Neuro-inclusive marketing: creating meaningful experiences for all customers
Neurodiversity is often overlooked in the world of inclusive marketing and communication. It’s important to know that about 20 % of the world’s population is neurodivergent - a large target group (people with diverse brains such as those that are highly sensitive, introverted, gifted, or have ADHD, autism, dyslexia, or other conditions) that is not yet being addressed by most companies.
Without realizing it, companies may use non-neuro-inclusive communication and give their neurodivergent customers an unpleasant experience. Some things, like loud music or too bright light, can even be physically painful for neurodivergent customers. Moreover, you don’t want to lose 85 % of your potential sales due to poor customer service and negative word-of-mouth, so investing in neuro-inclusiveness is not only the right choice, but also a smart choice.
It only takes a few small adjustments to meet the needs of neurodivergent customers without stigmatizing or discriminating anyone. This positions you as an inclusive and diverse company and brand and reaches your target audience in a surprising way, making you stand out from your competitors and building a satisfied, loyal, and engaged customer base.
What and for whom?
Our workshop focuses on developing communication and marketing strategies that are also accessible to the neurodivergent community. This involves recognizing and valuing neurodiversity and the needs of this target group and providing comfort and a pleasant customer experience with a neuroinclusive strategy and approach.
The goal of our workshop is to help companies break down their own frame of reference and potential stereotypes around neurodiversity, enabling them to communicate and act inclusively towards neurodivergent customers.
Designed for business leaders, salespeople, marketers, and communication experts in companies committed to becoming neuroinclusive.
Available as a three or six hour session, online or in-person, in English or Dutch.
What you’ll learn
Create a more accessible and inclusive marketing and communication strategy by taking into account the needs of neurodivergent customers. Develop skills and techniques to use your communication inclusively and neuro-inclusively, for example: by adapting your marketing message, using neuro-inclusive words and images, and targeting media that aligns with the neurodivergent target audience.
Expand your reference frame: try to understand what neurodivergent people consider important. Regularly seek feedback on your communication and marketing and look for opportunities to improve your approach to neuro-inclusion and diversity.
Increase your knowledge and affinity with neuro-inclusion and diversity. Break unconscious stereotypes and gain insight into neurodiversity to create valuable and inclusive communication and experiences for neurodivergent customers.
Improve the customer experience. Make a difference by making a few simple adjustments that benefit both neurodivergent customers and everyone else, without any stigma or discrimination.
Reach the 20 % of the global population who are neurodivergent and ensure that they feel heard and valued by your company and brand. Include neurodivergent individuals as part of your loyal and engaged customer base by truly valuing and meeting their needs that other companies overlook.
Truly value neurodiversity, not just in marketing and communication, but also within the company. Build a diverse team: create a team that is aligned with neurodiversity, for example, by hiring neurodivergent people or seeking employees who have an affinity with neurodiversity.
Daphné De Troch
learned how to create a safe work environment for and lead a team of neurodivergent people, after she was diagnosed with ADHD and ASD. She started Bjièn with Dietrich to help other leaders and teams embrace neurodiversity and make their workplace neuroinclusive.
Let’s work together towards an inclusive future where value creation for all customers is central.