In recent years, there has been an evident increase in conversations around the relationship between neurodiversity and creativity. Neurodiversity, encompassing conditions such as autism, ADHD, dyslexia, and others, refers to the natural variations in human cognition.

The shift in focus allows people to see how diverse cognitive abilities can enhance creativity and innovation. SAP’s Autism at Work program serves as a good example where they hire individuals on the autism spectrum. By recognising their unique problem-solving skills and attention to detail, SAP has reported increased innovation and productivity.

Unique perspectives fueling creativity

Mark Fairbanks, Co-founder and Executive Director of Islands of Brilliance, says that, “If you want different thinking then include individuals who are wired to think differently.” Neurodivergent individuals often approach problems and tasks differently from their neurotypical peers, which can lead to innovative solutions and creative outputs.

This idea is exemplified in the world of advertising by Lucy Hobbs, a neurodivergent (Autistic and ADHD) ex-advertising creative who is also highly experienced in neurodiversity advocacy and public speaking. She has worked on brands like Universal Music, Ogilvy, Giphy US, Axa Healthcare, Havas, Publicis, National Grid, Coca-Cola, and many more.

While Lucy could generate award-winning ideas in her creative work, she struggled with the day-to-day tasks and responsibilities that others found easy. Her experience underscores the value of including neurodivergent individuals in creative fields—they bring unique and valuable perspectives that can lead to exceptional outcomes.

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Hyperfocus leading to productivity

Neurodivergent individuals often have the ability to hyperfocus, which can be a double-edged sword. While it allows them to immerse deeply in tasks they are passionate about, it can also make it challenging to do something they aren’t interested in. It makes them better at tasks that require focus and out-of-box thinking. They can delve deeply into projects, often producing work with exceptional detail and originality.

This ability to immerse in work can be an asset in fields that value innovation and creativity. Hyperfocus also helps them excel in managerial roles where they’re able to find unique solutions and understand different perspectives.

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Enhancing problem-solving skills

Neurodivergent individuals are often great at problem-solving, a critical skill in the creative industries. Their ability to think outside the box and approach problems from various angles can help find unique solutions.

According to Ruben Kesherim, “Many individuals with autism excel in logical thinking and reasoning. They often approach problems in a systematic and logical manner.” This skill set can be beneficial in creative industries, where identifying and leveraging subtle market trends can make a campaign successful.

Kennichi Ortega, a divergent creative from the Misfits Camp, can be looked at as an example. He’s created a therapeutic aid to train neurodiverse students or therapy patients to improve their recognition of human emotions in facial expressions.

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Managing multiple tasks simultaneously

In the creative industries, the ability to juggle multiple tasks is often essential. Interestingly, neurodivergent individuals can excel in this area due to their unique cognitive processes. It’s estimated that around 20-50% of those working in the creative industries are neurodiverse, and the numbers can certainly vary due to missed or late diagnoses, lack of awareness, or people choosing not to disclose their condition to their employer. This significant presence highlights the need to better understand and support neurodivergent individuals in these fields.

One illustrative example is Palash Gogoi, a neurodivergent artist and a Performance Marketing Manager & Creative Strategist at ScaleSauce. Palash’s neurodiversity helps them multitask effectively. While they’ve noticed that many neurotypicals around them are either focused on numbers or creative work, Palash can bridge the gap because of their neurodiversity. Although completing certain tasks can be challenging at times, their neurodiversity helps them showcase a diverse skill set, proving advantageous in their role.

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Conclusion

Neurodiversity holds immense potential to transform various industries, especially creative businesses. With a supportive and flexible work environment, sensitivity training, and an empathy-led approach, workplaces can leverage the unique strengths of neurodivergent creative people. From a business point of view, diversity combined with creativity can lead to profitability.

We had a riveting conversation with someone who has been working closely with neurodivergent creatives. Merlee Cruz-Jayme, a seasoned advertising professional turned founder and Chairmom of The Misfits Camp, spoke about her experiences. From working with neurodivergent creatives to building successful client relationships over the years, watch the full interview to know more.