Since marketing’s underlying aim is to influence human behavior, it’s no surprise we’ve relied on psychology - the study of it - to tell us how to be better marketers.

Social proof and herd mentality are two psychological terms marketers reference a lot. Whether they’re copying someone else (social proof), or influenced by the majority (herd mentality), most people buy whatever other people think is good.

But what if you’re not most people?

In the past few years, it’s become evident that the neurodivergent population - roughly one in seven people -  is excluded from marketing’s one-size-fits-all approach. 

But neurodivergent people aren’t a homogenous group. Neurodiversity covers a number of conditions, like autism spectrum disorder, ADHD, dyslexia and sensory processing disorders. People with these conditions are considered neurodivergent because their brains function differently to what’s considered typical.

We chat to author and Ogilvy advertising legend Rory Sutherland, who tells us what accessible advertising looks like for brands and marketers.

Outside the herd

According to David Ogilvy, effective advertising appeals to two buyers: the rational buyer and the emotional buyer.

Emotional buyers make decisions on feelings, desires, and impulses. Rational buyers make purchases based on logic, facts, and analysis.

Most neurotypicals aren’t entirely rational or emotional, just somewhere in the middle. But Rory says the emotional sale typically has less hold on the neurodivergent consumer. Contrary to what social proof and herd mentality tell us, neurodivergent people tend to be rational buyers who are less influenced by what’s popular.

What does this mean? It means brands assume advertising impacts all consumers equally. In reality, this was never the case.

Accessibility takes up a necessary, but often limited, part of the industry conversation. Beyond the physical workplace, brands and platforms must ensure virtual spaces aren’t left behind.

Trains, planes and TikTok  

Old-school advertising hasn’t been the most accessible or efficient way marketers can make their ad dollars count. In an April 2022 Spectator article, Rory explains that “most television is produced for neurotypical people” - so by nature, TV advertising skews toward this audience. In excluding an entire group of consumers, brands are only getting half the picture.  

But the normalization of video on social media has radically changed the way we access content. YouTube’s vast catalogue means neurodivergent individuals with special interests can watch on-demand content about these (often niche) subjects.

Social has ushered in a mainstream era for hobbies once considered specialised; even obscure. Remember Big Jet TV? The YouTube channel went viral for live streaming planes landing at London’s Heathrow Airport during Storm Eunice in 2022, revealing a global community of planespotters to the masses.

Same goes for TikTok’s resident trainspotter-in-chief Francis Bourgeois. Videos with the hashtag #traintok surged after Francis went viral in October 2021, hitting peak popularity seven months later. He’s also trainspotting’s coolest ambassador - his 4 million+ online following has secured him deals with Gucci, The North Face and Spotify. 

That’s just one example where TikTok is concerned. There’s quite literally a Tok for everything, from books to shoes to butter, each with its own unique potential for brands.

Social platforms are catering to neurodivergent consumers in other ways. LinkedIn, for example, added dyslexic thinking to its list of member profile skills in March 2022.

But they’re also taking steps back. Despite being considered one of the most accessible social platforms, Twitter laid off most of its accessibility team in October last year.

It reminds us that, despite the positives, there’s still a long way to go.  

Small topics, big opportunities

An accessible workplace benefits everyone. A flexitime policy lets some neurotypical workers structure their time according to their most productive hours. But it also means those with children can flex working hours around childcare.

The same applies to your content and advertising. If neurodivergent consumers can understand you, everyone can. Instead of an afterthought, accessibility should be top priority.

Start small. Number your Twitter threads, add image descriptions, include video captions and use accessible colour palettes for assets, websites and ad creative.

Today’s diversity of content gives brands room to explore big opportunities within small subjects. Skeptics might argue brands can’t thrive at scale if they’re targeting niche topics. But part of what makes TikTok powerful is its ability to house communities with shared special interests. Maybe you’re not keen on greens, but #saladtok has over 97 million views thanks to viral celebrity salads and green goddess dressing recipes.

Brands need to move past a one-size-fits-all approach, and recognise that the average person doesn’t exist.

“Companies like to treat humans as if they all behave in a predictable, rational way, but we don’t,” says Rory. “There’s no such thing as the average customer. Brands should cater to the outliers for better success.”