Beautiful Minds: Marketing in the Age of Neurodiversity

Neurodiversity refers to natural variation in human cognitive functioning. Just as biodiversity is essential for a robust and resilient ecological system, neurodiversity enriches societal systems by contributing a range of perspectives, skills, and ways of thinking. Recognizing and supporting different neurotypes can bring about unique marketplace solutions that benefit all consumers and give companies a competitive advantage. Unfortunately, neurodivergent consumers are systematically marginalized, stigmatized or commodified in the marketplace. This research proposes a radical reexamination of neurodiversity within the marketplace to develop a model that respects neurological differences as an identity similar to ethnicity, gender, or sexual orientation. This proposal specifically seeks funding to purchase software to manage a literature review of existing research at the intersection of neurodiversity and consumer behavior as part of a proposed 2025 TCR Track 1.