The neurodiverse edge: the untapped potential in creative industries

Neurodiversity celebrates the unique ways our brains work, encompassing conditions like autism, ADHD [Attention Deficit Hyperactivity Disorder], dyslexia, and more. 

Each neurodivergent person is different. If you've met one neurodivergent person, you've met one neurodivergent person...

I often remind myself that each neurodivergent person is different – if you've met one neurodivergent person, you've met one neurodivergent person. This movement, much like the #MeToo movement, challenges societal norms and advocates for acceptance and inclusion. 

The creative industries – media, advertising, marketing and fashion – are known for being forward-thinking and trend-defining. Yet, they often fall into the trap of setting trends that pigeonhole people. I’d argue this is an unintentional outcome, possibly stemming from the pressure to cluster consumers to generate fast, revenue-inducing results. 

Neurodivergent individuals often exhibit traits such as heightened sensory sensitivity, exceptional pattern recognition, and free-flowing problem-solving abilities.

It may, however, be time to break this mould and authentically assert the power of individuality. Maybe to look for those character-shaping, non-linear lived experiences and actively embrace a more inclusive approach that represents all cohorts: age groups, sexuality, socioeconomic backgrounds, cultures, neurodiversity, and disabilities. 

Diverse cognitive styles can lead to groundbreaking ideas and solutions that push the boundaries of creativity.

Neurodivergent individuals often exhibit traits such as heightened sensory sensitivity, exceptional pattern recognition, and free-flowing problem-solving abilities. 

For instance, individuals with autism may have an extraordinary attention to detail and a strong preference for routine, while those with ADHD might display high levels of creativity and the ability to think outside the box. 

An individual with ADHD might thrive in dynamic environments where quick thinking and adaptability are crucial.

Dyslexic individuals often excel in visual thinking and problem-solving, bringing fresh perspectives to creative challenges. People with Tourette's syndrome may have involuntary movements and vocalisations, yet they often possess remarkable focus and resilience.  

These traits are not ‘quirks.’ They are strengths that can drive innovation and creativity within marketing teams. For example, someone with autism might effortlessly deliver excellence in tasks requiring precision and consistency, making them invaluable in roles that demand high accuracy. 

An individual with ADHD might thrive in dynamic environments where quick thinking and adaptability are crucial. Dyslexic individuals often bring a unique perspective to problem-solving, seeing connections and patterns that others might miss. 

They do, however, come in different packages, and may sometimes be viewed as ‘weird’ behaviourally and/or ‘difficult’ to deal with.

These diverse cognitive styles can lead to groundbreaking ideas and creative solutions. 

They do, however, come in different packages, and may sometimes be viewed as ‘weird’ behaviourally and/or ‘difficult’ to deal with. Certainly not ‘normal,’ as if we hold an approved accreditation for normalcy, some type of an ISO maybe? 

For all our particularities (strengths and challenges), we, neurodivergent individuals, want to be seen and acknowledged as part of the community of consumers and citizens. We seek representation in marketing campaigns that highlight our strengths, our ways and contributions, so that we can co-create a sense of belonging. 

For instance, featuring neurodivergent individuals (there is no set ‘look,’ by the way) in advertising not only promotes inclusivity but can also resonate with a broader audience and foster deeper connections with consumers. 

A neurodivergent individual might approach a problem from a completely different angle, leading to unique, potentially groundbreaking solutions.

There's a paradox, I find, within the creative industries: while they lead in innovation, they often conform to established trends. This conformity can stifle the diversity that drives creativity. Recognising the value of neurodivergent perspectives can enhance the creative process. 

Autism is not a tragedy. Ignorance is the real tragedy.

For example, a neurodivergent individual working in advertising might approach a problem from a completely different angle, leading to groundbreaking solutions. 

Steve Silberman, author and activist, said, "Neurodiversity is the future of innovation and progress." This highlights the potential of embracing cognitive diversity. Dr. Temple Grandin, autism advocate, stated, "Autism is not a tragedy. Ignorance is the real tragedy." 

By valuing and leveraging the strengths of neurodivergent individuals, the creative industries can unlock new levels of purposeful pathways. 

Creative industries have a significant role to play in updating the convenient narrative of pigeonholing demographics to steer preferences. 

The creative industries have the power to shape societal attitudes. By embracing cognitive diversity, we can lead the way in creating a more inclusive society. This involves representing neurodivergent individuals and advocating for their inclusion within organisations. 

For instance, companies can implement flexible working arrangements, provide clear career paths, and foster supportive workplace cultures to help neurodivergent employees thrive. This can lead to higher job satisfaction, increased productivity and reduced turnover.