New research areas emphasize positive approaches to neurodiversity giving businesses and brands the opportunity to leverage and nurture unique spectrum strengths.
Globally, around 1 in 7 people are estimated to be neurodivergent (ND; 1), with increasing diagnoses rates driven by heightened awareness, refined diagnostic tools, and broader diagnostic criteria. For autism, recent data indicates that about 1 in 36 children in the United States is identified with Autism Spectrum Condition (ASC; 2). Similarly, ADHD affects about 11.4% of children aged 3–17 years in the U.S (3). With neurodiversity set to be the next frontier for inclusivity, the latest research areas emphasize strengths-based approaches to understanding and supporting individuals with conditions such as ASC, ADHD, dyslexia, and other neurodevelopmental variations. This post gives an overview of the key research areas and the opportunities for business and brands not only to incorporate ND friendly innovations but to leverage unique profile strengths.
"1.6 Billion people (15-20%) out of 8.1 Billion people are neurodiverse"
(source: British Medical Bulletin)
Advances in Sensory-Friendly Design
Research into sensory experiences is fueling innovations in product and environmental design to reduce overstimulation. Recent advancements in sensory-friendly design emphasise creating environments that accommodate individuals with sensory sensitivities, promoting inclusivity and comfort.
Digital and Retail Environments: Websites and stores have begun adopting sensory-friendly designs, such as low-stimulation layouts, accessible navigation aids, and subdued colours and sounds. Retail spaces increasingly include quiet shopping hours and adaptive environments, with stores such as Microsoft and Target adopting sensory-friendly hours with dimmed lighting and reduced noise.
Hospitality Spaces: Hotels have implemented sensory-friendly features, such as rooms with dimmable lighting, noise-dampening walls, and calming scents like lavender to ease overstimulation and improve relaxation. Such designs also include quiet zones for guests needing a break from high-stimulation environments.
Product Design: Mainstream adoption of neurodiverse supportive garments such as compression and weighted clothing, like Champions weighted hoody and Comfa t-shirt incorporating sensory-friendly details and a built-in fidget toy
Neurodiversity -Aware Media
While there have been advances in representing neurodiversity in mainstream media, popular shows like Atypical, Big Bang Theory and The Good Doctor have received criticism for furthering autistic tropes of aloof, unreasonable, and unrelatable characters. A lack of diversity within representations is also a significant issue; as well as not reflecting the full spectrum and nuances of autistic traits, most characters depicted as neurodivergent in popular culture are white, cisgender, and heterosexual.
The Korean TV show Extraordinary Attorney Woo features a neurodivergent character in the lead role. Woo Young-woo, an autistic attorney, is celebrated for her exceptional memory and unique approach to legal challenges. The show has been lauded for sensitively addressing autism and showcasing both its challenges and strengths.
The TV comedy-drama series Everything's Gonna Be Okay features a young autistic woman named Matilda, played by Kayla Cromer. The show portrays Matilda as a multidimensional character with hopes, struggles, and aspirations beyond her diagnosis. It has been praised for its authentic and respectful depiction of autism, avoiding clichéd stereotypes, and casting an autistic actress in the role.
In addition to reflecting neurodiversity on screen, streaming services have enormous opportunities to curate content for neurodiverse audiences. Personalised recommendations for neurodiverse audiences could highlight pacing, visual contrast, or story themes. Gaming companies, too, could design gameplay with neurodiverse mechanics for inclusivity, such as sensory-friendly options. Autcraft is a good example of this. Founded in 2013, Autcraft was the first Minecraft server created with neurodiversity in mind. In 2023 it celebrated having over 17,000 members.
Growing Awareness of Intersectionality
Research is also starting to acknowledge the intersectionality of neurodiversity with race, gender, and socioeconomic status.
A joint paper published in September 2024 by researchers from the Universities of Reading, Greenwich and Penn State suggests that current research focuses too heavily on US and UK knowledge generation into neurodiversity, ignoring the global majority. The paper calls for a more nuanced understanding of neurodiversity that is ‘situated at the intersection of racism, ableism, White supremacy, colonialism, imperialism, patriarchy, capitalism, and other marginalising forces’.
A 2023 survey by Neurodiversity in Business (NiB) revealed that intersectional factors, such as gender and neurodivergence, require unique workplace strategies. Cisgender women and non-binary neurodivergent employees reported lower well-being scores, prompting organisations to implement specific well-being programs and peer networks.
According to NiB, intersectional advocacy is growing, with an increased opportunity for more inclusive tools and policies. They suggest resources designed for neurodiversity should also address diverse cultural and economic challenges, like accessible diagnostics and bilingual tools.
Personalization Through AI and Tech
While a lot of AI driven tools offer personalised recommondations that can be tailored to support ND users, some apps are developing interventions specific developed for the ND market. research is focusing on how technology can bridge gaps in the workplace, from neurodiverse hiring programs to assistive tools for daily productivity.
Hiring Platforms: Companies like Neurodiversity Works are creating AI-driven resume assessment and job-matching tools that value ND talents.
CogniFit offers a variety of cognitive training and learning activities tailored to individual needs, including specific tools for those with ADHD and dyslexia.
Calm: In 2023 Calm introduced a series of guided meditations to support users with ADHD.
These structured mindfulness programs are aimed at managing sensory overload and include tools to assist with emotional regulation. Calm also offers tailored experiences, such as simplified navigation and customisable soundscapes, supporting ND users to reduce the risks of overstimulation.
Dyslexia Gold uses gamification to target specific learning difficulties associated with dyslexia, such as phonics, spelling, and reading fluency. Its programs, like "Fluency Builder" and "Engaging Eyes," are tailored to address challenges in phonological awareness and visual processing, helping learners improve through interactive, game-like activities.
Wearable Devices for Real-Time Feedback
Wearable tech that tracks sensory and emotional data is being trialed to help neurodivergent individuals manage sensory overload in real-time. Wearables that monitor physiological markers (like heart rate, skin conductance) can provide real-time feedback to help with sensory or emotional regulation.
Oura Ring in Clinical Trials: The Oura Ring, a sleek wearable designed to track physiological metrics such as heart rate variability and skin temperature, has been adapted for clinical trials targeting neurodivergent populations. Its ability to provide real-time feedback on stress levels makes it an effective tool for managing sensory overload. Current trials are exploring its application in both autism and ADHD management, as part of broader efforts to develop data-driven approaches to sensory regulation.
Mightier is a biofeedback-based app designed for children with autism or ADHD to help regulate their emotions. It uses engaging video games paired with a heart rate monitor to teach calming strategies, offering an interactive way to develop self-regulation skills over time.
In conclusion, neurodiversity research is continuing to redefine how products, services, and systems are designed, creating more equitable, inclusive, and empowering solutions for neurodiverse individuals. The growing focus on leveraging strengths rather than fixing 'deficits' marks a profound shift benefiting consumers and society as a whole.
Resources
Support for neurodiversity. (2024, March 6). The University of Edinburgh. https://equality-diversity.ed.ac.uk/disabled-staff-support/neurodiversity-support
Autism spectrum disorder (ASD). (2023, December 8). Autism Spectrum Disorder (ASD). https://www.cdc.gov/autism/index.html
Data and statistics on ADHD. (2024, November 19). Attention-Deficit / Hyperactivity Disorder (ADHD). https://www.cdc.gov/adhd/data/index.html