Neurodiverse audiences: finding brands through a d.fferent lens

It’s estimated that 22% of the UK’s population is considered neurodiverse, but this percentage doesn’t feel well reflected in the way brands communicate. It’s not just a missed opportunity for brands, but an area that researchers need to try to understand more. Tom Richer shares a case study exploring the relationship between neurodiverse consumers and brands, as well as his powerful lived experience of the highs, lows, and everything in between.

Brands often don’t communicate particularly well with neurodiverse consumers. This community seems consistently overlooked in research, too. Given the fact that 22% of the UK’s population is considered neurodiverse, this seems a huge wasted opportunity.

Tom Richer from d.fferentology shares insights from the findings of a d.fferentology project exploring the relationship between neurodiverse consumers and brands, using mixed methods. Which brands are communicating inclusively, and doing a good job of aiding customers? What are the areas for improvement? He suggests a fresh approach to speaking with and understanding the neurodiverse community and how they may engage with brands.

This webinar has a powerful personal context, too. Tom has lived experience of how this issue affects brand engagement as his brother Jack is neurodiverse. Tom is also founder of The Bridge Between, an initiative that aims to be a resource of information for neurodiverse siblings. He believes his experience as a neuroverse sibling/carer/researcher has given him a purpose to be a better researcher for himself and this community.

What you’ll learn:

• A deeper understanding of neurodiversity in research
• How to be more inclusive of the neurodiverse community as a researcher
• A fresh approach to speaking with and understanding the neurodiverse community and how they may engage with brands
• Insights into how neurodiversity affects brand engagement from a researcher with lived experience
• An understanding of progressive ways to recruit inclusively