A recent study conducted by Understood, Havas, and the American Association of Advertising Agencies (4As) reveals a striking reality: nearly 50% of professionals working in advertising, marketing, public relations, and media identify as neurodivergent—a significantly higher proportion than the 31% observed in the general population.
Despite this high representation, one in three neurodivergent employees in the creative industry reports feeling unsatisfied in their role, and at least 25% have experienced discrimination or bias in the workplace.
Neurodiversity refers to variations in brain function and behavior, often associated with conditions such as autism spectrum disorder, ADHD, and dyslexia. While these differences can drive innovation and creativity, many professionals feel pressured to conform to neurotypical standards.
“If 50% of creatives are neurodivergent, you’re not engaging 50% of the workforce,” said Nathan Friedman, co-president and CMO of Understood. “That’s not an insignificant number when you look at the size of the industry.”
Hidden Struggles Behind the Scenes
The report, titled “Unlocking Neurodiversity: A Creative Advantage”, draws from over 100 peer-reviewed studies, a survey of 300 industry employees, and in-depth interviews with neurodivergent professionals.
The findings paint a troubling picture:
- 50% of neurodivergent creatives say they avoid disclosing their neurodiversity at work due to stigma—a rate 56% higher than in other industries.
- 90% report “masking”—a coping mechanism involving altered behavior to appear more neurotypical—leading to fatigue, imposter syndrome, and anxiety.
- About 75% of all creative professionals, regardless of neurotype, feel their creative potential is limited by fast-paced environments that value real-time performance over thoughtful, divergent thinking.
The study suggests that workplace structures—constant meetings, real-time communication tools, open office plans, and inflexible expectations—can overwhelm neurodivergent individuals and stifle creativity across the board.
Toward a More Inclusive Creative Culture
These findings underscore the urgent need for systemic change in how the creative industry values and supports neurodiversity. The report encourages agencies and media organizations to foster environments that accommodate different working styles, reduce unnecessary pressure for real-time responses, and provide space for deeper thinking and reflection.
Unlocking the full potential of neurodiverse talent, the study argues, isn’t just an inclusion issue—it’s a strategic advantage in a field that thrives on original, unconventional ideas.
“Creativity comes from difference,” the report concludes. “If we’re not designing environments that support difference, we’re holding back the future of our industry.”
