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Writer's pictureMyriam Jessier
Jun 125 min read

Neurodiverse Marketing Strategies & Best Practices

Updated: Jul 20

Marketing strategies typically focus on market segmentation, consumer behavior analysis, and targeted messaging. However, a critical yet often underappreciated aspect is how diverse audiences process information. Neurodiversity is an umbrella term which includes conditions such as ADHD, dyslexia, autism, dyspraxia, dyscalculia, and Tourette's syndrome, significantly influencing how individuals engage with marketing content.


Understanding different cognitive styles leads to better engagement approaches, making marketing more accessible and impactful. Inclusive strategies benefit not only neurodivergent individuals but also enhance overall engagement and loyalty. Additionally, the unique skills and perspectives neurodivergent individuals bring can enrich marketing efforts.

Neurodivergence* is a non-medical umbrella term for people who fall on a spectrum of atypical mental function.

This list is by no means exhaustive and it may be updated regularly to include more best practices. If you would like to provide more valuable content you feel should be featured here, do not hesitate to contact us.


The neurodiverse consumer: a market in need of strategic attention

Neurodiverse individuals represent a significant portion of the population—about 15-20%. This includes 10% with dyslexia, 6% with dyspraxia, 5% with ADHD, and 1-2% with autism​​. Despite this, many brands overlook the neurodiverse community, missing out on their considerable buying power and unique perspectives.


In the UK, 15-20% of the population is neurodivergent, with thinking and learning styles that differ from what’s considered typical. Other stats from this article:

  • ~8% of people in the UK are thought to have ADHD.

  • ~10% of people in the UK are thought to have dyslexia.

  • ~8% of people in the UK are thought to have dyspraxia.

  • ~6% of people in the UK are thought to have dyscalculia.

  • ~1% of people in the UK are thought to have an autistic spectrum condition.

  • ~1% of people in the UK are thought to have Tourette's syndrome.


Other general stats are available at https://gitnux.org/neurodiversity-in-society-statistics/ 


Despite the size and buying power of the neurodiverse community, marketing strategies often overlook this segment. A study found that a whopping 77% of those in the marketing industry display four or more ADHD symptoms. It seems like neurodiverse brains do make for good marketing campaigns. Let's take that one step further though...

This is what you should keep in mind

Inclusivity in marketing means creating content that acknowledges and accommodates the diverse ways neurodivergent people perceive and process information. It involves designing marketing strategies that are accessible and engaging to everyone, regardless of their neurological makeup.


  1. Communication styles: Neurodiverse individuals often prefer clear, concise communication. Simplifying marketing messages enhances inclusivity and accessibility​​.

  2. Chunking and content presentation: On average, short-term memory can hold between 5-9 pieces of information. Chunking information ensures it is manageable and easier to retain​​.

  3. Visual aids: Neurodiverse audiences, especially those with ADHD, benefit from visual aids and clear, high-contrast designs. This makes content more accessible and engaging​​.

  4. Personalization is not always good: Personalized results might not always be helpful for individuals with ADHD, as they tend to switch topics frequently. Therefore, adaptive and flexible content strategies are essential​​.

  5. Interactive content: Engagement through polls, quizzes, and surveys can be effective. This involves neurodivergent individuals in the conversation and makes the experience more interactive and enjoyable​​.


Actionable & inclusive marketing tips 101

Inclusive marketing should adhere to principles of clarity, simplicity, and accessibility. This includes using language that is straightforward and avoiding complex metaphors that might be misunderstood by individuals with certain neurodivergent conditions. Great, so how do you get started?


  1. Always aim for clear and concise messaging: Avoid fluff and ensure every word is necessary. Direct communication helps in reducing cognitive load​​.

  2. Opt for accessible content design: Use sans-serif fonts like Roboto, Open Sans, or Verdana for better readability. High contrast and clean design are crucial​​. Pick whatever font works, just make sure that it does!

  3. Get specific when it matters: Provide detailed specifications, user-generated content (UGC) shots, and verified reviews to help neurodiverse individuals make informed decisions​​.

  4. Provide transparent and accurate information: Ensure all information, especially regarding costs and shipping, is accurate and reliable. Inconsistencies can lead to mistrust​​.

  5. Craft engaging media: Add captions to videos and create content that accommodates various learning styles. This improves accessibility and ensures the message reaches a broader audience​​.


Challenges ND consumers face

Neurodivergent individuals often face unique challenges when interacting with traditional marketing materials. These challenges include sensory sensitivities to flashy animations and loud noises, difficulties with text-heavy content due to conditions like dyslexia, and struggles with figurative language commonly found in advertising due to autism. Addressing these challenges is not only beneficial for inclusivity but also enhances the effectiveness of marketing campaigns.


  • Sensory sensitivies: Design marketing materials that are sensory-friendly to avoid overwhelming neurodivergent individuals with sensory sensitivities. This includes minimizing flashy animations and loud noises, and ensuring all multimedia content is accessible, such as including closed captions for videos.

  • Information processing: Neurodivergent individuals can struggle with information overload and lack of clear hierarchy in content. A study by Jakob Nielsen on web usability states, "People with ADHD may find it challenging to scan pages quickly due to the extra cognitive load caused by visual clutter and unnecessary punctuation." Nielsen Norman Group.

  • Response times, ADHD & Autism: A 2017 study in the Journal of Attention Disorders, shows that children with ADHD exhibit high variability and impulsivity in their response times, leading to a mix of fast and slow reactions, while children with autism tend to have slower but more consistent responses due to their detailed and thorough information processing approach. These kids grow up to be adults who are very sensitive to page load times (ADHD) and very specific about information architecture, site navigation and other web design conventions. It also underscores the need for clear and structured marketing materials to avoid overwhelming both of these types of neurodivergent consumers.


Actionable & inclusive marketing tips 201


  • Design your website and marketing materials with sensory sensitivities in mind.

  • Simplify your website and marketing materials.

  • Use clear headings, bullet points, and concise language to make information easier to process.

  • Prioritize the most important information and create a clear path for navigation.

  • Review your marketing messages for clarity and simplicity. Avoid figurative language and emotional appeals that might be misinterpreted. Focus on clear, factual statements that directly convey your message.


Download the neurodiverse-friendly marketing checklist

To support your efforts in creating inclusive marketing strategies, download this ND-friendly marketing checklist created by Giulia Panozzo, an ex-neuroscientist turned marketer and Myriam Jessier for a talk on the topic given in London. We are making it available here as well so that more people may enjoy it. This checklist provides practical steps and considerations to ensure your marketing efforts are accessible and engaging for neurodiverse audiences.


Simply good marketing

Good marketing is about engaging with people in the way that they want you to. - Rachel Worsley, Neurodiversity Media CEO

Embracing neurodiversity in marketing is not just about inclusivity; it's also about tapping into a significant and often overlooked market. By implementing these best practices, you can create a more inclusive, engaging, and effective marketing strategy that resonates with neurodiverse individuals. Remember, great minds don't think alike, and that's something to celebrate and incorporate into your marketing efforts.


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