We’re delighted to feature Emma Weston OBE, Chief Executive of Digital Unite, in this edition of ImpactExpert QT.
Emma has spent over 30 years working in digital inclusion – long before it became a board-level conversation, and long before most organisations saw it as their responsibility. 30 years in – and the consistency is what stands out. A clear belief that digital access is about participation, and that participation should be a right, not a privilege.
From early grassroots training sessions to building the Digital Champions model, Emma’s work has shaped how organisations approach inclusion at scale. It’s practical, grounded, and built on experience – with a clear view of both how far we’ve come, and how far we still have to go.
Key Takeaways:
- Digital inclusion is fundamentally about participation, and participation should be a right.
- Scale doesn’t come from doing more yourself, it comes from enabling others.
- Framing digital inclusion as social impact is unlocking engagement from organisations.
- We’re still not measuring impact properly – particularly the long-term ripple effects.
- Progress depends on collaboration, not isolated initiatives.
What was one of the best roles you’ve ever had and why?
So the best thing about my role is that I’m still doing it after 30 years – and that makes me feel very happy.
The reality is that digital inclusion is still a big priority. That’s also a problem, because in 30 years we’ve still got basically the same challenge we had when I started.
At the same time, things have changed hugely – the technology, the understanding of why this matters, and the opportunities for creativity and partnership. And those opportunities keep evolving, which is what keeps it interesting.
What’s one decision you’ve made that helped align your work with your own values?
I think all my work has been aligned with my values, because at its core this is about everybody’s right to participate – which is what digital is, at its core.
One of the key decisions I made about 15 years ago was to move towards a product-based approach to digital inclusion. The challenge is scale, and the only way you really tackle it is through trusted intermediaries – Digital Champions – people who are already in contact with others.
So we focused on supporting those intermediaries. Creating products and services that help them reach people more effectively. That decision has shaped everything since, and it allows us to work across sectors. Whether you’re a social housing provider, a bank, or a council – if you interact with the public, you can be a digital champion. And we can help you maximise that.
What do you think are the challenges and opportunities of describing digital inclusion through the lens of social impact?
This shift has gathered pace over the last six or seven years – framing digital inclusion as social impact. 30 years ago, we weren’t talking about it in these terms.
It’s helped organisations, particularly corporates, engage in a different way. They understand social impact, so something clicks. That’s a big opportunity – and you can see more organisations starting to lean into it.
The challenge is measurement. There’s a lot of good work happening, but it’s fragmented – and in some cases under-reported because existing frameworks aren’t fit for purpose. The harder question is how you measure potential, and the long-term ripple effect of enabling someone to support others.
Can you share some key milestones or proudest moments in your career?
Creating the Digital Champions Network and our Inspire training platform were big moments. It was a leap at the time, but it proved that a product-based approach could enable scale.
Receiving an OBE in 2012 was also a proud moment. Whatever the debates around the honours system, it meant a lot – and taking my parents to Buckingham Palace was probably the point where they fully understood what I do.
2026 is another milestone – Digital Unite turns 30. I didn’t do that alone. There’s a great team and a whole network of people who have supported the work, and I feel very lucky to have had that.
What’s one project or piece of work that taught you a big lesson about impact?
A recent co-development project with public sector organisations around our Inspire platform stands out.
We brought five organisations together to think about who they needed to influence internally, how to engage them, and what messages would resonate. They brought frontline knowledge, we brought training expertise, and the combination was incredibly powerful.
It resulted in a public sector version of Inspire, but more importantly, it generated rich data on behaviour change – and where organisations need to focus next. It reinforced that you get better outcomes when you build things with people, not for them.
What’s one piece of strategic advice you’ve found yourself giving more than once?
The question I ask a lot is: “what is it you’re trying to achieve?”
Because unless you’re clear on that, everything else becomes harder. People often jump into delivery without being clear on the outcome they’re aiming for.
It doesn’t need to be complicated. But you do need that clarity – once you have it, you can work backwards and make better decisions.
What’s one learning from delivering work at scale that you think others should know?
Scale doesn’t come from doing more of the same – it comes from enabling others.
That’s why the Digital Champions model is so powerful. When you support people who are already interacting with others – in banks, councils, or community organisations – you create a multiplying effect.
But it only works if it’s consistent. If we keep treating this as a series of pilots or short-term initiatives, we won’t get there.
Who or what inspires your approach to creating impact through your career?
What really inspires me is the idea that everyone can help someone else.
It doesn’t matter what your role is, or what stage of life you’re at. If you’re at a slightly different stage to someone you can help them and maybe they can help you back.
If we can recognise, support and celebrate that, we can create a culture of paying it forward. The potential for impact sits with all of us – the challenge is unlocking it.
What’s the thing that brings you the most work joy?
It’s the feedback from the people we work with – knowing that what we’ve done has helped them make a difference.
That’s what lights up our days. It’s not just about what we’ve achieved, but seeing that impact reflected back.
And it’s also about the team. Everyone contributes something different, and when that comes together and creates impact, that’s where the real satisfaction comes from.
What is your favourite quote you would like us to include, and why?
I’ve thought about this one quite a lot, and the thing I keep coming back to – the thing I probably say most often is: “what goes around comes around.”
It’s about continuing to put something positive out into the world, even when you don’t see an immediate return.
There are times when it feels like your impact is small, but I think it’s important not to lose belief in your own agency. Even on the days when it feels like nothing is coming back to you, that’s what keeps me going.
