In today’s marketing world, Diversity, equity and inclusion (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.

Digital accessibility is the principle of ensuring inclusivity online for those with disabilities. Developing  that are inclusive to people with disabilities will ensure you’re not alienating people because of their differences – it will also help you connect with a wider range of people.

But, many people – like those with neurodiversity – have a hidden disability, albeit one that still affects their experience of navigating online.

In this blog, we’ll cover:

• What is neuro diversity?

Neurodiversity describes the differences in the way people’s brains work. Every person’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.

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

Neurodivergent people see and experience the world differently to ‘neurotypical’ people (those whose brain functions are seen as ‘standard’), and these differences extend to the digital as well as physical world. 

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.

Developing digital communications and accessible designs that are inclusive to neurodivergent consumers and those with all sorts of disabilities will ensure you’re not alienating people because of their differences – it will also help you connect with a wider range of people.

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