adh_we: transforming consumer experiences with neuro-inclusive design
9th December 2024
adh_we, a startup from the Oxford University Innovation incubator, pioneers neuro-inclusive consumer experiences.
“There are 800 million neurodivergent consumers around the world, and we’re just getting started.”
In today’s rapidly evolving consumer landscape, brands are constantly looking for ways to engage with their customers more deeply and meaningfully. Yet one crucial demographic can easily remain largely overlooked: neurodivergent individuals. adh_we, a pioneering company founded by Oxford graduates Olly and Amelia Markeson, is changing that by bringing the needs of neurodivergent consumers into the spotlight. Through a unique combination of lived experience, industry and academic expertise, adh_we is re-shaping how brands, from luxury retailers like Versace to thrift giants like Goodwill, engage with and cater to their customers.
From Oxford labs to global brands:
Born out of the OUI incubator, adh_we’s mission is clear: to improve consumer experiences for the neurodivergent 20%.
Olly, co-founder of adh_we, explains: “Neurodivergent people make up around 20% of the population, yet their specific needs are often overlooked in mainstream consumer strategies. Our goal is to address that gap and make neurodivergent insights a foundational part of brand development. This makes commercial sense for brands, while critically improving the experience of neurodivergent customers, whether banking, taking a holiday, eating out, or visiting a store.
“Our work with Versace illustrates how this approach can transform, for example, the luxury retail experience. We have worked closely with the store design and retail excellence team to establish a luxury client journey inclusive of those who are neurodivergent – principles first embraced by their most recently opened flagship store in Brussels. We’ve challenged a number of industry norms, and shown that creating experiences that consider, for example, sensory sensitivity and thoughtful social interaction, isn’t just good for the neurodivergent – it improves the experience for all.”
Founders with a shared vision:
adh_we was formed by Olly and Amelia, who both received late-in-life neurodivergent diagnoses, leading them to reflect on the profound impact of their individual experiences. Having met and later married, they realised how deeply their respective conditions had influenced their academic and personal lives. Their journey of self-discovery inspired them to channel their academic backgrounds at the University of Oxford into a mission focused on better understanding human behaviour, particularly in the context of neurodiversity. Informed by Olly’s previous experience as a leading brand strategist at companies including P&G and Virgin, they are the first to identify and specialise in the implications of neurodiversity on consumer behaviour.
Merging academic expertise with real-world insights:
What truly sets adh_we apart is its interdisciplinary approach. The team’s deep knowledge of neurodivergent behaviour is rooted not only in real-world experience but also in cutting-edge research. Amelia, co-founder of adh_we, highlights the unique role of academic collaboration in their work: “Working with academics from the wider Oxford research community is foundational to our business, grounding all our work with brands in robust academic expertise. Our relationship with Oxford University Innovation has also been crucial in ensuring our work is both innovative and evidence-based.”
She added: “We want to ensure that our recommendations are not just theoretical but are backed by real-world data. This is what makes our work different. It’s not just about understanding what consumers want; it’s about understanding how neurodivergent consumers interact with brands in ways that have historically been overlooked, in turn improving their access to and enjoyment of products and services, which others may take for granted. It is essential this is underpinned by human insight into the neurodivergent lived experience, and we are also leading in our recruitment of neurodivergent respondents, who we engage with specialised research methodology to ensure the voices of a full range of neurotypes are heard and accurately represented in the recommendations that we make.”
Impacting brands across the spectrum:
The company’s work spans a wide array of industries. adh_we’s collaboration with Goodwill – the world’s largest thrift store – underscores how neuro-inclusive design can apply across the retail spectrum. “Working with Goodwill allowed us to focus on optimising the shopping experience for neurodivergent customers in physical retail spaces where design choices are primarily driven with an austerity mindset,” said Amelia. “We specifically tailored our approach to address sensory sensitivities and situational ‘triggers’ in the environment. The outcome was a customer experience that minimised ‘triggers’ and maximised ‘glimmers’ – those moments of positive stimulation that enhance the shopping experience.
Both Olly and Amelia emphasised the universality of neuro-inclusive design. “Whether you’re designing for a luxury brand like Versace or a nonprofit like Goodwill, the principles of neuro-inclusive design apply. At adh_we, we see the work we’re doing as part of a larger movement to create more inclusive, accessible brand experiences that benefit all consumers,” Olly said.
Oxford University Innovation: A catalyst for growth:
A significant part of adh_we’s success can be attributed to its time in the incubator at Oxford University Innovation (OUI). As Olly puts it, “From the moment we engaged with OUI, they saw the potential in our mission. They were incredibly supportive, both in providing commercial guidance and helping us navigate the challenges of scaling our business. Having that support at such an early stage gave us the confidence to pursue a path we knew was important, but at times felt challenging to explain to others in the commercial world.”
Looking ahead: a movement towards neuro-inclusive design:
As adh_we continues to grow, both Olly and Amelia are focused on scaling their work globally, aiming to catalyse a larger movement toward neuro-inclusive design. “There are 800 million neurodivergent consumers around the world, and we’re just getting started,” Olly reflects. “With the support of Oxford University Innovation, we’re looking to further expand our reach, collaborate with more brands, and continue pushing the boundaries of what’s possible when it comes to inclusive consumer experiences.
Amelia concludes: “Ultimately, we want to see a world where neurodivergent individuals are not only seen but celebrated. We believe that every brand has the potential to embrace neurodiversity – not as a trend, but as a core principle of how they design for and engage with their consumers. We’re here to make that happen.”
To learn more about how adh_we is pioneering neuro-inclusive consumer experiences and transforming the way brands engage with neurodivergent individuals, visit their website.
Oxford University Innovation’s startup incubator has played a pivotal role in nurturing and guiding companies like adh_we. To learn more about the incredible startups being developed at Oxford, and how the OUI incubator helps bring ideas to life, visit Oxford University Innovation’s Startup Incubator
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