Collectively, the research and marketing sector has overlooked the neurodivergent (ND) community.
This isn’t a bold claim; conducting a quick scan of relevant media sources about this community proves this point:
- Archive of Market and Research (AMSR) – 5 pieces of content
- ESOMAR – 3 pieces of content
- Marketing Week – 3 pieces of content
- Quirk’s Media – 3 pieces of content
This lack of interest is surprising, particularly in the US, where neurodiversity, and specifically ADHD, are rising quickly.
The CDC and Yale Centre for Dyslexia & Creativity estimate that 20% of the population is neurodivergent in some form. Drilling down into ADHD, a recent survey by BBH USA found that 10% of adults identify with having ADHD. To contextualise these figures, BBH USA also found out that in the US only:
- 9% identify with LGBTQ+
- 7% daily users of X
- 5% are vegan or vegetarian
If 1 in 10 adults identify with ADHD, brands are already serving this audience they’re just not designing for them. And when brands fail to design intentionally, they unintentionally exclude.
Without question, those who identify with having ADHD are a significantly large audience that brands should recognise as powerful consumers. Therefore, to right this wrong, BBH USA and Shape Insight conducted a mixed methodology approach specifically tailored to this audience, which first looked to understand the ND community at large, before zeroing in on ADHD.
Our approach aimed to:
- Help brands better understand and support those with ADHD – recognising them as the powerful consumers they are
- Disprove the many misconceptions held about this audience
- Further empower the agencies/ 3rd sector who support them
Best practice for ADHD is best practice for everyone
There was a wealth of insight coming out of this project – some more relevant to those working in insight, others in marketing or product design.
However, irrespective of the end client, there was a red thread that tied everything together – ‘Best practice for ADHD is best practice for everyone’.
In other words, we would treat these insights as springboards for improvements for those who are neurotypical.
Galvanising our belief that this was a strong direction to go in, we’ve seen in other similar workstreams that reducing friction, rewarding consistency, and providing reassurance aren’t niche accommodations – they’re the foundations of what makes any brand feel safe to return to, and ultimately builds loyalty.
So, let’s explore these 6 key insights and critically examine the opportunities they could offer your brand.
The ultimate (but unexpected) brand loyalists
Insight 1:
They’re not unpredictable spenders; once in love with a brand, they remain loyal. This is linked with their aversion to risk (and the potential disruption to their routines a new change can lead to), but also they seek comfort and reassurance from brands they love.
Brand opportunity:
Much has been spoken about declining loyalty to brands, specifically amongst younger cohorts. However, perhaps this desire to switch is better explained by the brand’s failure to provide comfort and reassurance to existing customers. For instance, 44% of Gen Z shoppers are convinced that product quality is getting worse, and the same proportion of consumers think customer service is going downhill.
Fold in the idea that shrinkflation leads many to think that quality ingredients are being swapped out for cheaper ones, or worse still, that the size of the beloved chocolate bar is getting smaller!
Therefore, perhaps brands should spend more time and effort reminding consumers of the quality of the products they already have, instead of relentlessly focusing on innovation or product refreshes.
Convenience is the ultimate currency for them
Insight 2:
Despite best efforts, many with ADHD struggle to keep track of time. Therefore, time becomes a scarce commodity.
Brand opportunity:
Flip this idea on its head. This isn’t about losing time; this is about making things as efficient as possible. Look at your brand, product or service. Are there ways you can streamline the customer journey (whether in physical stores or online)? If you have a loyalty program, are there any ways you can allow people to feel like they’re progressing through the tiers so it doesn’t feel like a waste of their time? Strip away the pain points and enhance the consumer experience. Perhaps there are ways for the shopping process to be automated via predictive ordering or auto-replenishment.
Use of classic scarcity marketing techniques leads to deep anxiety
Insight 3:
Those with ADHD dislike the pressure marketing tricks that play on time or scarcity – leading to intense anxiety. They much prefer to be empowered to shop at their own pace/ terms.
Brand opportunity:
Scarcity tactics have existed since ancient marketplaces, but in 2026 we should expect more inclusive approaches. Therefore, brands should reconsider marketing techniques that, for some (such as those with ADHD), trigger deep feelings of insecurity and anxiety, and for many others quietly erode trust. If we go back to the core idea of building consumer trust, removing these pressure tactics is a crucial first step.
Embrace colour, pattern and detail to speak their visual language
Insight 4:
Whilst many brands/ services lean into beige and minimalism as a way of communicating/ selling their products to appeal to the ‘mainstream’, conversely, this puts off those with ADHD, as pattern, colour and detail are how they navigate the world.
Brand opportunity:
The idea of differentiation or distinctness appears to have been lost. The ‘sea of sameness’ or, in categories we work in, such as automotive, the ‘wind tunnel’ effect is in full force. Therefore, if your brand truly wants to jump to its own beat and grab consumers’ attention, consider how best to apply colour to your touchpoints. Ponder how a pattern can talk about your brand without having to lay your logo on every asset you create. Is there a way to use detail to speak to your brand essence?
Utilize ADHD creators to translate your proposition to better meet their needs
Insight 5:
ADHD creators have a significant following. Use them as a way to translate your proposition in a way that better connects with those who have ADHD.
Brand opportunity (ADHD translators):
If you struggle to further develop your brand’s touchpoints, why not call on the help of specific ADHD creators to think about how best to reposition your product? This links nicely to the thinking of Edward de Bono and his 6 thinking hats (IDEO fame) – a way to get corporate leaders to think about their products and services from different perspectives/ contexts in order to further refine them.
They’re the ultimate user testers
Insight 6:
They are super critical as they research hard, judge fast, and leave little room for error.
Brand opportunity:
In short, by ensuring your brand touchpoints meet the needs and behaviours of those with ADHD, this ultimately creates better touchpoints for all.
It’s time to embrace those with ADHD for everyone’s benefit
Looking ahead, it’s time for your brand to embrace those who identify with having ADHD. This not only ensures that your product or service better meets the needs of 10% of the US population, but it’s also a sure-fire way to ensure it speaks to the entire population. Realistically, who wouldn’t want that.
First published on Quirks.
