Improve your campaigns with neurodiverse marketing best practices
Inclusive Marketing that Accounts for Neurological differences
Practical Tips for Inclusive Marketing
LondonSEO XL speaker guest post: Myriam Jessier & Giulia Panozzo
Marketing campaigns hyperfocus on market segmentation and personas…heavily biassed towards neurotypical people. Understanding how different folks in your consumer base process information is eye-opening. It makes for more inclusive content and effective campaigns. Neurodiversity, which includes conditions like ADHD, dyslexia, autism, dyspraxia, dyscalculia, and Tourette’s syndrome, profoundly affects how individuals interact with marketing content.
An untapped market
Neurodivergent people make up a substantial portion of the population, estimated at around 15-20%. That’s not a missed opportunity, that’s what we call an untapped market. This includes:
- Approximately 10% with dyslexia
- 6% with dyspraxia
- 5% with ADHD
- 1-2% with autism
Despite their significant purchasing power and unique perspectives, many brands fail to adequately address the neurodivergent community. Research has shown that many in the marketing industry themselves exhibit neurodivergent traits, highlighting a potential affinity with neurodivergent thinking. However, there’s a pressing need to more effectively target neurodivergent audiences.
Inclusive marketing that accounts for neurological differences
Clear and direct communication
Neurodivergent people often appreciate straightforward, unambiguous communication. Simplified messaging can significantly enhance inclusivity and engagement. This approach not only helps neurodiverse people but also makes marketing messages clearer for wider audiences, improving overall effectiveness and reducing cognitive load.
Chunking information
Given that short-term memory typically holds between 5-9 pieces of information, breaking content into smaller, manageable chunks can aid retention and comprehension. Chunking ensures that information is presented in a way that is easier to process, making your content more accessible and engaging to a broader audience.
Visual design
Visual content and high-contrast designs are particularly beneficial for neurodivergent audiences, especially those with ADHD. These elements make content more engaging and accessible, enhancing user experience and helping to maintain attention.
Flexible personalisation
While personalisation is often effective, it can sometimes overwhelm individuals with ADHD who frequently switch topics. Flexible content strategies that adapt to varying interests are therefore crucial. This flexibility ensures that marketing content remains relevant and engaging, accommodating the diverse ways individuals interact with information.
Interactive elements
Incorporating interactive features such as polls, quizzes, and surveys can foster engagement by involving neurodivergent people in the marketing process. Interactive content can make the experience more enjoyable and provide valuable feedback, improving the effectiveness of marketing campaigns.
Practical tips for inclusive marketing
Emphasise clarity
Eliminate obscure language and ensure each word serves a purpose. This reduces cognitive load and improves message clarity, making your marketing materials more effective for everyone, including neurodivergent people.
Review for simplicity
Avoid figurative language and overly emotional appeals that might be misinterpreted. Focus on factual, straightforward statements. Clear and simple messaging improves understanding and makes your marketing more effective.
Design for accessibility
Utilise accessible fonts like Roboto, Open Sans, or Verdana, which are easier to read. Ensure your design is high-contrast and clutter-free. Accessible designs help create a more inclusive experience, enhancing readability and engagement.
Detail and transparency
Provide comprehensive product specifications, user-generated content, and verified reviews. Transparency about costs and shipping is essential to build trust. Clear and detailed information helps consumers make informed decisions, fostering trust and increasing customer satisfaction.
Example: Wollices prioritises essential product details, including incredible doggie glamour shots. Here’s a preview:
Our Colby onesie in cream and grey is designed to keep your dog covered and cosy from head to toe whether they’re out and about or lounging around.
- Practical in autumn and winter
- Soft, warm, water-repellent, and breathable
- Perfect for pyjamas or wearing out when it’s not wet
- Suitable for whippets, iggys, greyhounds and other sighthounds
Also available in mocha, chocolate, lime, black and grey.
Addressing challenges for neurodiverse consumers
Sensory differences
To avoid overwhelming neurodivergent people, minimise flashy animations and loud sounds. Ensure all multimedia content is accessible, with features like closed captions. Sensory-friendly designs help create a more comfortable and inclusive experience for all users.
Sensory-friendly designs tips
Simplify your marketing materials to cater to sensory sensitivities. Use clear headings, bullet points, and concise language. These practices help create a more inclusive environment and effective marketing strategy.
Example: Wollices avoids using flashy animations on their website, creating a calm and welcoming environment for all users. Check out the site to see what we mean. Bonus, some of these items are dopamine dressing for your dog!
Simplified information processing
Neurodivergent people often struggle with information overload. Structured and clear content hierarchies help manage this, making it easier for them to navigate and understand the material. Simplified information processing techniques improve the overall user experience and effectiveness of your marketing.
Prioritization and navigation tips
Highlight the most crucial information and create clear screen layouts to guide users through your content. Prioritising and organising information effectively enhances user experience and engagement.
Example: Wollices structures their website content with clear headings and concise sections, aiding users in finding and understanding information quickly. It’s easy to do when you are an experienced SEO.
Exclusive e-commerce study: Neurodiverse perspectives vs neurotypical perspectives
“Good marketing is about engaging with people in the way that they want you to.” – Rachel Worsley, Neurodiversity Media CEO
Diverse minds bring diverse strengths, and integrating this into your marketing can lead to richer, more effective campaigns. To prepare for the LondonXL conference, we conducted an in-depth study to understand the impact of inclusive marketing on neurodiverse audiences. The study is still ongoing and we would love it if you could participate. If you participate in the study, you will see the results once the survey is completed. Our research aims to identify best practices and strategies that resonate with neurodivergent people and enhance their engagement with digital content.
Key findings:
- Visual content: High-contrast designs and clear visual aids significantly improve engagement and retention among neurodivergent audiences.
- Interactive elements: Incorporating interactive features such as polls and quizzes helps involve neurodiverse individuals in the marketing process, making it more enjoyable and effective.
- Accessible designs: Utilising accessible fonts and creating clutter-free, high-contrast designs make content more readable and engaging.
- Clear communication: Simplifying messages and using straightforward language enhances comprehension and reduces cognitive load for neurodivergent people.
- Sensory-friendly approach: Minimising flashy animations and loud sounds creates a more comfortable experience for individuals with sensory sensitivities.
Methodology:
Our study included surveys, focus groups, and usability testing with a diverse group of neurodivergent participants. We analysed their interactions with various digital communications and marketing materials to identify pain points and preferences. The findings were used to develop actionable insights and guidelines for creating truly inclusive content.
Conclusion
Our research underscores the importance of adopting an inclusive approach to marketing. By understanding and addressing the unique needs of neurodiverse audiences, brands can not only enhance engagement and loyalty but also tap into a significant and often overlooked market. Implementing these best practices can lead to more effective marketing strategies and a better overall user experience.
Download the Neurodiverse-Friendly Marketing Checklist
To aid your efforts in creating inclusive marketing strategies, download this ND marketing checklist. It offers practical steps and considerations to ensure your marketing campaigns are accessible and engaging for neurodivergent audiences.
Link to the slides: LondonSEO XL: Beyond the Norm: Navigating Neurodiversity in search
References
- Baron-Cohen, S. (2017). Editorial Perspective: Neurodiversity – a revolutionary concept for autism and psychiatry. Journal of Child Psychology and Psychiatry, 58(6), 744-747. Link
- Hamilton & Petty. (2023). Compassionate Pedagogy and Neurodiversity in Education. Link
- El-Deeb. (2023). Illustrates the potential benefits of embracing neurodiversity in the software industry. Link
- Seeking Web-Based Information About Attention Deficit Hyperactivity Disorder: Where, What, and When. Link
- Universal Design in Education: Principles and Applications. Link