Tesco’s initiative of making their space accessible is an interesting way to show support for those with hidden neurodivergence and disabilities to shop with Tesco in an accessible way. The supermarket dims the lights and lowers the noise of its checkouts from 9 am until 10 am every Wednesday and Saturday – essentially adapting their current space into an inclusive space. Tesco says the scheme is designed to help those with hidden disabilities in its stores and for older adults. It’s another gesture that shows a level of empathy but also an understanding of the brand’s current offering and how it can adapt for the community who may or may not shop with Tesco.
What I’ll be researching and my recommendations to get this conversation started
At d.fferentology, we are aiming to run an in-house project exploring the relationship between neurodivergent consumers and brands, using mixed methods. Which brands are communicating inclusively, and what are the areas for improvement? Are there any brands which are doing a particularly good job of aiding their neurodivergent customers? At present, this 22% doesn’t feel particularly well reflected in the way brands communicate which we sense isn’t just a missed opportunity for brands, but an area that researchers need to endeavour to understand more.
Wade, E. (2022). UK disability statistics: Prevalence and life experiences. [online] House of Commons Library. Available at: https://commonslibrary.parliament.uk/research-briefings/cbp-9602/ [Accessed 1 Nov. 2022].
By Tom Richer, Strategic Insight Executive