowledge level, and specific goals. As a neurodiversity trainer working with companies across the UK and US, I offer flexible training structures ranging from introductory sessions to comprehensive programs.

Standard formats include:

Introduction to Neurodiversity workshop: Ideal for teams new to neurodiversity concepts. Covers neurodiversity fundamentals, common workplace scenarios, basic accommodations, and practical next steps. This format works well for small to medium teams (up to 30 people) and provides enough foundation to begin making workplace improvements immediately.

Half-day workshop (2 hours): Includes everything in the introduction workshop but tailored to your company and industry, we also go deeper into your roles, current campaigns, hiring practises and legal.

Full-day intensive (4 hours): Comprehensive training covering neurodiversity in depth, detailed accommodation strategies, legal requirements, management techniques, and case study analysis. Includes interactive exercises, role-playing scenarios, and action planning. Best for leadership teams, HR professionals, or companies making significant cultural change.

Multi-session program (3-6 sessions over weeks/months): Spreads learning over time, allowing teams to implement changes between sessions and discuss progress. Typically 2-3 hours per session. This format creates deeper cultural shift as teams have time to practice, reflect, and integrate learning rather than treating training as a one-off event.

Leader-specific training (2-3 hours): Focused specifically on managers who need practical tools for supporting neurodivergent team members, conducting performance reviews, providing feedback, and implementing adjustments. More hands-on and scenario-based than general awareness training.

Online vs. in-person: Both options work effectively. In-person training allows for better group dynamics and interactive exercises, while online training offers flexibility, can reach distributed teams, and often feels more comfortable for neurodivergent participants who may find large in-person gatherings overwhelming.

Ongoing support: The most effective approach combines initial training with follow-up check-ins, access to resources, and ongoing consultancy as situations arise. One-time training creates awareness, but sustained culture change requires continued support.

I customise all training to your organization's industry, size, and specific challenges, ensuring relevance and immediate applicability.

What qualifications should a neurodiversity trainer have?

Choosing a neurodiversity trainer requires careful consideration of qualifications, lived experience, and practical expertise. The best trainers combine professional credentials with authentic understanding that can only come from being neurodivergent themselves.

Essential qualifications and credentials:

Lived experience: This in my personal opinion is non-negotiable. Neurodiversity training should always be delivered by neurodivergent trainers who can speak from authentic experience rather than theoretical understanding. As someone with ADHD and autism, I bring insider perspective on what actually helps versus what sounds good but doesn't work in practice. Neurotypical consultants, no matter how well-intentioned, cannot replicate this authenticity.

Professional training: Look for trainers with recognised qualifications in neurodiversity, coaching, or accessibility. I hold certifications from ADDCA (ADHD Coaching Academy) and IAAP (International Association of Accessibility Professionals), ensuring evidence-based approaches grounded in both lived experience and professional standards.

Practical workplace experience: Effective trainers understand real business constraints and challenges, not just theoretical ideals. My background includes working up to Head of Digital level before founding my consultancy, giving me practical insight into workplace dynamics, management challenges, and company change processes.

Industry recognition: Credentials like being an ADHD UK Ambassador, TEDx speaker, or recognised industry expert (such as being named Top 100 Marketers to Watch) indicate the trainer's expertise is validated by respected companies.

Proven track record: Look for trainers who work with reputable companies and can demonstrate measurable impact. I work with clients including the NHS, Help For Heroes , APCO Worldwide, Greene King, Swim England, and numerous other UK and US businesses, with testimonials showing real workplace improvements.

Beware of: Trainers who aren't neurodivergent themselves, those who rely primarily on academic theory without workplace application, consultants who present neurodiversity as purely deficit-based rather than recognising strengths, and trainers who cannot provide references or examples of successful client outcomes.

The right neurodiversity trainer will understand your business needs while advocating authentically for neurodivergent employees, creating win-win solutions rather than unrealistic demands.

ACCESSIBLE DESIGN & UX FAQs

What is accessible design for neurodivergent users?

Accessible design for neurodivergent users is the practice of creating digital experiences, physical spaces, products, and services that accommodate different cognitive processing styles, attention patterns, sensory sensitivities, and communication preferences. While traditional accessibility often focuses on physical disabilities (screen readers for blind users, captions for deaf users), neurodivergent-accessible design specifically addresses cognitive accessibility.

Key principles include:

Reducing cognitive load: Neurodivergent users, particularly those with ADHD or autism, can become overwhelmed by complexity. Accessible design simplifies interfaces, minimises distractions, presents information hierarchically, and avoids forcing users to hold multiple pieces of information in working memory simultaneously. This means clear navigation, logical flow, and not requiring users to remember information from one page to the next.

Accommodating attention differences: ADHD users may struggle with lengthy processes or hyperfocus and lose track of time. Design solutions include clear progress indicators, ability to save and return, prominent calls-to-action that stand out from visual noise, and respecting users' attention by front-loading the most important information.

Supporting processing differences: Autistic users often prefer literal, explicit communication. Design should avoid relying on icons without labels, hidden navigation, or unclear metaphors. Every interactive element should clearly communicate what it does, and every page should explicitly state its purpose.

Managing sensory sensitivities: Many neurodivergent individuals experience sensory processing differences. Accessible design avoids auto-playing media, excessive animations, overwhelming colour contrasts, or busy backgrounds that make reading difficult. Provide options to reduce motion, adjust contrast, and control sensory input.

Offering flexibility: Different neurodivergent users prefer different interaction methods. Accessible design provides multiple ways to accomplish tasks, keyboard navigation, voice input, simplified interfaces, detailed interfaces, letting users choose their preferred approach.

As an accessible design consultant, I help companies implement these principles through user research with neurodivergent participants, accessibility audits, and design frameworks that make cognitive accessibility a standard consideration rather than a final check action.

How is accessible UX different from standard UX design?

Accessible UX differs from standard UX design in its fundamental assumptions about users and its approach to measuring success. While standard UX typically designs for the "average" user and treats accessibility as edge cases to accommodate later, accessible UX recognizes that cognitive diversity is the norm and designs inclusively from the start.

Philosophical differences:

Standard UX often assumes users think similarly, process information at similar speeds, and interact with interfaces in predictable ways. Accessible UX understands that neurodivergent users think fundamentally differently, and what seems intuitive to neurotypical designers may be confusing or unusable for ADHD, autistic, or dyslexic users.

Research methodology differences:

Standard UX research often recruits "typical" users and conducts testing in ideal conditions. Accessible UX deliberately includes neurodivergent users in research, recognising that they'll uncover usability issues neurotypical users might navigate around but still find suboptimal. Testing occurs in realistic conditions acknowledging distractions, fatigue, and multitasking.

Design priorities differ:

Standard UX might prioritise visual impact, clever interactions, or subtle design. Accessible UX prioritises clarity, predictability, and cognitive ease, even when this means less visually dramatic design. For example, standard UX might hide navigation in a hamburger menu for clean aesthetics; accessible UX keeps navigation visible because neurodivergent users shouldn't have to remember where controls are hidden.

Success metrics differ:

Standard UX measures task completion rates and time-on-task, often celebrating efficient designs that expert users can navigate quickly. Accessible UX measures whether ALL users can complete tasks, even if they need more time, assistance, or multiple attempts. Success means everyone succeeds, not just the majority.

Practical implications:

Accessible UX requires more explicit signposting, clearer labelling, multiple routes to the same information, simpler language, reduced cognitive load, and greater flexibility in how users interact with systems. These practices benefit everyone, studies show accessible design improves usability for 100% of users in various contexts, but they're non-negotiable for neurodivergent users rather than nice-to-haves.

When I consult on accessible UX, I help teams shift from designing for the mythical "average user" to designing for human cognitive diversity as the default.

What are common accessibility barriers for ADHD and autistic users?

ADHD and autistic users face distinct but sometimes overlapping accessibility barriers in digital spaces, workplaces, and physical environments. Understanding these barriers is essential for creating truly inclusive experiences.

Common barriers for ADHD users:

Attention hijacking: Auto-playing videos, pop-ups, notifications, and animated elements constantly pull ADHD attention away from primary tasks. What designers intend as "engagement" becomes cognitive overwhelm that prevents task completion.

Lengthy, multi-step processes: ADHD users struggle with working memory and sustained attention. Checkout processes requiring 5-7 steps, lengthy forms without save functionality, or tasks requiring users to remember information from earlier steps create barriers. Many ADHD users abandon tasks not because they've lost interest but because the cognitive burden became too high.

Time blindness: ADHD involves difficulty perceiving time passing. Interfaces that don't show progress indicators, estimated time remaining, or let users know where they are in a process make it difficult for ADHD users to plan and complete tasks.

Organisation and prioritisation: Overwhelmingly busy interfaces with no clear hierarchy make it impossible for ADHD users to identify what's important. When everything seems equally prominent, ADHD brains struggle to filter and prioritize.

Boring interfaces: Paradoxically, interfaces that are too plain may fail to engage ADHD attention sufficiently. Effective ADHD-accessible design balances reducing distraction with maintaining enough interest to sustain attention.

Common barriers for autistic users:

Ambiguous communication: Metaphors, idioms, sarcasm, or implied meanings without explicit explanation create barriers for autistic users who process language literally. "Getting started is easy!" without explaining specific steps leaves autistic users uncertain what to do.

Unpredictability: Changes without warning, unclear navigation, inconsistent interaction patterns, or interfaces that behave differently in different contexts create anxiety and confusion. Autistic users prefer predictable, consistent experiences.

Social assumptions: Interfaces requiring social media login, pressure to share publicly, or gamification based on social comparison can create barriers for autistic users who may find social interaction stressful.

Sensory overload: Bright colours, high contrast, busy backgrounds, auto-playing sound, or excessive animation can be physically painful for autistic users with sensory sensitivities. What seems like energetic, engaging design can be overwhelming to the point of unusability.

Hidden information: Content that requires hovering, clicking, or discovering hidden menus creates barriers for autistic users who prefer explicit, visible information architecture.

As an accessible marketing and design consultant with both ADHD and autism, I help companies identify and remove these barriers through audits, user testing, and implementation of the IMPACT™ Framework for cognitive accessibility.

ABOUT TANIA GERARD & SERVICES FAQs

Who is Tania Gerard?

I'm Tania Gerard, the founder of the UK's first consultancy specialising in accessible marketing and neurodiversity training. As a TEDx speaker, ADHD UK Ambassador, and accessible marketing consultant, I help businesses reach 100% of their audience by creating marketing strategies and workplace environments that work for neurodivergent minds.

I have ADHD and autism (AuDHD), and I use my lived experience combined with professional qualifications from IAAP (International Association of Accessibility Professionals) in the form of CPACC and ADDCA (ADHD Coaching Academy) to provide authentic, practical guidance that goes beyond theoretical understanding. Having worked my way up to Head of Digital before founding Tania Gerard Digital UK, I understand both the business challenges companies face and the real barriers neurodivergent individuals encounter in workplaces and as consumers.

My work focuses on three core areas: accessible marketing strategy (helping businesses reach neurodivergent audiences through cognitive accessibility), neurodiversity workplace training (educating companies to support neurodivergent employees effectively), and accessible UX design (creating digital experiences that work for all cognitive styles). I've developed the IMPACT™ Frameworks, methodology for implementing accessible marketing that delivers measurable business results.

I work with companies ranging from SMEs to major UK and US brands including the NHS, Greene King, Help for Heroes, APCO Worldwide and Swim England. Beyond consultancy, I'm a keynote speaker at events like TEDxTamworth and Digital Women Live, host the podcast "ADHD Founders Unfiltered," and have been recognised as one of the Top 100 Marketers to Watch in 2025 and Leicestershire’s top 50 small businesses. I'm also a UK Parliament ADHD Champion Advisor.

My approach combines business experience with genuine understanding of neurodivergence because I don't just know what accessible marketing should look like theoretically, I live the reality of being neurodivergent in professional spaces and understand what actually works versus what sounds good but fails in practice.

What services does Tania Gerard Digital offer?

Tania Gerard Digital UK offers three core service areas, all built on the foundation of lived experience with ADHD and autism combined with professional expertise in accessibility and neurodiversity:

1. Accessible Marketing Consulting

I help businesses create marketing strategies, campaigns, and content that reach neurodivergent audiences, approximately 15-20% of consumers that many brands inadvertently exclude. Services include accessible marketing audits (evaluating current marketing for cognitive accessibility barriers), strategy development using the IMPACT™ Frameworks, content and copywriting review, accessible customer journey mapping, and implementation support. Clients typically see 30-40% engagement increases after implementing accessible marketing strategies.

2. Neurodiversity Workplace Training

I deliver customised training programs that help organisations understand neurodiversity and create inclusive workplaces where neurodivergent employees thrive. Training includes neurodiversity awareness for all staff, manager-specific training on supporting neurodivergent team members, reasonable adjustments guidance, recruitment and retention strategies for neurodivergent talent, and ongoing consultancy for specific workplace situations. Training is available in half-day, full-day, or multi-session formats, delivered in-person or online.

3. Accessible Design & UX Consulting

I work with design and development teams to create digital experiences that accommodate neurodivergent users' cognitive styles and needs. Services include UX audits for cognitive accessibility, user research with neurodivergent participants, design workshops and training, accessible design system development, and testing and validation with neurodivergent users. This goes beyond WCAG compliance to address how ADHD, autistic, and dyslexic users actually experience and interact with digital products.

Additional offerings:

  • Speaking engagements: Keynote talks and conference presentations on accessible marketing, neurodiversity, and workplace inclusion

  • Workshops and webinars: Educational