What is neurodiversity and why is everyone suddenly talking about it?

Neurodiversity. A word that was once confined to academic circles and niche HR policies has now sauntered (stereotypically late) into the mainstream. The creative industry, in particular, has embraced it like a long-lost sibling.

At its core, neurodiversity. is the concept that variations in brain function - such as ADHD, autism spectrum disorder (ASD), dyslexia, dyspraxia, Tourette’s, and others - are part of natural human diversity, rather than clinical deficits to be "fixed". What once sat under the radar is now centre stage, thanks in part to changing workplace cultures, more open conversations about mental health, and, yes, a fair bit of social media fanfare.

But neurodiversity is not new. It’s just that, until recently, few companies were ready or willing to acknowledge it. Now, creative teams across agencies, studios, and in-house departments are finding that some of their sharpest thinkers, boldest designers, and most left-field copywriters are those who, quite literally, see the world differently.

The creative brain: why neurodivergence and creativity are old friends

The latter tend to gravitate towards the arts, marketing, and design - industries where "thinking outside the box" isn’t just a cliché but a job description.

John Cleese famously spoke of the creative process as one that thrives in "open mode" - a state where the mind can explore, procrastinate, and play before finally landing the big idea. Many neurodivergent individuals operate precisely in this way. They are often wired to challenge conventions, to avoid neat and linear thinking, and to wrestle solutions from chaos.

In his talk, Cleese even admitted that many great creatives delay work - not out of laziness, but because their brains are still marinating the concept, quietly waiting for that spark to ignite. Sound familiar? For creatives with ADHD or dyslexia, this tension between disorder and brilliance is often where the magic happens.

The stats: how common is neurodiversity in the creative industries?

While hard data can be elusive, multiple studies and surveys indicate a disproportionately high number of neurodivergent individuals in the creative industries. A 2020 report by Universal Music’s Creative Differences project found that up to 40% of people in the UK’s creative sector identify as neurodivergent—compared to an estimated 15-20% in the wider population.

Meanwhile, research by Creative Equals suggests that creatives with ADHD are overrepresented compared to their neurotypical peers, particularly in roles involving ideation, rapid problem-solving, and nonlinear storytelling.

Why? Because neurodivergent brains are often primed for pattern recognition, abstract thinking, and risk-taking. The same traits that make a boardroom accountant twitch—disorganisation, impulsivity, hyper-focus—can be rocket fuel for designers, writers, filmmakers, and brand strategists.

Why everyone seems to have ADHD (or thinks they do)

It’s impossible to explore this topic without addressing the elephant in the room: the growing trend of self-diagnosed ADHD. Instagram reels, TikToks, and LinkedIn posts are awash with confessions of "undiagnosed neurodivergence," as if ADHD is the latest designer label.

While greater awareness is generally positive, there’s a risk that terms like ADHD and autism are being diluted by overuse.

When a colleague confesses to being "a bit ADHD" because they forgot a meeting or lost their keys (or didn’t fill in their time sheets_again), can trivialise the genuine challenges faced by those who actually live with these conditions.

Part of this surge is likely down to society’s growing distaste for the rigid, linear, 9-to-5 model of work. Creativity, after all, is messy, nonlinear, and often deadline-adjacent. And so, it’s tempting to self-diagnose every instance of creative chaos as a sign of being neurologically "special." But while the internet has made it easier to access information, it has also muddied the waters between quirky work habits and medical reality.

The sceptics: when does healthy debate turn into cynicism?

The backlash has arrived on schedule. Some argue that neurodiversity has become a catch-all excuse for poor organisation, missed deadlines, and questionable people skills. Others suggest that companies are turning it into a marketing badge, using it to posture as forward-thinking employers without making meaningful adjustments.

But scepticism becomes cynicism when it dismisses neurodivergence as mere trendiness. The reality is that many creatives who are wired differently face obstacles that neurotypical colleagues may never encounter - from sensory overload and executive dysfunction to social anxiety and burnout. More later.

The messy brilliance: how neurodivergence shapes creative work

Let’s return to the positives - because there are plenty. Neurodivergent creatives often bring unique advantages to their pursuit. Take dyslexics, who are statistically overrepresented in design roles and often excel in spatial reasoning and visual problem-solving. Or those with ADHD, whose ability to hyperfocus can turn last-minute pitches into masterstrokes of ingenuity.

Consider Richard Branson (dyslexia), Steve Jobs (thought to have traits consistent with ASD), or the ever-quoted Einstein (rumoured to be dyslexic and possibly autistic). These are people whose minds refused to follow conventional playbooks - and who consequently rewrote them.

Creativity often thrives at the edge of comfort zones. The ability to push beyond the obvious, to see connections where others don’t, is a hallmark of neurodivergent thinkers. And while neurotypical teams can absolutely deliver exceptional work, the unpredictable wiring of a neurodivergent mind can sometimes produce ideas that are… well, genuinely new.

The darker side: when neurodivergence and the modern workplace clash

That said, this isn’t a fairy tale. The modern workplace, for all its bean bags and "collaboration hubs," is still often structured for neurotypical brains. Open-plan offices can overwhelm those with sensory sensitivities. Linear project management tools may frustrate creatives who jump between tasks intuitively rather than methodically. 

There’s also the risk of burnout. The very traits that drive neurodivergent creatives to excel - perfectionism, hyperfocus, obsessive attention to detail - can also lead them to overwork, isolate, and ignore personal wellbeing - even, sadly, to the point of depression.

Employers who want the full value of neurodivergent talent need to stop offering lip service and start providing meaningful support: flexible work environments, clearer briefs, access to mentors, and spaces where "different" isn’t just tolerated but welcomed. One such exemplar of inclusive action is SAP, the global software company.  It’s been a leader in employing neurodivergent talent, particularly through its SAP Autism at Work program. The program provides flexible work arrangements, clear communication, and mentors to help neurodivergent employees thrive.

Embracing the difference: where do we go from here?

So, where does this leave us? Neurodiversity is neither a silver bullet nor a corporate fad. It’s a reality of human variation - and one that creative industries are uniquely placed to benefit from, provided we move past tokenism and into genuine inclusion.

For leaders, this means recognising that neurodivergent talent won’t always colour within the lines - and that’s precisely the point. For creatives, it’s about understanding that while the buzzwords may be fashionable, the lived experience is complex and often hard-won.

Neurodivergence will continue to reshape how we define "talent" in the creative space. The challenge is to ensure we don’t reduce it to a trendy footnote or a box-ticking exercise. Because, ultimately, it’s not about the label. It’s about the work - the kind that makes us stop, think, and see the world through someone else’s eyes.

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