How to Make Your Digital Marketing More Inclusive for Neurodivergent Consumers
In today’s marketing landscape, diversity and inclusion have become crucial considerations for brands. Digital accessibility ensures that people with disabilities, such as sight or hearing loss, can navigate online spaces effectively. However, many individuals have hidden disabilities, like neurodivergence, which significantly impact their online experience.
Understanding Neurodivergence
It’s estimated that one in seven people is neurodivergent. Neurodivergent individuals, such as those with autism, dyslexia, dyspraxia, or ADHD, perceive and interact with the world differently from neurotypical individuals. Making your digital marketing inclusive for neurodivergent consumers not only ensures you are not alienating people due to their differences but also helps you connect with a broader audience.
Here are some practical tips to make your digital marketing content more inclusive:
- Simplify Your Messaging
To make your copy and communications more inclusive, write in a literal, punchy, and straightforward manner. Avoid abstract phrases and only include vital information. Using obscure language or jargon can confuse certain users and drive them away.
Example: Instead of saying, “With a bi-folding titanium patented microframe, our flagship folding bike will make you fly across the city streets,” try, “Our most popular folding bike packs away in minutes, and its lightweight frame makes it a joy to ride through city streets.”
Additional Tips:
- Use active voice over passive voice (e.g., “store the bike indoors” instead of “the bike can be stored indoors”).
- Edit your copy multiple times to ensure clarity and brevity.
- Follow a logical format, guiding users step-by-step.
- Break content into small, scannable chunks with logical subheadings.
- Use tools like Hemingway, Readable, or ChatGPT for feedback on making your copy more readable.
- Choose Cohesive Color Schemes
Visuals, especially colors, play a significant role in inclusivity. Neurodivergent users often find it challenging to process bright or contrasting colors. Use understated colors with pastel tones or single hues to make your content designs less overwhelming. Using a maximum of three complementary colors on a white background is generally effective. Assign consistent colors to elements like anchor text, CTA buttons, and headings to reduce mental stress.
Example: Scope’s website uses a blend of subtle colors with white, differentiating turquoise buttons from other purple buttons to highlight dedicated support.
- Offer Content in Multiple Formats
Offering content in various formats ensures that consumers can access it in a way that suits them best. Consider these options:
- Audio reading or transcription features for text narration.
- Fully descriptive subtitles for videos.
- UX microcopy that provides practical prompts or descriptions for design elements.
- Customization options for contrast or brightness adjustments.
Example: Mayoclinic’s informational videos feature embedded subtitles and transcripts, enhancing accessibility.
- Prioritize Digital Accessibility
Incorporating neurodivergent considerations into your content is part of a broader digital accessibility effort. Partnering with accessibility experts and adhering to official Web Content Accessibility Guidelines (WCAG) ensures inclusivity.
Example: The Digital Marketing Institute collaborates with TPGi to create UX practices that cater to all users, ensuring conformity to accessibility standards.
Neurodiversity in the Workforce
The best way to ensure your marketing campaigns are accessible to neurodivergent users is by hiring neurodivergent marketers. These individuals can implement the discussed tips and adjustments correctly, offering real value.
Example: Microsoft’s neurodiversity hiring program and Ultranauts’ inclusive onboarding approach, resulting in a 75% autistic workforce, showcase the benefits of neurodivergent talent.
Conclusion
Inclusion should permeate every aspect of society. By focusing on neurodiversity in digital marketing, you create opportunities and ensure everyone can access your content and services. This inclusive approach benefits both your audience and your brand, making it a win-win situation.