Inclusive Communications for Neurodivergent Audiences

As we mark Neurodiversity Celebration Week, it’s important to consider how we as communicators can calibrate our strategies and tactics accordingly. 

Whether it’s creating an internal communications campaign to catalyze employee adoption for a new policy or devising an external branding campaign to increase market share, reaching cognitively diverse audiences has become imperative.

Embracing Cognitive Differences 

Neurodiversity remains one of the most overlooked aspects of workplace inclusion and is an area where communicators can have tremendous impact.

According to an article in  Diversity.com, “Why Inclusive Workplaces Must Embrace Cognitive Differences,” neurodivergent individuals—those with ADHD, autism, dyslexia, dyspraxia, and other cognitive differences—bring unique strengths to the workplace, yet many face systemic barriers, bias, and stigma that can deter their career progression. Unfortunately, many employees choose not to disclose this for fear of being misunderstood or discriminated against.

In fact, the article goes on to describe how neurodivergent employees outperform their neurotypical peers in areas of problem-solving, pattern recognition and innovation. 

Keeping this in mind, corporate communicators must adapt their messaging so it can be received and understood by internal stakeholders who have varying cognitive learning styles.

The Neurodiversity Training Institute shares additional insights for effective internal communication strategies with neurodivergent employees in its article “Neurodiversity at Work: 10 Key Strategies for Neuro-Inclusive Meetings.”

Intentional Marketing Strategies 

Adriana Lacy Consulting explains that as brands begin to understand the value of inclusive communications, they’re also being more intentional about deploying marketing strategies that resonate with neurodivergent consumers. The firm reported that an estimated 15 to 20% of the global population identify as neurodiverse and emphasized that marketers have a unique opportunity to engage with this vibrant community.

In the article, the firm emphasized that empathy for varying cognitive learning abilities is a key differentiator for marketing that can unlock opportunities with individuals who process, learn and interact with the world in their own unique way. 

A Paradigm Shift 

Many of the world’s leading brands are incorporating neurodivergent perspectives into their campaigns to differentiate from their competitors and reach a broader audience. Hasin Hamza writes in the article “Think Different, Brand Better: Neurodiversity’s Impact on Brand Creativity” that “the embrace of neurodiversity is not just a nod to inclusivity, it’s a masterstroke.” Hamza lauds Proctor & Gamble as a “beacon of neurodiversity in action” for championing a Neurodiversity Program designed to actively recruit neurodivergent talent. As a result, the brand has also successfully enhanced its creative processes and ultimately produced genuine, impactful narratives in its marketing campaigns.

Andy Cracknell, a Senior Creative with Be Seen Media writes in his LinkedIn article “Are Marketers Truly Considering Neurodiversity in Their Strategies?” that accessibility in marketing goes beyond compliance standards. He gives examples of brands who are effectively reaching neurodivergent audiences such as Mattel’s Bruno the Brake Car in Thomas & Friends, the first autistic character in the series. Also mentioned are Lego’s Sensory-Inclusive Retail Spaces, which foster a comfortable and more engaging shopping experience, as well as Sensodyne’s “Sensory Overload” documentary which increases awareness and offers solutions for those who struggle with overstimulation. 

Digital Marketing 

It’s estimated that over 97% of websites do not comply with existing guidelines for digital accessibility. The Web Content Accessibility Guidelines (WCAG), which were introduced in 1999 and primarily focus on visually challenged individuals or those who need accommodations when searching online, have expanded to include creating more accessible web content for audiences with unique cognitive learning styles. In the article “Best Ways To Make Sure Your Digital Learning Marketing Strategies are Neuro-Diversity Friendly,” Ari Vivekanandarajah suggests that simple messaging that is “punchy and direct” is preferred over abstract phrases and analogies. He also shares that writing in an active rather than passive voice will minimize confusion or misinterpretation. 

Ari also advises that storytelling should have a logical format, broken down into digestible chunks of information. AI tools like ChatGPT, Grammarly and Hemingway can help ensure content is reader-friendly.

Cohesive color schemes can also be effective visual tools for digital marketing. For example, Ari explains that using pastel shades in blog content, social media posts and landing pages can make content less overwhelming. Key aspects for viewer accessibility also include user control for brightness, contrast and audio as well as transcription features. Font options can make content more legible and clearer for users with dyslexia.

Moving Toward a More Inclusive Future

As marketing and communications professionals, we have a responsibility to ensure that our messaging is accessible, engaging, and inclusive for all audiences—including those who are neurodivergent. By embracing cognitive diversity in our internal and external communications strategies, we can foster greater inclusion, unlock new market opportunities, and build deeper connections with consumers and employees alike.

The brands leading the way in neuro-inclusive marketing prove that this is more than just an ethical imperative—it’s a strategic advantage. 

By prioritizing accessibility, clarity, and empathy in our messaging, we not only enhance our impact but also contribute to a more inclusive and innovative future for all.

About the Author: Heather Wilson is a senior marketing communications consultant with over 25 years of experience working with multinational companies, agencies and non profit organizations. She has a personal connection to understanding how to effectively communicate with neurodivergent audiences.