The positive effect of neurodiversity in brand culture
“Neurodiversity” and “brand culture” are two terms that many people wouldn’t expect to see in the same sentence. They come from two diametrically different fields. One is in the neurological field, while the other is from the the world of marketing. Professionals in the first realm may even dismiss the second as an “airy fairy” or something similar.
However, neurodiversity has a significant influence on brand culture, as we will show you in this article.
But before explaining the connection between the two, we need to define what neurodiversity and brand culture are.
What is neurodiversity?
There is growing pressure to focus on our brain differences, not our deficits. This broader view of “normal” is integral to neurodiversity. Proponents hope the idea will broaden the way we think about developmental disorders, such as attention deficit hyperactivity disorder (ADHD).
The term “neurodiversity” describes the notion that people experience and interact with the world around them in different ways. There is no “correct” way to think, learn and behave.
Although it refers to the range of differences in an individual’s brain function, behavior and information-processing abilities, it is frequently used in relation to autism spectrum disorders (ASD), in plus other neurological or developmental conditions, such as learning disabilities.
The neurodiversity movement was born in the 1990s. Its goal was to increase the acceptance and inclusion of all people, while taking into account neurological differences.
Thanks to online platforms, more people with autism have had the opportunity to connect and form a self-advocacy movement. At the same time, Judy Singer, an Australian sociologist, coined the term neurodiversity to promote equality and acceptance of “neurological minorities”. Of our time, 1 in 3 people identify as being neurodivergentso awareness has definitely increased dramatically.
Although primarily a social justice movement, neurodiversity research and education is increasingly important in how clinicians view and treat certain neurological disabilities and conditions.
If the idea becomes mainstream, it could lead to huge changes in education and work standards. This forces individuals to take a step back so they can think more creatively about different ways to accomplish work tasks.
What is brand culture?
The definition of “brand culture” is the inherent element Brand DNA and its values that govern every brand experience, brand expression and customer interaction. It also influences employees and other business stakeholders, as well as every touchpoint.
It is the culture created and defined by the company in which employees live the core values of the brand. In doing so, they solve customer problems, formulate strategic and successful decisions, and deliver a high quality and branded customer experience externally.
A company that has a successful and well-rounded brand culture shapes future industry leaders. Its employees are emotionally and strategically engaged in every operation of the company because they are always motivated and rewarded for their efforts.
Additionally, a company that fosters a healthy brand culture has the ability to deliver on brand promises at intrinsic and extrinsic levels.
At an intrinsic level, employees are motivated by the rewards and recognition that help the brand achieve its goals. This results in the fulfillment of extrinsic brand promises to customers, suppliers, investors, sponsors and other stakeholders. The products and services offered are of high quality and the levels of customer service are top notch.
What are the brand benefits of neurodiversity?
The benefits for any brand of recruiting a neurodiverse workforce are vast and transformative. From spearheading new innovations and helping marketers achieve true diversity of thought and improving broader company culture, having a neurodiverse workforce is a good business decision.
Not only does more diversity and inclusion (which comes with neurodiversity) contribute to a more aligned society, but in terms of marketing, it allows companies to target new audiences. Plus, it allows for increased response rates with relevant messages, which helps increase results.
While neurodiversity is a topic most often discussed by HR professionals and executives striving to create strong, inclusive workplaces that thrive, creating more accessible marketing programs that thrive is also very important. cater to a wider range of audiences (specifically, in this case, neurodiversity).
When you deliver quality marketing for neurodiverse people, you’ll see the news spread like wildfire on social media. As a result, this audience will do the marketing for you as there are currently only a few marketers making the effort to be more accessible. Plus, there’s a multiplier for marketers because it’s not just about connecting with the neurodiverse community, but also with their families and supporters.
Connect with the Neurodiverse community
The challenge of reaching this market is that there are so few studies or research that estimate the size of the market in the first place. So when you can’t figure out how many people there are, it’s pretty easy to ignore. However, that doesn’t mean they don’t exist. As we mentioned, 1 in 3 people identify as neurodivergent, so that’s a good place to start.
The key to engaging with this rich community is content creation which is accessible. If they don’t consider accessibility, marketers and brand managers will create barriers that prevent people from understanding or engaging with their brand.
Have your message created in all the different formats and make sure everyone can understand it in the format they prefer. Augment storytelling with technology. Include lots of visuals with texts and publish content in video and audio formats. Implement “best practice guidelines” for accessibility. For visually dominated media such as social media, it’s as simple as including text descriptions and captions. You can use YouTube video transcripts where possible and make a rule to include alt text for all inline images.
Marketers need to figure out who they want to represent in materials. Visible representation in marketing goes a long way toward boost your return on investment. Make a lot more effort to seek out and reach out to neurodivergent voices and give them the opportunity to speak for themselves.
Neurodiversity makes brand culture more diverse and interesting. Brand culture is no longer a one-size-fits-all approach. Having a neurodiverse mindset adds more depth and speaks to people the way they want to be spoken to.