Unlocking the Power of Neurodiversity in Marketing

Neurodiversity

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I have full aphantasia, which means I can’t see pictures in my head or hear sounds in my head. I can’t recreate any of the five senses, essentially having no mind’s eye.

It’s estimated that over 2% of the population are aphantasics. People have been sharing stories about having no mind’s eye since the 1800s, but it wasn’t until 2015 that academic research was published and awareness started to grow.

If I were to ask you to imagine an apple, those with a mind's eye would likely tell me that they can see the apple clearly. Some may even have a 3D image or be able to see and smell the apple. As for me, I'm not quite sure where in your mind you would picture that apple.

Many individuals come to recognize they have a condition called aphantasia later in life, often in their 30s or 40s. This realization makes sense as we don't typically think about how our brains work, and we simply assume everyone experiences the world the same way we do. It's only when we come across the idea of different brain processes that the realization dawns on us. I've noticed similarities in the way adults come to recognize conditions like ADHD and autism among my friends and peers.

By opening our minds to the idea that not everyone's brain functions the same way, we can gain a deeper understanding of the world around us.

I first became aware of my unique brain at the age of 18, all thanks to my A-level English literature teacher, Mr. Jackson. During a discussion about visualizing characters and imagery in a text, he revealed that he couldn't see mental images. This revelation made me pause, as I realized that I couldn't either.

It's funny to think back on how I used to just accept the language people used when talking about visualization. This was way before the 2015 research, so I didn't know any better. In a class, we started digging into the common beliefs and stories about visualization, and how personal experiences can differ.

This sparked my interest in understanding how our brains function. Luckily, I was also studying psychology at A-level, so I had a good foundation to build on. Throughout my academic journey, I've delved into topics like consumer neuroscience and neuromarketing, following this passion. As a PhD student, I even volunteered for a friend's MRI study and got a framed picture of my own brain scan, which now hangs in my office.

I used to struggle with math when I was young because the teaching methods relied heavily on visualization. I found mental tasks difficult, so I would memorize things and then forget them. This led to the damaging belief that "I can't do math", which I have been working hard to overcome.

For me, photos are extremely important as they provide a visual record of past moments. While I can describe things and people accurately, I don't actually visualize them in my mind. It's more like having knowledge rather than a mental image. I have also had to develop study and revision techniques that suit my way of learning. I don't hear sounds in my head like voices or music, but I can still play musical instruments and sing (albeit not very well).

Feeling understood

As marketers, it is crucial for us to empathize with our customers. Beyond just putting ourselves in their shoes, we should also consider the various ways in which different brains process information. By understanding the unique experiences of our customers, we can go beyond just their lifestyle, preferences, and interactions.

I’m not saying we need to consider every possible way that brains function all the time. That would just stifle creativity. Instead, thinking about neurodiversity means recognizing that each person’s brain is unique, like a fingerprint.

Neurodiversity is the concept that differences in how our brains work are normal. I believe that neurodiversity enhances the diversity of society. Neurodivergence involves acknowledging neurological variations such as dyslexia, ADHD, autism, and more. With proper support and in the right setting, these differences are not obstacles. There is ongoing work in diagnosis and understanding to provide assistance.

Many individuals have been unfairly labeled as 'difficult to manage' or 'not a team player' simply because they have not been properly understood.

By shifting our perspective to recognize that not everyone's brain functions in the same way, we can gain a deeper understanding and find new ways to connect with customers. When individuals feel truly understood, it creates a powerful connection that brings them in, eliminating feelings of being 'other' or different. The desire to belong is a fundamental aspect of human nature.

When it comes to inclusion and being inclusive, it's important to consider a different approach. While progress has been made in promoting accessibility and providing training in various settings, there is still more work that needs to be done.

Recently, I worked with someone who had received a new neurodivergence diagnosis. They were hesitant to share this information at their workplace, fearing being labeled and feeling ashamed. The thought of being open about their diagnosis would likely hinder their chances of being promoted to a leadership role they were being considered for. This situation made me reflect on how many others may also feel the need to conceal how their brain functions.

Prioritising inclusivity

Since reading the 2020 Institute of Leadership research report, one statistic has really stuck with me. It revealed that 50% of 1,156 UK employers admitted they would not hire a neurodivergent person, with the most bias shown towards individuals with Tourette’s and ADHD. Despite the fact that about one in seven people in the population are neurodivergent, there is still a concerning lack of understanding and awareness about neurodiversity.

Creating an inclusive environment is all about making sure that everyone feels respected, valued, and supported, regardless of their differences. It's not just something for those with "E, D, and I" in their job titles to worry about.

Leaders and managers have a responsibility to do better. Many individuals have been unfairly labeled as "difficult to manage" or "not a team player" simply because they haven't been properly understood. The lack of inclusivity often starts at the top and fails to recognize the unique value that these individuals bring to the table.

I believe marketers have a role in social responsibility. We share stories and influence narratives. In addition to top-down inclusivity efforts, we can also make a difference with a bottom-up approach.

When people feel heard and understood, it is impactful. It creates connections and invites people in.

Embracing neurodiversity means promoting understanding and inclusion in all areas of society, including those we, as marketers, influence. We can showcase neurodiversity in our communications, incorporate inclusivity into our brands and employee experiences, and design customer journeys that are inclusive.

People are seeking environments where they can truly be themselves, whether at work or in their personal lives. As marketers, we can acknowledge the diversity of neurological traits, understand the strengths and challenges that come with it, and help create supportive tools and spaces for individuals to thrive.

As Neurodiversity Celebration Week 2024 wraps up, I want to start a conversation about our brains. It's important to question our assumptions about how others think and feel, based on our own brain functioning. By asking friends and colleagues about how they experience the mind's eye, we can have some interesting discussions. Let's all be curious and learn about different brain experiences to promote inclusivity.

If reading this made you think differently about your brain, you're not alone. There is a wealth of research, resources, and supportive communities focused on brains. Remember, there is also psychological support available through health services. I may not be an expert, but I've lived with my brain my whole life and I'm always open to talking and sharing.

Laura Chamberlain is an award-winning professor at Warwick Business School, a marketer, career strategist and coach. She is also founder of self-development consultancy Think Talk Thrive.

Editor's P/S:

This article sheds light on the unique experiences of individuals with aphantasia, a condition where they lack the ability to visualize images or hear sounds in their minds. The author, Laura Chamberlain, shares her personal journey of discovering her own aphantasia and the challenges she has faced in a world that often relies heavily on visualization.

Chamberlain emphasizes the importance of understanding neurodiversity and recognizing that individuals' brains function differently. She argues that by embracing inclusivity and promoting understanding, marketers and leaders can create environments where everyone feels valued and supported, regardless of their neurological differences. This includes acknowledging the strengths and challenges that come with neurodiversity and designing customer journeys that are inclusive for all. By sparking conversations about different brain experiences and providing resources and support, we can foster a more inclusive society where everyone can thrive. supportive society.