It is a strange thing when your little social backwater suddenly becomes outrageously popular. In many ways, it is exciting that more people are starting to grasp what neurodiversity actually means — and how prevalent it really is. It’s a huge step forward from seeing neurodivergent ways of being as something "wrong" or needing to be "cured." But here is the thing: whenever something becomes widely recognised, there is a risk it gets turned into a commodity. Sadly, that is exactly what is happening with neurodiversity.

What is the Commodification of Neurodivergence?

Basically, it is when neurodivergent traits, experiences, or even our very identities get packaged and sold for profit. It is about turning a fundamental part of who someone is into a "problem" that needs a paid-for "solution," or a "trend" that companies can cash in on.

This is what Dr Nick Walker calls "the pathology problem". If there is a perceived market, businesses often follow — but not always with the best intentions for the people they are supposedly serving.

Three Ways You Might Recognise This Process

Commodification isn't always obvious. Sometimes it is subtle, preying on our anxieties; other times, it is explicitly marketed to neurodivergent people or the neurotypical people who live with them.

1. The "Cure" and "Fix" Machine

This includes expensive therapies, specific diets, trendy supplements, or programmes that promise to "normalise" neurodivergent traits. These often target worried parents or neurodivergent adults who have internalised the idea that they should be more "normal."

A Note on Ethics: As a therapist, I acknowledge that I am part of this ecosystem. My justification is that I strive to be neuro-affirming, seeing neurodivergence as a way of being that needs support, not a disease to be cured. However, we must remain critical of the "grey areas" in private practise.

2. Neurodiversity as a Marketing Trend

Just as companies "greenwash" or "rainbowash" (supporting Pride publicly while ignoring LGBTQ+ rights internally), we are now seeing "neurowashing." Companies adopt "neurodiversity-friendly" branding or use problematic symbols without proper consultation. It is often about jumping on a bandwagon to look inclusive rather than providing genuine accommodations.

3. Profiting from Vulnerability

Many commodified "solutions" are sold to people who are struggling to navigate a world not built for them. When businesses swoop in with expensive, unregulated "hacks" or coaching without a solid evidence base, they are effectively monetising pain and anxiety.

Why Does This Matter?

What I object to is the exploitative nature of this shift. Specifically:

• It Stokes Ableism: It reinforces the idea that neurodivergence is a deficit.
• Financial Strain: Individuals spend fortunes on "fixes" that do not help, leaving them more desperate.
• Drowning Out Real Voices: When the focus is on what sells, the authentic needs of neurodivergent people get ignored.
• Fuels Self-Doubt: The constant push to "normalise" makes true self-acceptance harder to achieve.

What Can We Do About It?

We can make a difference by being conscious consumers and vocal allies:

1. Be a Conscious Shopper: Look for transparency and evidence. What are diverse neurodivergent people actually saying about this product?
2. Back Neurodivergent-Led Ventures: Support creators and professionals who are themselves neurodivergent. Lived experience combined with professional expertise is vital.
3. Demand Real Inclusivity: Push for structural changes in workplaces and schools, not just "awareness" buzzwords.
4. Challenge Tokenism: Question organisations that want your "ND brain" for a specific task but are not bothered about supporting you as a whole person.

By staying vigilant and championing ethical, neuro-affirming approaches, we can help build a world where neurodiversity is genuinely celebrated rather than just another product on the shelf.

If you’re looking for a space to reflect on your identity — outside of pathologising language or trendy buzzwords — you might find our free Neurodivergent Me course helpful. It is designed to support self-understanding and self-compassion.