The IMPACT™ Framework: A New Standard for Cognitive Accessibility
Accessibility is often reduced to a technical checklist. However, for the 20% of the population that is neurodivergent, including those with ADHD, Autism, and Dyslexia, technical compliance (WCAG) is only the baseline.
True inclusion requires Cognitive Accessibility. To bridge the gap between "accessible code" and "usable experiences," I developed the IMPACT™ Framework. This methodology is designed to move organizations beyond basic awareness into a data-driven, systematic transformation of their marketing and workplace systems.
What is the IMPACT™ Framework?
The IMPACT™ Framework is a proprietary methodology used by Tania Gerard Digital to audit and optimise digital and internal environments for neuro-inclusive success. Whether applied to external marketing (to reach the £274bn "Purple Pound") or internal systems (to retain high-performing "spiky" talent), the framework follows six rigorous stages:
1. IDENTIFY
We begin by locating exactly where cognitive friction and burnout are happening. In marketing, this might be a cluttered checkout process; in the workplace, it’s often an onboarding system that ignores executive function challenges.
2. MEASURE
Accessibility isn't "a one stop shop"; it’s financial. We quantify the cost of current retention gaps and the revenue lost to accessibility failures in your sales funnel.
3. PROTOTYPE
We design WCAG 2.2 compliant frameworks. These aren't generic templates, they are tailored prototypes designed to fit your specific operational needs and brand voice.
4. ACTIVATE
Change only works if leadership understands it. We provide the training necessary to roll out these changes without disrupting performance or productivity.
5. CONTINUE
Stability requires monitoring. We track key data points, engagement rates, retention metrics, and compliance status, to ensure the changes are permanent.
6. TRANSFORM
This is the final shift. Accessibility moves from being a "legal risk" to becoming a competitive employer advantage and a driver of brand loyalty.
Moving from Awareness to Action: Our Services
Using the IMPACT™ methodology, Tania Gerard Digital provides three core pillars of support for modern enterprises:
1. Neuro-Inclusive Workplace Systems
The Promise: We redesign your onboarding and leadership frameworks to stop neurodivergent talent from burning out.
✓ Deep-Dive Systems Audit: Identifying "leaks" in your talent pipeline.
✓ Leadership Training: Equipping managers to lead "spiky" profiles.
✓ Internal Comms: Ensuring company-wide information is WCAG 2.2 compliant.
✓ 90-Day Support: Hands-on implementation to ensure the new systems stick.
2. Accessible Marketing Advisory
The Promise: Reach the missing 20%. A strategic partnership to ensure your campaigns are compliant, inclusive, and ready to convert.
✓ Strategy Sessions: Quarterly deep-dives into your campaign roadmap.
✓ Compliance Roadmap: Moving your brand toward EAA and WCAG 2.2 standards.
✓ Team Training: Upskilling your creative and digital teams.
✓ Risk Reduction: Protecting your brand under the Equality Act 2010.
3. Digital Accessibility Audits
The Promise: Quick compliance wins. A technical deep-dive to identify barriers and protect your reputation.
✓ Full Platform Audit: A comprehensive review of websites and portals.
✓ WCAG 2.2 AA Report: A detailed breakdown of technical and cognitive barriers.
✓ "Quick Wins" Plan: A prioritized list of immediate patches for maximum impact.
About Tania Gerard
Tania Gerard CPACC is an Accessible Marketing Consultant, TEDx speaker, and a leading voice on neuro-inclusion in the UK. As a neurodivergent woman (AuDHD) with over a decade of corporate "Head of Digital" experience, she combines technical IAAP certification with lived experience to build systems that work for every mind.