Neurodivergent Talent Often Overlooked: Understood.org

A new study by Understood.org, in partnership with the American Association of Advertising Agencies (4As) and Havas, reveals that almost half of creative workers identify as neurodivergent. Despite this, these employees face growing challenges that impact their workplace performance and satisfaction.

The report, titled Unlocking Neurodiversity: A Creative Advantage, highlights that neurodivergent individuals bring distinct strengths to the creative sector, including problem-solving, resourcefulness, and innovative thinking. These skills are crucial in an industry that increasingly demands fresh, disruptive ideas amid tighter resources and shrinking audience attention spans.

Neurodiversity encompasses the understanding that there is no single way for the brain to operate, according to the Child Mind Institute. Rather, it acknowledges the rich variation in cognitive functioning among individuals, irrespective of whether they fall within the neurotypical spectrum or possess neurodivergent traits associated with conditions such as autism spectrum disorder (ASD), ADHD, or learning disabilities. In Mexico, according to the National Institute of Statistics and Geography (INEGI), there are over 723,000 neurodiverse individuals.

The study by Understood.org exposes significant barriers for neurodivergent employees in the United States. About 90% report masking, suppressing their true selves, to fit into the neurotypical work environment. This practice contributes to burnout and mental health struggles. Furthermore, half of neurodivergent workers do not disclose their neurodivergence at work, and 25% have experienced workplace discrimination or bias.

Industry norms designed around neurotypical ways of working, such as back-to-back meetings, instant messaging, and real-time brainstorming, pose additional obstacles. Seventy percent of neurodivergent respondents cited time management as a challenge, and 55% struggled with organization. Rigid deadlines and inflexible briefs further restrict creative expression, causing nearly one in three neurodivergent employees to feel dissatisfied in their roles.

“Neurodiversity can be a superpower for agency and creative industries, but only when it is authentically embraced and supported,” says Nathan Friedman, Co-President and CMO, Understood.org. 

The study warns that industry practices often prioritize speed and immediate results over the divergent thinking that neurodivergent individuals excel at. The findings underscore the gap between the potential of neurodivergent employees and the industry's readiness to support them. The report calls for a reevaluation of workplace norms to foster an environment where diverse cognitive styles can thrive, benefiting creativity and innovation.

Their inclusion in the workforce is becoming increasingly important as companies confront a global talent shortage, and awareness regarding the benefits of diversity grows, explains Pato Bichara, Founder and CEO, Collective Academy, on MBN. 

Recognizing the potential of neurodiverse talent, forward-thinking companies are actively reimagining their recruitment and retention strategies to attract and support individuals from diverse neurological backgrounds. “Diversity makes people look at the same object through different lenses. The most diverse organizations are the ones that generate the most innovation,” says Lizette Ibarra, Chief Empowerment Officer and Founder, Latina Chief.