The Minority Report #2
Is neurodivergence about to become the DEI buzzword for 2025? Brace yourselves...
The Minority Report is a bi-monthly (ie every other month) deep dive into how the beauty, fashion and wellness industries are (under)serving minority groups. I write about this a lot in my work as a journalist, but also in my other guise as a DEI consultant too. I hope you find it interesting!
There was a time when nobody in fashion and beauty gave two shits about neurodivergence - and trust me, plenty still don’t. Once a niche topic - and often misunderstood or overlooked - conditions like ADHD, autism, dyslexia, and other neurodivergent identities are gradually being ‘recognised’ by some of the world’s biggest fashion and beauty brands.
My spidey senses are telling me that this year’s diversity buzzword will be neurodiversity. If this is the case, then my hope is that this benefits those within the fashion and beauty industries in particular; a study by the British Beauty Council shows that 20% of the beauty industry workforce is neurodivergent, which is 4% higher than the national average. That could take the form of more in-house training for managers and better workplace accommodations for neurodivergent people in the beauty and fashion industries. But it could also impact the wider public who engage with those industries too. Maybe, just maybe, it’s a win for everyone?
I sound like I’m being a bit snarky and distrusting of this, well, I feel like I have every right to be. Every year these industries seem to pick an inclusivity focus as their brand’s next buzzy DEI topic - but so often it’s half hearted, done entirely for optics or forgotten about when it fails to have the ‘impact’ they hope it will. And as both a DEI consultant AND a neurodivergent person, frankly I’m exhausted by brands making me feel like I belong, only to forget about me a month later.
So how authentically have fashion and beauty brands approached neurodiversity thus far and what should they be doing instead? Lets dive in….
Everyone is neurodivergent now right?
For decades, neurodivergence - conditions that differ from the typical neurological development - was something that often stayed in the background, treated either as a disorder to be fixed, an unfortunate reality or was simply undiagnosed. But over the last few years, there’s been a growing awareness and acceptance of the wide spectrum of neurodivergence. (PRAISE THE LORD!)
According to US data, ADHD is diagnosed in 9.8% of children and has steadily increased over the past decade. Similarly, autism diagnoses have risen sharply in recent years, with prevalence rates now estimated at 1 in 36 U.S. children. Why the rise? It’s likely a combination of better awareness, reduced stigma, and more open conversations in public and digital spaces have led to a rise in diagnoses of neurodivergent conditions, particularly ADHD, dyslexia, and autism. And a reworking of how the medical community sees, diagnoses and recognises neurodivergence too.
The latter has been a huge issue contributing to the difficulties and stigma neurodivergent people face. My mother is actually a retired psychiatrist who pioneered certain therapies for people with autism, which was a very overlooked sector during her time. She told me that neurodivergence - and it’s nuances -was barely included in her psychiatry training here in the UK in the 1980s, and wasn’t included at all when she did her medical degree in India in the 1970s. So, we’re essentially playing catch up here, and lots of people have fallen through the cracks.
It makes sense that the voices of advocacy groups alongside small grassroots movements are now making waves. In the UK there’s been a number of high profile people, documentaries and a newly appointed ADHD taskforce put in place by NHS England all raising awareness of different forms of neurodivergence. One of the driving forces behind this surge in visibility is the huge waiting lists for getting a diagnosis for both adults and children, leaving those who can’t afford to seek costly private diagnosis stuck with very little support.
Having a positive discourse around neurodivergence helps people feel empowered enough to seek help, demand better representation, and, perhaps most importantly, take ownership of their identity. That’s why unhelpful and minimising rhetoric like ‘everyone's a little bit on the spectrum…’ - something I hear so often - overlooks the complex struggles the neurodivergent people face when living in worlds designed for neurotypical brains. This attitude also makes it less likely for brands to truly commit to recognising the needs of their neurodiverse customers and staff alike.
Are any beauty and fashion brands working to recognise neurodivergence?
The rise in diagnoses and the push for greater representation over the last few years has forced the fashion and beauty industries to reconsider who they design for, and why they design for them. Interestingly there has been some concerted effort from fashion and beauty brands to cater to a more diverse set of needs and identities, but not all of it has been successful, partly due to the lack of knowledge of the lived experience of neurodivergence.
What are some of the issues they should be considering? Well, having a consistent beauty routine can be a challenge for neurodivergent folk. Heightened senses mean that some heavily scented products, textures and applicators are off putting. Being neurodivergent is often linked to higher levels of anxiety (due to factors like social anxiety, executive function issues, issues with focus, and masking to fit into neurotypical environments), which could increase issues with skin sensitivity and conditions like eczema. As such, products that are easy to use, skin-friendly formulas, self explanatory, easy to open/close are more accessible. When your bandwidth is particularly prone to being drained, easy, uncomplicated beauty is key.
Simplicity and ease applies to the fashion industries too. Textures, wearability, ease of both shopping and easy to use returns policies all play a vital role in catering to the neurodivergent community. A survey by fashion brand Rare Birds, which designs for neurodiverse people, found that more than half of the 2000 people polled, believed that fashion brands should be doing more for neurodivergent customers, and feeling included and catered for would make them more likely to buy from those brands. So why aren’t brands doing more?
A few have tried. Dove - who consistently lead with DEI initiatives - incorporated neurodivergent individuals with the 2021 launch of the Real Beauty Campaign, as part of their diverse representation of women. In 2024 Lottie London released the Twisted Heart Love Glaze, which is a fidget toy (beloved by many neurodivergent people as it can help to stimulate certain parts of the brain associated with attention and focus) and lipgloss combined (so smart!)
Meanwhile indie brand diverse skincare is one of the few brands that takes into account ‘sensory sensitivities and practical usability’ with their formulas and packaging, and Skin Rocks (created by skincare expert Caroline Hirons) offers the choice of both fragranced or unfragranced formulas which is such a smart and simple move.
All of these examples show the scope of what can be done when you think inclusively as a brand, but perhaps the biggest issue for neurodivergent people is navigating the shopping journey itself…
Do we need to radically rethink retail design and the customer experience? That’s a hell yes!
If trend reports and industry chatter is to be believed, physical retail is set for a comeback in 2025. Though part of me is excited about the discovery aspect of going back into shops again, part of me is a little apprehensive too. This is undoubtedly one of the most challenging experiences for many neurodiverse people, due to the noise, queues, confusing labels, horrible changing rooms, pressure to buy on the pot, sensory overload and much more.
Some brands have taken interesting steps to make shopping a more inclusive experience. Take, for example, US supermarket brand Target. In 2022, they partnered with the Autism Society of America to launch an initiative that would make shopping more accessible for neurodivergent families. Their new "autism-friendly" store layouts featured less overwhelming colour schemes, quieter environments, and clearer signage - changes that are as much about understanding the customer’s needs as they are about rethinking inclusive store design.
I was pleasantly surprised when in 2024 Selfridges announced its ‘quiet’ shopping hours, so that on Wednesdays 10-11am you can shop without the blaring music to help those with noise sensitivities. But this isn’t a new idea, back in 2020, H&M made headlines by launching its Quiet Shopping Hours in selected stores worldwide, with reduced noise levels and dim store lighting to accommodate shoppers with sensory sensitivities. H&M also introduced other features like calmer, less stimulating store layouts and better signage to help customers who may struggle with navigation or get distracted easily. The issue is that it’s hard to find out which stores participate and when these hours are - they’re seldom easily signposted on brand websites or google directories. This isn’t an area to dip a toe into; that’s when things become so obviously tokenistic.
There are examples of this done well though; in 2021, Sephora launched an Autism Friendly store experience at select locations across the U.S., aimed at improving accessibility for individuals on the autism spectrum. Additionally, the company introduced sensory kits - small, discreet packages of sensory tools with noise-canceling headphones, fidget toys, and visual schedules - designed to help customers navigate the store more comfortably. They also trained staff to better understand the needs of neurodivergent individuals, ensuring that customer service interactions are calm, non-judgmental, and supportive. The issue here though is that if your closest store is in Denver, and your nearest Autism Friendly store is in another state, none of this really impacts or helps you.
So does it need a more encompassing approach ? One final case study is Marks & Spencer (M&S), who launched their Sensory Friendly Shopping program in 2021, which includes adjustments like dimming lights and limiting in-store noise during designated hours. This program was developed after feedback from both neurodivergent individuals and their families, and they’ve also integrated more sensory-friendly products into their collections, such as clothing made with soft fabrics or with adjustable features to accommodate different sensory preferences. So perhaps it can be done well - if it’s prioritised that is.
Next steps: what should brands be thinking about?