Digital accessibility ensures inclusivity online. Learn how to develop digital communications and accessible designs that are inclusive to all people. Investing in this will ensure you're not alienating anyone, and will help you connect with a wider audience.

How to Make your Digital Marketing More Inclusive for Neurodivergent Consumers

how-to-make-your-digital-marketing-more-inclusive-for-neurodivergent-consumers

[[p]]In today&rsquo;s marketing world, [[a href="https://digitalmarketinginstitute.com/blog/diversity-and-inclusion-in-digital-marketing" target="_blank"]]diversity, equity and inclusion[[/a]] (DEI) has become an important consideration for brands as well as employers, with many starting to hold themselves accountable and put genuine measures in place.[[/p]]

[[p]]Digital accessibility is the principle of ensuring inclusivity online for those with disabilities. Developing [[a href="https://digitalmarketinginstitute.com/resources/podcasts/podcast-52-the-importance-of-digital-accessibility-tpgi" target="_blank"]]digital communications and accessible designs[[/a]] that are inclusive to people with disabilities will ensure you&rsquo;re not alienating people because of their differences &ndash; it will also help you connect with a wider range of people.[[/p]]

[[p]]But, many people &ndash; like those with neurodiversity &ndash; have a hidden disability, albeit one that still affects their experience of navigating online.[[/p]]

[[p]]In this blog, we&rsquo;ll cover:[[/p]]

[[ul]]
	[[li]][[a href="#heading_82466"]]What is neurodiversity?[[/a]][[/li]]
	[[li]][[a href="#heading_68626"]]1. Make your messaging plain, simple &amp; to the point[[/a]][[/li]]
	[[li]][[a href="#heading_68629"]]2. Choose cohesive color schemes[[/a]][[/li]]
	[[li]][[a href="#heading_68632"]]3. Offer your content in a choice of formats[[/a]][[/li]]
	[[li]][[a href="#heading_68636"]]4. Be more aware of digital accessibility[[/a]][[/li]]
	[[li]][[a href="#heading_68638"]]Neurodiversity in your workforce[[/a]][[/li]]
[[/ul]]

[[p]]To make your website copy and communications more inclusive to neurodivergent consumers, you should always write in a way that is literal, punchy and to the point.[[/p]]

[[p]]Avoid abstract phrases where possible and only include what is absolutely vital in your communications. If you use obscure language or jargon, you&rsquo;re likely to confuse certain users and they will go elsewhere.[[/p]]

[[p]]Let&rsquo;s say you&rsquo;re a brand that makes folding bicycles. A sentence like this on your website might confuse or put off some site visitors:[[/p]]

[[p]]With a bi-folding titanium patented microframe, our flagship folding bike will make you fly across the city streets.[[/p]]

[[p]]The above example lists jargon-like details that display no clear benefit. The term &lsquo;fly&rsquo; may also confuse a neurodivergent reader, as literally speaking, bikes don&rsquo;t fly.[[/p]]

[[p]]Here&rsquo;s a more inclusive sentence that addresses these issues:[[/p]]

[[p]]Our most popular folding bike packs away in minutes and its lightweight frame makes it a joy to ride through city streets.[[/p]]

[[p]]Here are a few more hints on how to make your copy more inclusive:[[/p]]

[[ul]]
	[[li]]Write in the [[a href="https://www.grammarly.com/blog/sentences/active-vs-passive-voice/" target="_blank"]]active voice[[/a]] rather than the passive voice as much as you can, e.g. &ldquo;store the bike indoors&rdquo; instead of &ldquo;the bike can be stored indoors&rdquo;.[[/li]]
	[[li]]Take the time to edit your copy a few times before signing it off. That way, you can &lsquo;trim the fat&rsquo; and get rid of anything that you feel isn&rsquo;t critical to your key messaging.[[/li]]
	[[li]]Make sure your content follows a logical format. Tell a story that guides your user step-by-step.[[/li]]
	[[li]]Break your content down into small, scannable chunks. Don&rsquo;t overuse font formatting like bold or italics, and use logical subheadings to navigate your users through your content.[[/li]]
	[[li]]Use a platform or app like Hemingway, Readable or ChatGPT for [[a href="https://digitalmarketinginstitute.com/blog/what-are-the-best-ai-and-marketing-automation-tools" target="_blank"]]AI-powered[[/a]] feedback on how to make your copy punchier and easier to read[[/li]]
[[/ul]]

[[p]]Another important inclusive consideration when it comes to inclusive content is visuals &ndash; more specifically, colors.[[/p]]

[[p]]Many neurodivergent users find it challenging to process colors that appear too bright or contrasting. So, using more understated colors with pastel tones or single-hues will make your content designs (landing pages, blog posts, emails, app screens, etc.) less overwhelming.[[/p]]

[[p]]Using a maximum of three complementary colors on a white background is generally the best approach when it comes to making your content design more inclusive for neurodivergent users. Using these colors consistently on-page is also important as it will reduce [[a href="https://digitalmarketinginstitute.com/blog/10-strategies-to-manage-burnout" target="_blank"]]mental stress or burnout[[/a]].[[/p]]

[[p]]For instance, you can assign one colour to the web page&rsquo;s anchor text, one colour to any links or [[a href="https://digitalmarketinginstitute.com/resources/glossary/call-to-action-cta" target="_blank"]]CTA buttons[[/a]], and one colour to headings to avoid confusion or frustration.[[/p]]

[[p]][[a href="https://www.scope.org.uk/" target="_blank"]]Scope[[/a]]&rsquo;s website, for example, uses a subtle blend of colors that incorporates white. The colors are used consistently and the turquoise-style button at the top of the screen differentiates from the other purple buttons to highlight the organization&rsquo;s dedicated to offering advice and support.[[/p]]

[[p]]When you&rsquo;re designing a piece of marketing content, you should always use clean and concise visuals to support your text. [[a href="https://digitalmarketinginstitute.com/blog/airbnb-welcoming-the-world-transforming-travel" target="_blank"]]Airbnb[[/a]] is a good example of a brand using imagery to support its accommodation descriptions.[[/p]]

[[p]]One of the most effective ways of making your digital marketing content is to offer it in a range of formats. Doing so will ensure your consumers can access what you have to offer in a way they feel most comfortable.[[/p]]

[[p]]Here are some formats to consider:[[/p]]

[[ul]]
	[[li]]Audio reading or transcription features that narrate your text and offer audio prompts as your consumers browse through your content.[[/li]]
	[[li]]Fully descriptive subtitles for any form of video or animated visual content, like [[a href="https://www.mayoclinichealthcare.co.uk/" target="_blank"]]Mayo Clinic&rsquo;s[[/a]] informational videos, complete with embedded subtitles and video transcripts.[[/li]]
[[/ul]]

[[ul]]
	[[li]]Extra pieces of user experience (UX) or microcopy that offers practical prompts or descriptions as you hover over every design element (buttons, text, imagery, input boxes, etc.). This can provide clear advice on how to navigate your way through the page. Mayo Clinic, for example, offers its users an interactive on-page keyboard to make it easier for its users to search for information.&nbsp;[[/li]]
[[/ul]]

[[ul]]
	[[li]]Use customization options that allow people to change the contrast or brightness of any screen or page they&rsquo;re browsing.[[/li]]
[[/ul]]

[[p]]Top tip: Read the UK government&#39;s [[a href="https://accessibility.blog.gov.uk/2016/09/02/dos-and-donts-on-designing-for-accessibility/" target="_blank"]]advice on designing for accessibility[[/a]].[[/p]]

[[p]]Considering neurodivergent people for your online content is just one part of a greater awareness of accessibility issues for your brand. Accessibility is also often the law.[[/p]]

[[p]]You should ensure that you work within official [[a href="https://www.w3.org/WAI/standards-guidelines/wcag/" target="_blank"]]Web Content Accessibility Guidelines (WCAG)[[/a]] and perform a VPAT to ensure conformity. There are four guiding principles to abide by WCAG:[[/p]]

[[ol]]
	[[li]][[strong]]Perceivable[[/strong]] &ndash; Include text alternatives for any media, include captions for multimedia, create content that can be presented in different ways, make is easy for users to see and hear.[[/li]]
	[[li]][[strong]]Operable[[/strong]] &ndash; Make all functionality available from a keyboard. Make it easier to use inputs other than a keyboard. Give users enough time to read content. Do not use content that causes seizures and physical reactions. Help users navigate content.[[/li]]
	[[li]][[strong]]Understandable[[/strong]] &ndash; Make text readable and understandable. Make content appear and operate in predictable ways. Help users avoid and correct mistakes.[[/li]]
	[[li]][[strong]]Robust[[/strong]] &ndash; Maximise compatibility with current and future trends.[[/li]]
[[/ol]]

[[p]]The Americans with Disabilities Act (ADA) is the primary US law ensuring equal opportunities for people with disabilities. The Department of Justice (DOJ) use WCAG as a benchmark for digital accessibility.[[/p]]

[[p]]The UK uses WCAG as the standard for accessibility laws, and uses it to determine if a website is accessible or not. Other legislation that organisations in the UK need to be familiar with include: The Equality Act (2010), The Accessibility Regulations 2018 (No.2), and the Accessibility (Amendment) (EU Exit) Regulations 2022.[[/p]]

[[p]]The European Accessibility Act (EEA) mandates accessibility for products and services across the EU. Every business within the EU is required to abide by this act. Additionally, this directive applies to international business providing products or services within the EU.[[/p]]

Screenshot from Mayo Clinic conditions list

[[p]]While these tips on inclusive content are valuable, there&rsquo;s no denying that the very best way to ensure your marketing campaigns and content are fully accessible to neurodivergent users is by having the right people in-house.[[/p]]

[[p]]The biggest experts on creating inclusive content for neurodivergent consumers are, well, neurodivergent marketers. With neurodivergent marketers on the team, you will be better equipped to implement the tips and adjustments we&rsquo;ve discussed here in a way that is correct, compliant, and offers real value.[[/p]]

[[p]]By being more inclusive in hiring decisions, today&rsquo;s brands stand a chance of achieving genuinely inclusive marketing content and communications.[[/p]]

[[p]]Tech colossus Microsoft, for instance, has launched its own [[a href="https://www.microsoft.com/en-us/diversity/inside-microsoft/cross-disability/neurodiversityhiring" target="_blank"]]neurodiversity (ND) hiring program[[/a]] to attract and nurture neurodivergent talent across the organization.[[/p]]

[[p]]To achieve a culture of diversity and inclusion, it&rsquo;s important to raise awareness, understand your audience, gather the right insights concerning neurodiversity, and include the right people in hiring or onboarding processes to drive real change.[[/p]]

[[p]]The majority of the neurodivergent population struggle to find gainful employment. But, by placing a strong focus on encouraging neurodiversity in digital marketing, everyone stands to benefit.[[/p]]

[[p]]Speaking to the [[a href="https://www.hrreview.co.uk/hr-news/diversity-news/most-neurodiverse-individuals-are-not-in-employment/141193" target="_blank"]]HRreview[[/a]], CEO of Neurodiversity in Business (NiB), Dan Harris, explains:[[/p]]

[[p]][[em]]&ldquo;Businesses around the country are waking up to the enormous benefits that having a neurodiverse workforce can bring to the table.&nbsp;[[/em]][[/p]]

[[p]][[em]]Neurodivergent individuals can bring single-mindedness, attention to detail, innovative thinking patterns, diligence and creativity to bear on any number of practical business matters. But they need better support than is currently available."[[/em]][[/p]]

[[p]]Additionally, you should train your employees in diversity and inclusion to reduce bias, improve collaboration, and to create a fair workplace. This way, accessibility is embedded as a core value, leading to more adherence to your website&rsquo;s overall accessibility standards.[[/p]]

[[p]]Inclusion should exist in every pocket of society. Every person should have access to opportunities, content, experiences, and services, offline and online. As a modern brand, focusing on inclusion will ensure that most people can access what you have to offer. They will benefit and so will you. It&rsquo;s a win-win situation.[[/p]]

[[p]]Neurodiversity describes the differences in the way people&rsquo;s brains work. Every person&rsquo;s brain is different, but some people tend to be excluded from certain aspects of the world because of particular medical disorders, learning disabilities, and other conditions.[[/p]]

[[p]]It&rsquo;s estimated that 15-25% of the global population identify as neurodivergent, according to the IMA. That&rsquo;s a large portion of the world&rsquo;s population. Autistic people, dyslexic people, dyspraxic people, and those with ADHD, for instance, are part of the neurodivergent population.[[/p]]

[[p]]Neurodivergent people see and experience the world differently to &lsquo;neurotypical&rsquo; people (those whose brain functions are seen as &lsquo;standard&rsquo;), and these differences extend to the digital as well as physical world.&nbsp;[[/p]]

[[p]]As such, some design formats, fonts, screen layouts, navigational functions, colours, text, and imagery might not make sense to a neurodivergent person. Often this can cause stress and frustration.[[/p]]

[[p]]Developing digital communications and accessible designs that are inclusive to neurodivergent consumers and those with all sorts of disabilities will ensure you&rsquo;re not alienating people because of their differences &ndash; it will also help you connect with a wider range of people.[[/p]]

[[p]]To help make your website content and communications more inclusive to everyone, here are some practical tips for your consideration.[[/p]]

[[p]][[a href="https://www.scope.org.uk/" target="_blank"]]Scope&rsquo;s website[[/a]], for example, uses a subtle blend of colours that incorporates white. The colours are used consistently and the yellow-style button against the yellow circle differentiates from the other purple buttons at the top of the page. This highlights the organisation&rsquo;s dedication to accessibility and inclusion.[[/p]]

[[p]]Content is an effective way to attract, engage and influence your audience but there&rsquo;s an art to good content. DMI&rsquo;s industry aligned short [[a href="https://digitalmarketinginstitute.com/students/short-courses/content-marketing" target="_blank"]]Content Marketing certification[[/a]] will show you how to develop a holistic content marketing strategy to create high-quality text, video, and visual content using AI tools like ChatGPT and CapCut. You&rsquo;ll also learn how to build SEO-rich content aligned to Google&rsquo;s E-E-A-T principles and gain the skills to drive measurable impact across every stage of the content lifecycle to become an in-demand marketer. Sign up today![[/p]]

How to Make your Digital Marketing More Inclusive for Neurodivergent Consumers

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