From Artificial Inclusion to Social Innovation: Reimagining Marketing Strategies for Neurodivergent Consumers

Ashley Denisse Guzmán Alcazar, María Fernanda Jiménez Núñez, Hugo César Enríquez-García, Javier de Jesús Hernández Ramírez, Reyna Elena Márquez Gutiérrez

Abstract


Purpose: To critically analyze inclusive marketing strategies directed at the ASD community to evaluate their authenticity regarding real social integration and strategic viability within the Mexican context.

Design/methodology/approach: A qualitative exploratory case study was implemented, triangulating data from a face-to-face in-depth interview with a neurodevelopmental public health expert and in-person lived-experience questionnaires administered to consumers formally diagnosed with ASD.

Findings: Hyper-stimulating retail spaces and abstract advertising trigger commercial exclusion. Implementing sensory-friendly environments and literal communication tools mitigate cognitive friction and directly stimulate purchasing decisions.

Practical implications: The findings suggest that brands would benefit from implementing structural sensory adaptations and literal visual aids (e.g., pictograms) at points of sale, treating neurodivergent accessibility as a tangible competitive advantage rather than a mere philanthropic endeavor.

Originality/value: By intersecting consumer neuroscience and inclusive innovation, this study demonstrates that transitioning to accessible commercial practices protects brands from perceived inauthenticity (woke washing) and fosters true market equity.

Keywords: Inclusive Marketing, Autism Spectrum Disorder, Sensory Branding, Social Innovation, Consumer Behavior.

DOI: https://doi.org/10.58869/EJABM12(2)/02


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References


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European Journal of Applied Business and Management

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DOI: https://doi.org/10.58869/EJABM

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