In recent years, businesses have begun to embrace neurodiversity—the idea that variations in brain function, including conditions like autism, ADHD, dyslexia, and others, should be recognized as normal and respected as any other human difference. This movement calls for a shift from viewing neurodiverse individuals through a lens of deficits to recognizing their unique strengths. While many companies have made efforts to include neurodiverse people in their marketing strategies, too often this inclusion remains superficial or tokenistic.
Creating truly neurodiversity-affirming branding goes beyond representation; it requires fostering genuine understanding, designing inclusive products and services, and promoting environments where neurodiverse individuals can thrive. In this article, we'll explore how brands can develop meaningful and sustainable neurodiversity-affirming strategies and avoid the pitfalls of token representation.
Neurodiversity is a term that encompasses a wide range of neurological differences, including but not limited to autism spectrum disorder (ASD), attention-deficit hyperactivity disorder (ADHD), dyslexia, dyspraxia, and others. These conditions affect how people perceive, process, and respond to information. Recognizing neurodiversity means understanding that these differences are part of human variation rather than disorders that need to be fixed.
Incorporating neurodiversity into branding involves acknowledging that neurodiverse people contribute valuable perspectives, skills, and creativity. For example, individuals with autism might bring heightened focus and attention to detail, while those with ADHD might excel in fast-paced, creative environments. Brands that embrace neurodiversity should seek to reflect this range of abilities in their messaging, offerings, and overall corporate culture.
While representation matters, many brands fall into the trap of tokenism—highlighting neurodiverse individuals superficially or as part of a marketing ploy without any substantive change in their practices or organizational culture. Token representation may include:
Example: Some companies may highlight a neurodiverse person’s challenges to make the brand seem empathetic, but they overlook the strengths that neurodiverse individuals bring to the table. This can reduce neurodiverse people to their diagnoses rather than celebrating their talents and capabilities.
To create neurodiversity-affirming branding that goes beyond token representation, brands should take a holistic and action-oriented approach. Here are key strategies that can help:
Neurodiverse people should be portrayed in marketing campaigns and advertisements in a way that reflects their full humanity, emphasizing not just their challenges but also their strengths and successes. Including their voices in the creative process ensures that their stories are told authentically and without the filter of stereotypes.
Neurodiversity-affirming branding should influence not just how a company markets its products, but also how those products are designed. This might include designing tools, platforms, or spaces that are accessible and user-friendly for neurodiverse individuals.
Ensuring that neurodiverse individuals can access and use a brand's offerings is crucial for affirming neurodiversity. This includes not only physical products but also digital platforms, websites, and even customer service channels.
Instead of assuming what neurodiverse individuals need, brands should collaborate with neurodiverse communities and advocates to shape their products, messaging, and hiring practices. Consulting with neurodiversity organizations or employing neurodiverse individuals in advisory roles ensures that branding initiatives align with the actual needs and desires of the community.
For branding to be genuinely neurodiversity-affirming, it must be backed by a company culture that values and supports neurodiverse employees. This includes creating inclusive hiring practices, offering workplace accommodations, and fostering an environment where neurodiverse individuals feel respected and empowered.
There’s also a strong business case for neurodiversity-affirming branding. Neurodiverse employees often bring unique skills to the workplace, such as innovative problem-solving, creative thinking, and heightened attention to detail. By genuinely embracing neurodiversity, brands can tap into a pool of talent that is often overlooked.
Furthermore, consumers are increasingly drawn to brands that champion inclusivity and diversity. A 2019 Edelman Trust Barometer report found that 53% of consumers believe that brands can do more than governments to solve social problems, and 64% said they are more likely to buy from brands that take a stand on issues they care about. A neurodiversity-affirming approach not only fosters goodwill but also drives brand loyalty.
Neurodiversity-affirming branding goes beyond token gestures and shallow representation. It involves creating authentic stories, developing inclusive products, and fostering internal cultures that respect and uplift neurodiverse individuals. Brands that take a holistic approach—engaging neurodiverse voices and making long-term commitments—will not only connect more deeply with consumers but also lead the way in creating a more inclusive and innovative future.
By moving past token representation and embracing the full potential of neurodiversity, companies can build stronger brands, foster loyalty, and contribute to a more inclusive society.