Marketers, Meet Neurodiversity

The Growing Market for Unique Perspectives

7.3 million students in the US between the ages of 5-18 are eligible for special education services. According to the U.S. Department of Education, that’s 15% of all public school students.

This number doesn’t include the millions undiagnosed, awaiting an IEP, or learning in an alternative setting such as private, homeschool, or ‘other.’

It doesn’t include generations of adults with diagnosed, undiagnosed, or yet-to-be-discovered disabilities.

So, what does this mean for marketers?

Neurodiversity as a Marketing Lens

Marketers can apply a neurodiverse lens to their messaging.

Seek out different perspectives, look for angles that aren’t obvious, and test word choice. Voice of the Customer (VoC), focus groups, and candid discussions with customers on needs and wants to understand how your product fits into their lives.

Is your language resonating? Messaging clear? Are you overlooking a design flaw or accessibility issue? Is there an alternate use that could support innovation?

Applying a neurodiverse lens can open up new doors well beyond a few new customers.

Say No to Neurowashing

You’ve read the first two-thirds of this meandering blog post. You wonder if your marketing needs some buzzwords du jour.

Please stop, take a breath, and truly think about how you will deliver on those words.

As a parent and a writer navigating neuroaffirming language, the buzzword I hate the most is ‘inclusion.’

It sounds great on paper.

On paper.

Inclusion can mean anything to anyone. There is no universal way to implement or measure it.

Inclusion as a marketing term is like a gremlin eating after midnight. The word multiplies until chaos ensues.

Try navigating camp brochures in 2024. Every single one says ‘inclusion’ and ‘accessibility.’ But, only a few have the staffing, training, and infrastructure to support the wide range of needs implied.

Marketing through a neurodiverse lens comes with responsibility. If you don’t understand or can’t deliver don’t advertise it.

"You keep using that word. I do not think it means what you think it means.” ― William Goldman, The Princess Bride

Please test your product, service, and language with the intended customer. Not an ‘expert’ in the field or an advocate. Find a truly neurospicy friend or community and have them tell you what they think you are offering. The answer may not be what you expect.

Of course, in the spirit of diversity, if you have one neurospicy opinion, then you have one neurospicy opinion. Extend your understanding by listening and empathizing with a variety of voices.