A Neurodiversity Perspective on Fostering Marketplace Inclusion by Bridging Ability Mismatches

Journal of Public Policy & Marketing

Inclusive design is increasingly important to both consumers and firms. Lteif et al. (2025) importantly identify four categories of ability-barrier mismatches that impede marketplace inclusion and consumption. They further provide a framework for addressing these mismatches, but the microdynamics underlying the mismatches and ways of overcoming them are opaque. We build on their exciting framework by offering a neurodiversity-informed perspective that makes two contributions to understanding marketplace inclusion. First, we offer the “double empathy problem” (Milton 2012) as a foundational interpersonal dynamic underlying social interaction mismatch that also underpins other forms of mismatch and inhibits inclusive policies from realizing their potential. Second, we propose reimagining the challenges of disability inclusion as diversity to be embraced, rather than difference to be accommodated. The latter intends to redress “othering” that underpins exclusion and marginalization (Cohn-Vargas and Zacarian 2024) and depends on benevolent accommodations by those in positions of authority (Kithinji 2023).