The Double Empathy Problem and Why It Matters in Marketing

In recent years, the concept of the double empathy problem has gained attention, particularly in discussions about neurodivergence. Coined by Dr. Damian Milton, the double empathy problem highlights the challenges in mutual understanding between neurodivergent and neurotypical individuals. Rather than attributing communication difficulties solely to neurodivergent individuals, this theory underscores that both parties may struggle to grasp each other’s perspectives.

For marketers, this concept is particularly significant. Traditional marketing often assumes a neurotypical audience, potentially overlooking the unique needs, preferences, and values of neurodivergent people. By acknowledging the double empathy problem, brands can create campaigns, products, and messaging that resonate more deeply with neurodivergent consumers while fostering inclusivity.

What Is the Double Empathy Problem?

The double empathy problem challenges the notion that neurodivergent individuals inherently lack social or communication skills (a perspective often tied to outdated stereotypes). Instead, it posits that:

1. Neurodivergent and neurotypical people may experience and interpret the world differently.
2. These differences can lead to mutual misunderstandings, as each group struggles to empathize with the other’s perspective.

For example, a neurodivergent person may communicate directly and value straightforwardness, while a neurotypical person may expect implied meaning or social nuance. Neither approach is “wrong,” but the mismatch in expectations creates a disconnect.

Why It Matters in Marketing

In marketing, assumptions about how people think, feel, and make decisions often reflect a neurotypical worldview. This can inadvertently exclude neurodivergent audiences or fail to address their unique needs.

1. Communication Styles

Neurodivergent individuals may prefer clear, unambiguous messaging. Marketing that relies on vague or overly metaphorical language can create barriers.

• Example: A neurodivergent person might prefer straightforward instructions like “Buy One, Get One Free” over playful or abstract phrasing like “Snag the deal of the season!”

2. Sensory Considerations

Many neurodivergent individuals experience heightened sensitivity to stimuli such as bright lights, loud sounds, or busy visuals. Marketing campaigns that rely on high-intensity sensory elements could alienate this audience.

• Example: Flashy video ads with strobe effects or loud audio might overwhelm neurodivergent viewers. Instead, sensory-friendly campaigns with adjustable settings can be more inclusive.

3. Assumptions About Decision-Making

Traditional marketing often appeals to impulse buying or FOMO (fear of missing out). However, neurodivergent individuals may value logical, detailed explanations over emotional appeals.

• Example: Instead of focusing solely on urgency (“Buy now before it’s gone!”), provide clear information about the product’s value, functionality, and long-term benefits.

Applying the Double Empathy Problem to Marketing

Let's bring this into our context.

1. Understand the Neurodivergent Perspective

Work with neurodivergent individuals to gain firsthand insights into their preferences and needs. This aligns with inclusive practices and ensures your campaigns are grounded in authenticity.

• Tip: Partner with organizations like the Autistic Self Advocacy Network (ASAN) or Autism Society of America to co-create campaigns and receive feedback on messaging.

2. Create Sensory-Friendly Campaigns

Design content that accounts for sensory sensitivities. This includes offering adjustable settings, avoiding overwhelming visuals, and using softer color palettes.

• Example: Streaming platforms like Netflix offer sensory-friendly content for children and adults with autism. Consider adopting similar practices in your product ads.

3. Prioritize Clarity and Transparency

Clear communication benefits everyone, but it’s particularly important for neurodivergent audiences who may find ambiguity frustrating.

• Do: Use concise, factual descriptions in product listings.
• Don’t: Over-rely on social cues, inside jokes, or implied meanings in your messaging.

4. Offer Customizable Experiences

Neurodivergent consumers often value personalized or customizable options that allow them to adapt products or services to their needs.

• Example: A clothing brand could include tags that are easy to remove, addressing common sensory sensitivities among autistic individuals. Highlight these features in your marketing materials to demonstrate thoughtfulness.

5. Build Long-Term Trust

The double empathy problem emphasizes mutual understanding, which requires effort and consistency. Demonstrate your brand’s commitment to neurodivergent audiences by building long-term relationships rather than launching one-off initiatives.

• Example: Microsoft’s Neurodiversity Hiring Program highlights the company’s ongoing support for neurodivergent professionals, strengthening trust in its brand.

Examples of Inclusive Marketing for Neurodivergent Audiences

here are a few examples of huge organizations that have made an effort to connect with atypical buyers.

1. Lego’s Braille Bricks

Lego developed Braille Bricks to make its products accessible to blind and visually impaired children. While not specific to neurodivergence, this campaign showcased the brand’s commitment to inclusivity. Marketing materials were clear, educational, and empathetic, reflecting diverse perspectives.

2. Target’s Sensory-Friendly Clothing Line

Target introduced a line of sensory-friendly clothing for children and adults, featuring soft fabrics, flat seams, and no tags. Their marketing highlighted these practical features in straightforward language, resonating with neurodivergent families.

3. AMC Theatres’ Sensory-Friendly Movie Showings

AMC partnered with autism organizations to offer sensory-friendly screenings, reducing volume and dimming lights for a more comfortable experience. Their marketing explicitly mentioned these adjustments, ensuring accessibility for neurodivergent audiences.

Overcoming Challenges in Marketing to Neurodivergent Audiences

Is this super easy? No. 

1. Avoid Stereotypes

Portray neurodivergent individuals as multi-dimensional people rather than relying on outdated clichés or “inspirational” tropes.

• Tip: Work with neurodivergent consultants or spokespeople to create authentic representations.

2. Combat the “One-Size-Fits-All” Mentality

The neurodivergent community is diverse, encompassing a wide range of preferences and needs. Tailor campaigns to reflect this diversity.

3. Educate Your Team

Invest in neurodiversity training for your marketing team to ensure campaigns are inclusive and respectful.

Building Bridges Through Empathy

The double empathy problem reminds us that effective marketing is a two-way street. By acknowledging the differences in communication styles, preferences, and needs between neurodivergent and neurotypical audiences, marketers can create campaigns that resonate deeply while fostering mutual understanding.

Inclusive marketing isn’t just good ethics—it’s good business. Brands that embrace these principles can build trust, expand their reach, and drive meaningful change in the marketplace. Through thoughtful collaboration, sensory-friendly design, and authentic representation, marketers can connect with neurodivergent audiences in ways that are both impactful and empowering.