As neurodiversity becomes more broadly recognised and understood, there’s a growing need for brands, companies and institutions to take steps to accommodate neurological differences.
Neurodiversity, short for neurological diversity, is a term coined by Australian sociologist Judy Singer in the 1990s to describe differences between the way people’s brains work. While it’s often associated with autism, ADHD, dyspraxia and dyslexia, the term is designed to show that there’s no ‘correct’ way for the brain to work, while holding space for greater diversity. It’s grown to become a widely used term, with more and more people now identifying as neurodiverse.
It’s estimated that around 15-20% of the world’s population exhibit some form of neurodivergence, according to a number of studies. Yet 79% of organisations have taken no action to accommodate people with neurodiverse characteristics, according to a 2023 study by Sparta Global. This suggests a large discrepancy between peoples’ needs and the action being taken to help them, as well as a huge missed opportunity for brands and retailers to cater to those needs.
There’s a growing awareness that many characteristics frequently described as impairments are often down to environmental factors. As well as being misunderstood by neurotypical folk, these factors could also be made more comfortable for them with some simple changes.
For many people living with some form of neurodiversity, going to the shops can be an overwhelming and anxiety-provoking experience. However, there are signs of change gradually emerging, with brands and institutions beginning to introduce inclusive initiatives that make space for neurodiversity. As companies ramp up their diversity and inclusivity programmes, neurodiversity is becoming a bigger part of the conversation.
Calm retail environments
Accommodating the needs of neurodiverse people is an important step towards creating an inclusive and welcoming environment for all customers. Remember, one in five consumers have some form of neurodiversity – that’s a huge proportion of people to unknowingly put off entering your store in the first place. In other words, reducing sensory overload in stores could be a great way to boost foot traffic overall.
This doesn’t mean completely reinventing the wheel, just considering how to bring things down a notch and create sensory-friendly environments. In March 2023, the Co-op trialled quiet hours at selected major stores in the UK. Throughout the trial it focused on reducing noise and lighting distractions. In January 2023, British electrical retailer Currys introduced Quiet Hour, reducing sound levels throughout the store every weekday morning until 11am, to create a more welcoming environment for neurodiverse shoppers.
Offering clear guidance on what to expect in-store can also help. The Warmest Entrance is a Belgian retail initiative for disabled and neurodivergent customers offering a digital guide for shops to display information including level differences, lighting, toilet locations, design and acoustics.
Incorporating biophilic elements into store design can help create calming spaces that feel more relaxing and natural. Look to Braun Buffel’s Malaysia store by creative studio Spacemen, or the moss-covered mound in Glossier’s Seattle store.
Lastly, actively seeking feedback is a great way to better understand the needs of customers and how you can make space for everyone.
In the workplace
Accommodating neurodiversity in the workplace offers several advantages in attracting top talent. Neurodiverse individuals bring diverse skill sets and unique perspectives, and bringing unconventional thinking and specialised abilities into an organisation can help to increase productivity and improve problem-solving, even giving them a competitive edge. After launching its Autism at Work initiative, JPMorgan Chase found that its neurodiverse hires were on average 90-140% more productive than employees who had been with the company for five to ten years.
Companies can help to accommodate neurodiversity in the workplace by fostering conversation and helping to raise awareness of the need for greater inclusivity. In April 2023, UK mental healthcare company Onebright introduced a mental health referral service for BrewDog’s UK employees. The service allows employees to voluntarily seek assessment and diagnosis for neurodiverse conditions such as autism and Attention-deficit/Hyperactivity Disorder (ADHD). Assessments are conducted by clinical experts and therapists, following evidence-based best practices and adhering to National Institute for Health and Care Excellence (NICE) guidelines. The assessment process involves a comprehensive evaluation of symptoms, medical history and family history to determine if an individual has autism or ADHD.
For employees diagnosed with these conditions, Onebright provides guidance and information on treatment options, including Cognitive Behavioural Therapy (CBT), which has proven to be effective in managing symptoms associated with autism and ADHD. The aim is to reduce stigma and foster a supportive environment.
Going the extra mile
Other initiatives are also helping to make space for neurodiversity. Look to London concert venue Wigmore Hall, which in March 2023 announced the launch of a series of low stimulus concerts taking place throughout the year. Geared towards those who prefer a quieter environment, the performances will feature fewer announcements and use natural lighting. Noise will be kept to a minimum within the building, with hand driers in the toilets turned off and ticket holders free to leave and reenter the venue during the evening. The repertoire is specially curated to avoid pieces with sudden changes in volume.
To help dyslexic viewers get more out of subtitled foreign language TV content, French television channel Canal+ launched a specialised font adapted for dyslexic viewers. Developed together with ad agency BETC Paris and dyslexia organisation Puissance Dys, the adapted font enables viewers with dyslexia to read subtitles more easily, eliminating the need to decipher letters individually. The font features black letters with the space inside (the counterform) filled in with white. What’s more, it’s also completely readable by non-dyslexic people after a short adaptation period.
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