Are autistic people immune to marketing? Here are a few real life quotes from autistic individuals regarding marketing and its effectiveness:
"The more i see their commercials the less i want to buy it"
"It just seems so transparently phony."
"I find it hard to believe advertising works in general. I mean what company is going to say "our products are worse than this other brand"."
"Nearly any time I see a commercial or advertisement I think to myself, “who the fuck are these people trying to appeal to with this crap?”"
"That’s because the ads are designed to appeal to the way neurotypicals think, which doesn’t apply to us because we think in a different manner. Make no mistake, companies could absolutely figure out how to make ads that would work on us if they wanted, it just isn’t profitable enough to be worth it"
Inclusivity means creating content that acknowledges and accommodates the unique ways autistic people perceive and process information. Clarity, simplicity, and accessibility are crucial if you want to get your message across.
Here's why most advertising falls flat
What if marketing to people on the autistic spectrum meant simply addressing a savvier audience? People with autism are better at filtering out "the noise" in order to make economic decisions that are perceived as more rational. With that perspective, most advertising would be labeled as information that is not pertinent.
Beyond this innate ability to filter things out, autistic individuals face unique challenges with traditional marketing materials, including sensory sensitivities, difficulties with text-heavy content, and struggles with figurative language. Addressing these challenges enhances both inclusivity and effectiveness. Here are some reasons why your advertising campaigns fall flat with potential customers on the autistic spectrum:
Your marketing materials are overwhelming to individuals on the autism spectrum.
You have a lot of flashy animations and loud noises.
You overload them with too much information that's not properly formatted.
You do not front-load the most important thing in the beginning.
Autism-Inclusive Marketing Best Practices
Research indicates that autistic individuals make more deliberate and consistent purchasing decisions than neurotypical people. They are less likely to be swayed by emotional appeals and more likely to make decisions based on logic and reason. This means that marketers need to be clear and direct in their messaging, focusing on factual information rather than emotional manipulation. Here's how to go about it:
Simplify Content Marketing
Use clear headings, bullet points, and concise language to make information easier to process.
Avoid large blocks of text and use ample white space to reduce visual clutter.
This advice works for digital marketing that targets a wider audience but also search engine optimization.
Account for Sensory Sensitivities With Accessible Design
Use calm, neutral colors and avoid unnecessary animations or sounds.
Ensure all multimedia content includes captions and is accessible via keyboard navigation.
Clear Communication Helps you Reach a Broader Audience
Avoid figurative language and emotional appeals that might be misinterpreted.
Focus on clear, factual statements that directly convey your message.
Provide detailed and accurate information, avoiding ambiguity.
Consistent Navigation
Maintain consistent menus and layout structures across pages to provide a predictable and comfortable browsing experience.
Design forms with clear labels and logical tab orders to facilitate ease of use.
Ensure your website's navigation is logical and intuitive, making it easy for users to find what they need.
Engaging Content & Feedback Mechanisms
Use bold visuals and incorporate interactive elements like quizzes and polls to engage autistic individuals and gather feedback.
Provide clear feedback for user actions, such as form submissions or button clicks, to ensure users know their actions have been registered.
Predictable Patterns & Routines
Use predictable patterns in your content and design to create a sense of familiarity and ease.
Provide clear routines and schedules for events or releases to help users plan and anticipate.
Be transparent about data privacy and security to build trust with your audience.
Conclusion
Adopting these strategies can make marketing materials resonate with autistic individuals, fostering inclusivity and brand loyalty. Understanding cognitive styles plays a crucial role when it comes to having an impact. We encourage further research and discussion on autism and its impact on consumer behavior. Giulia Panozzo and Myriam Jessier are currently running a study on online shopping behaviors. Take a minute to fill it out and help us when it comes to collecting valuable data for the development of marketing best practices that are inclusive of autistic audiences. You can also looking into hiring us if you want a good performance-focused digital marketing partner!
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