Brand experience considerations for a neurodiverse audience

Published: March 2023

Written by Technical Production Manager, Adam Stewart, this blog is inspired by Adam's personal experience of being diagnosed with ADHD as an adult working in the events world.

Neurodiversity is a term that refers to how our brains are all wired differently. It appreciates that we all experience stimuli and world experiences individually and that there’s no ‘right’ way of thinking, behaving and learning. Whilst it refers to the diversity of all people, it’s most commonly used in the context of autism spectrum disorder (ASD), as well as other neurological or developmental conditions.

The need for inclusivity is staring us right in the face - 96% of employers recognise the benefits of having a neurodiverse environment at work events and a whopping 1 in 7 people in the UK has some kind of neuro-difference (NHS Cambridge University Hospitals).

By making events more accessible, we can give every attendee the opportunity to participate to the fullest extent. This acts like a domino effect, helping achieve more business reach, higher engagement and an overall strengthening of the event message. By championing our inclusivity incentives, we can increase acceptance and awareness of divergent thinking.

We’ve compiled our top three considerations when addressing a neurodiverse audience that we believe should be at the forefront of every event design decision-making process.

1. Sensory input

For neuro-divergent people messages between the body and brain can get jumbled up, causing processing difficulties in the form of hypersensitivity or hyposensitivity. In the events world, we can cater for these differences by getting creative when designing accessible content. At every stage of event preparation, we should be considering the way we design spaces, use colours, prepare content and deliver that content in a more thoughtful way.

It can be difficult for those with neurodivergence to anticipate their needs. One of the easiest ways to help those with sensory inputting difficulties prepare for an event is by sending a pre-event information pack. This helps manage expectations and allows attendees time to make any necessary preparations. Once at the event, comprehensive signs and pictures can help attendees be self-sufficient and explore the event comfortably at their own pace. In your pack, you can include information about potential spaces with bright lights, air-conditioning, temperature changes, loud noises and even potentially potent food smells which will allow them to prepare mentally and hopefully avoid overstimulation. If budget allows, providing sensory kits with fidget toys, ear plugs and even sunglasses can also make a huge difference to neuro-divergent attendees.

At the event, for those struggling to digest content in the moment, real-time closed captioning allows for transcript development post-event and therefore gives an opportunity to review the content at their own pace.

If you’re utilising a virtual platform at your event, you have an even wider scope for accessibility. Virtual platforms are a fantastic way to cater for those with neurodivergence and disabilities because the options for content delivery vary so much. By utilising interactive Q&A functions, the anonymity encourages all participants to ask more daring and beneficial questions whilst also generating double the amount of conversations than passive content. The anonymity also encourages non-verbal participants with a more comfortable environment to participate. Polling, gamification, live AI chat support and the ability to log in using your mobile device can also help attendees feel engaged whilst consolidating the necessary information in more digestible chunks.

When considering sensory stimuli at events, it’s important to remember that neuro-divergence sits on a spectrum. Therefore, logically, the more options you provide the higher the likelihood your entire audience will benefit in some way.

2. Routine and structure

Most people - including neurodivergent audiences, other attendees, and even the event team, thrive when they know what to expect; spending time to provide structure and routine at events is invaluable. By carefully considering your event venues, you’ll understand more about how easy they are to navigate and it can help you plan your spaces more efficiently. In your pre-arrival pack, detailing information about the venue with a map and directions is advised. If possible, include pictures with arrow indicators too.

Providing a detailed schedule of the event is necessary, but attempting to run on time helps reduce anxiety and encourages structured thinking. For some individuals, this will allow them to plan their important daily milestones appropriately – like medication and food intake.

Meal times can be a particular source of overstimulation – lots of loud noises and people in a small space with unfamiliar smells. If possible, providing the option of a break-out lunch room, or even a staggered time can help.

3. Utilising technology

There are plenty of incredible new technologies we can utilise now to encourage inclusivity, foster more diverse teams and encourage collaboration. Let’s use AR and VR for example – these devices can be used as assistive technology by making physical environments much more accessible. Not to mention they can make experiences available to those who are unable to access them because of geographic distance.

The global AI space is expected to grow to $20 billion by 2025, according to research performed by Helomics. With more investment comes increased opportunities for accessibility. Many are now turning to machine learning to understand a person’s wants and needs. Take the Livox App for example - the algorithms interpret motor, cognitive and visual disorders and can be used by people living with a range of non-verbal neuro-divergence, helping give people a voice.

For hyposensitive individuals that require more stimulation to get the most out of their experiences, utilising technology like haptic feedback can be useful. This type of technology provides physical feedback like vibrations on your smartphone and when used with virtual reality devices, allowing the user to touch and feel something in the virtual environment that isn’t really there.

Technology is highly adaptable and immersive by nature, meaning when used correctly it’s uniquely positioned to reduce barriers and create opportunities for neuro-diverse groups.

These considerations are essential for us at Audience, as by accommodating the needs of individuals with neurodiversity, you’ll help provide your whole audience access to your message, give them a say and also help teach other attendees how to communicate with fellow delegates.

Remember, no one attending your event will feel put out by being offered more choice of formats.

Adam Stewart

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