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Haptic: relating to the sense of touch, particularly the perception and manipulation of objects using the sense of touch.
Without any doubt, gaming and marketing came together seamlessly by 2024, as their partnership focused оn the success оf gaming.
As brands recognize the power of inclusivity, they’re also beginning to adapt their marketing strategies to resonate with neurodivergent consumers.
In a world that celebrates diversity, understanding and embracing neurodiversity is becoming increasingly important.
As brands recognize the power of inclusivity, they’re also beginning to adapt their marketing strategies to resonate with neurodivergent consumers. And with an estimated 15 to 20% of the global population identifying as neurodiverse—encompassing individuals with dyslexia, ADHD, autism, and more—brands have a unique opportunity to engage with this vibrant community.
So, let's explore in this article how companies are shifting their approaches and making strides toward a more inclusive future.
Neurodiversity is a non-medical term encompassing the wide range of cognitive differences in how individuals process information, learn, and interact with the world.
From those with dyslexia who may struggle with reading to individuals with autism who might experience sensory overload, each person's experience is unique. And this also happens with Dyspraxia, Tourette, ADHD, and Dyscalculia. Everybody’s brain is different.
Recognizing and celebrating these differences promotes empathy and can unlock new market opportunities, but most importantly, making a world a little brighter for all people. Brands that tailor their messaging to this audience can tap into an often overlooked community of consumers—potentially winning one in ten buyers.
As the conversation around neurodiversity grows, brands find innovative ways to incorporate inclusivity into their marketing strategies.
Here are four successful cases that showcase this shift:
In a groundbreaking move, Mattel introduced Bruno, the first autistic character in the beloved Thomas & Friends franchise. Developed in collaboration with the Autistic Self Advocacy Network (ASAN) and Easterseals Southern California, Bruno is more than just a toy; he represents a community that has long been underrepresented in children's programming. Christopher Keenan, senior vice president at Mattel, highlighted the thoughtful approach to creating a character that entertains, embraces, and celebrates diversity.
The National Autistic Society, a leading UK charity for autistic individuals, has partnered with brands like Hovia to create sensory-friendly products. One example is a wallpaper collection designed with calming colors to reduce visual stimulation for hypersensitive people. By prioritizing the needs of neurodivergent consumers, Hovia has demonstrated how brands can actively contribute to a more inclusive environment in homes and educational spaces.
The holiday season can be challenging for neurodivergent individuals due to changes in routine and overstimulating environments. Recognizing this, Bol Kerst brand launched a Christmas campaign that showcased the spirit of kindness and togetherness without relying on typical holiday clichés. Instead of featuring bustling dinner scenes and vibrant decorations, the campaign highlighted the importance of understanding and accommodating diverse experiences during the festive season. This thoughtful approach resonated with viewers, garnering over 1.2 million views in just two months and fostering a strong connection with the audience.
Bus Stop Films has been making waves in the film industry by teaching filmmaking to adults with disabilities and those from marginalized communities. Their approach combines education, advocacy, and creativity to change perceptions about the contributions of neurodiverse individuals. By showcasing authentic stories and diverse perspectives through film, they empower their students and enrich the media landscape with valuable narratives. Gaining support from top entertainment brands as Netflix, Panavision, and more.
To create impactful marketing campaigns that resonate with neurodivergent consumers, brands can consider the following tips:
We’re hoping each day more brands start to include neurodivergent consumers in their marketing, not just to expand their reach but to help build a more inclusive society.
By acknowledging and celebrating the different ways people think and process the world, companies can connect on a deeper level and earn the loyalty of each individual.
Embracing neurodiversity is a chance to tell richer stories, amplify voices that deserve to be heard, and create a marketplace that genuinely reflects the diversity of human experience. Together, we can shape a future that values everyone's unique strengths and perspectives.
Haptic: relating to the sense of touch, particularly the perception and manipulation of objects using the sense of touch.
Without any doubt, gaming and marketing came together seamlessly by 2024, as their partnership focused оn the success оf gaming.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
For brands, this change isn’t just a passing trend; it's a fundamental shift in how people engage online.
