Avoid “brand-washing” and aim at authenticity when it comes to neurodiversity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 08, 2021, 5:19 PM UTC

Businesses must consider individuals with learning and thinking differences, like ADHD and dyslexia, in its efforts to establish themselves as diverse equitable and inclusive brands.

Across industries all over the world today, the onus is on companies to connect with customers by understanding them and their needs as accurately as possible. Even more so, when it comes to audiences with learning and thinking differences.

Brands cannot afford to adopt neurodiversity, as a marketing “target”. Instead, brands must champion change, prioritise authenticity in their initiatives and begin internal discussions. For instance, brands can send out pre-reads before meetings begin so that employees with learning and thinking differences have time to process the agenda.

Brands must make content and information more accessible across audiences, via suitable fonts, spacious line-height, narrow text blocks and emboldened text. Similarly, businesses can collaborate with nonprofits who understand learning and thinking differences better.

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