With growing awareness of neurodiversity, brands have an opportunity—and a responsibility—to promote inclusive, respectful representation in media. Neurodiversity-affirming representation goes beyond simply including neurodivergent individuals; it involves creating narratives that celebrate, normalize, and respect neurodivergent perspectives. By aligning messaging, visuals, and brand philosophy with a neurodiversity-affirming approach, companies can foster genuine connections, build trust, and show that they value diversity.
In this article, we’ll explore how brands can create neurodiversity-affirming representation in media, backed by specific ad examples that showcase inclusive and respectful portrayals.
One of the first steps in neurodiversity-affirming representation is to avoid oversimplified portrayals that reinforce stereotypes. Neurodivergent individuals—those with autism, ADHD, dyslexia, or other cognitive variations—are often represented in the media as savants or socially awkward, which fails to capture the breadth of neurodiverse experiences.
Microsoft’s ad celebrated the Xbox Adaptive Controller and focused on inclusivity and accessibility. Although the ad primarily showcased physical disabilities, it took an inclusive stance by portraying children with various challenges, highlighting that people of all abilities deserve access to products that cater to their unique needs. This campaign's underlying message of inclusivity, while not explicitly about neurodiversity, is a strong example of avoiding tokenism and stereotypes by focusing on individuals' passions and interests rather than solely their disabilities.
Takeaway for Brands:
A neurodiversity-affirming approach normalizes neurodivergent representation by integrating it naturally into everyday scenarios. Neurodivergent individuals, like everyone else, experience a range of everyday activities, relationships, and emotions. Portraying neurodivergent people in these ordinary contexts helps to reduce the “otherness” often associated with these identities.
Apple’s “The Underdogs” series follows a diverse team tackling everyday workplace challenges with humor and resourcefulness. While the ad doesn’t explicitly focus on neurodivergence, it includes a neurodiverse cast that realistically represents the workplace environment. This subtle representation shows neurodivergent individuals as part of a team, facing universal challenges and contributing their unique perspectives, thus affirming neurodivergent people as part of everyday life.
Takeaway for Brands:
Neurodiversity-affirming representation should recognize and celebrate neurodivergent strengths without framing them as “special abilities” that distance them from others. Brands can showcase the skills and talents of neurodivergent individuals by emphasizing their contributions and achievements.
In their “Reinvent Mindsets” campaign, HP produced a specific video that highlighted a dyslexic employee’s skills in innovation and creativity. By focusing on the unique perspectives that dyslexic individuals bring to problem-solving and creative fields, HP challenged the misconception that dyslexia is purely a limitation. Instead, they presented it as a different way of thinking, reinforcing the value of diverse cognitive approaches in the workplace.
Takeaway for Brands:
Creating neurodiversity-affirming representation isn’t only about narrative—it’s also about design. Bright lights, loud sounds, or chaotic visuals can be uncomfortable for sensory-sensitive audiences, which includes many neurodivergent individuals. Brands should strive to create content that considers sensory accessibility.
LEGO has long championed inclusive play, and the “Rebuild the World” campaign focused on creating accessible products for all abilities. While not solely about neurodivergent individuals, LEGO’s packaging and ad visuals use bright but balanced colors, avoid flashing lights, and keep the visuals clear and focused. Their approach to design is inclusive, providing a sensory-friendly experience in both digital and physical realms.
Takeaway for Brands:
Involving neurodivergent creators is one of the most effective ways to ensure authentic representation. Neurodivergent creators bring lived experience, allowing them to provide insights that can transform a campaign from surface-level to truly inclusive.
Fiverr’s campaign showcased a neurodivergent freelancer discussing her journey, challenges, and achievements in her own words. By letting a neurodivergent creator take center stage, Fiverr allowed for an honest portrayal of a neurodivergent perspective, making the content more genuine and resonant for viewers. This approach gave an unfiltered look at a freelancer’s real experience, illustrating Fiverr’s commitment to inclusivity.
Takeaway for Brands:
Brands can play a pivotal role in raising awareness and fostering understanding by creating educational campaigns about neurodiversity. When done respectfully, these campaigns can inform audiences about neurodivergence in a way that emphasizes respect, reduces stigma, and celebrates diversity.
Google launched a video series on YouTube that featured neurodivergent individuals and allies discussing autism acceptance, educating viewers on the importance of understanding autism from a neurodiversity-affirming perspective. These videos were simple, direct, and informational, allowing neurodivergent people to share their experiences and the importance of acceptance.
Takeaway for Brands:
Token representation often surfaces during awareness days or months, without a sustained commitment. For a brand to be truly neurodiversity-affirming, representation should be consistent and year-round, woven into the brand’s identity.
Adobe’s initiative is more than a campaign; it’s an ongoing project that includes neurodiversity hiring practices, advocacy, and community-building within the company. Adobe doesn’t limit neurodivergent representation to specific campaigns but incorporates it into their organizational practices, providing a lasting commitment to neurodivergent employees and consumers alike.
Takeaway for Brands:
Brands that champion neurodiversity-affirming representation build deeper, more genuine connections with their audiences. By moving beyond tokenism, focusing on diverse narratives, and making design and content accessible, brands can play a significant role in advancing inclusion.
Brands like Apple, Microsoft, HP, and Adobe show that representation done right isn’t just beneficial for those it directly impacts—it resonates with all consumers by promoting respect, understanding, and inclusivity. For brands looking to make a positive impact, supporting neurodiversity-affirming representation in media is not just an option; it’s a responsibility. By following these examples, brands can contribute to a world where neurodivergent individuals feel seen, valued, and represented in all their complexity and capability.