How to Make Your Digital Marketing More Inclusive for Neurodivergent Consumers

In today’s world, brands and employers are becoming increasingly aware of the importance of diversity and inclusion. Digital accessibility often focuses on those with visible disabilities, such as sight or hearing impairments. However, many individuals, like those who are neurodivergent, have hidden disabilities that affect their online experience just as much.

Neurodivergent people—like those with autism, dyslexia, dyspraxia, and ADHD—make up about one in seven of the population. That’s a significant number! These individuals perceive and interact with the world differently than neurotypical people (those with “standard” brain functions). So, if your digital content isn’t inclusive, you could be missing out on connecting with a large, engaged audience.

Here’s how you can make your digital marketing more inclusive for neurodivergent consumers, and why it’s so important to embrace neurodiversity in your marketing strategy.

Tips for Inclusive Digital Marketing

1. Keep Your Messaging Clear and Direct

To make your content accessible, your writing should be clear, straightforward, and to the point. Avoid abstract language and jargon. Instead, focus on delivering your message in a way that’s easy to understand.

For example, if you’re promoting a folding bike, avoid saying something like:

"With a bi-folding titanium patented microframe, our flagship folding bike will make you fly across the city streets."

This kind of language can be confusing. Instead, try:

"Our most popular folding bike packs away in minutes and its lightweight frame makes it a joy to ride through city streets."

Here are some more tips to make your copy inclusive:

• Use the active voice: "Store the bike indoors" instead of "The bike can be stored indoors."

• Edit your copy thoroughly to remove unnecessary words or complex phrases.

• Follow a logical format, guiding your reader step-by-step.

• Break content into small, scannable chunks with clear subheadings.

• Use tools like Hemingway, Readable, or ChatGPT for feedback on readability.

2. Choose Cohesive Color Schemes

Visuals, especially colors, play a huge role in inclusivity. Bright or contrasting colors can be overwhelming for many neurodivergent users. Opt for more understated tones and use a maximum of three complementary colors on a white background.

Consistent color use is also key. For instance, assign one color for links, another for buttons, and another for headings to avoid confusion.

3. Offer Content in Various Formats

Offering your content in multiple formats can help make it more accessible. Here are some options to consider:

• Audio readings or transcriptions for text content.

• Fully descriptive subtitles for videos.

• Extra UX or microcopy that provides prompts or descriptions for various design elements.

• Customization options that allow users to adjust contrast or brightness.

4. Be Mindful of Digital Accessibility

Neurodivergent considerations are just one part of a broader approach to accessibility. Collaborating with accessibility experts and adhering to guidelines like the Web Content Accessibility Guidelines (WCAG) can help ensure your content is accessible to all.

Embracing Neurodiversity in Your Workforce

The best way to create truly inclusive content is to have neurodivergent individuals on your team. These individuals bring unique perspectives and can help you implement inclusive strategies effectively.

Many companies are recognizing the value of a neurodiverse workforce. For example, Microsoft has a neurodiversity hiring program, and Ultranauts boasts a workforce that is 75% autistic. These companies are seeing the benefits of diverse thinking, attention to detail, and creativity that neurodivergent individuals bring.

Final Thoughts

Inclusion should be a cornerstone of any modern brand. By focusing on inclusive digital marketing, you ensure that everyone can access and benefit from your content. This not only helps you connect with a broader audience but also drives positive change in society.

Remember, inclusion is a win-win situation. Everyone benefits when digital spaces are accessible to all.

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