A new international campaign launched at the 2025 Cannes Lions Festival is sending a strong message: neurodivergent minds are not a passing trend, but a critical force shaping the future of creativity. The “Beyond the Brief” initiative, helmed by multinational creative agency Havas, aims to radically shift how the creative industries understand, hire, and cultivate neurodivergent talent—emphasizing their potential as essential, not simply included as an act of tokenism. As the global conversation evolves, Thai companies and creative industries are now faced with the question: how can Thailand seize the competitive advantage that embracing neurodiversity offers?
The campaign debuted on Neurodiversity Pride Day with a high-profile panel at the Palais Lumière Theatre in Cannes, provocatively titled, “Neurodivergent Minds: They Don’t Need Advertising. Advertising Needs Them.” The discussion, moderated by an international news podcast host and joined by industry and creative luminaries such as the Chief Executive of Havas Creative and Health Networks, a pharmaceutical executive from Merck KGaA, and British artist Lola Young, argued that creativity in advertising, arts, and digital innovation thrives precisely because of diverse minds—especially those often considered “different.”
British singer-songwriter Young, who has ADHD, captured the spirit of the movement, saying, “I’m not here to fit into anyone’s idea of what ‘creative’ should look like. I’m here because the way my mind works is exactly why my art connects.” Her view—that ADHD and similar neurodivergent traits are not barriers but engines for originality—echoes a growing recognition in both research and workplaces worldwide.
Backing this lived experience, fresh data is making the business case for change. A 2025 study by Understood.org and the Ad Council found that 69% of neurodivergent professionals believe their style of thinking gives them a creative advantage. Yet, only 19% feel their workplaces offer meaningful support (Forbes). This persistent gap between untapped potential and structural barriers has caught the attention of leading organizations, sparking new approaches to hiring, training, and workplace design.
This shift is particularly timely in Southeast Asia, where technology, advertising, media, and even education have become key growth sectors. For years, creative firms in Thailand have celebrated “thinking outside the box,” but international advocates argue many neurodivergent people never saw the box in the first place—their thought patterns and creative connections are fundamentally different. This edge is becoming even more valuable as artificial intelligence transforms what human creativity looks like in every field.
Globally, initiatives like “Beyond the Brief” are tackling persistent challenges that neurodivergent individuals—such as those with ADHD, autism spectrum disorder, dyslexia, or Tourette syndrome—encounter. Job listings still rely on vague buzzwords, hiring managers often unconsciously prioritize eye contact or “charm” over substance, and office environments may be overwhelming for those with sensory sensitivities. Havas’ campaign provides practical resources on their microsite, including downloadable guides for more inclusive hiring and sensory-friendly workspaces, aiming to erase the friction that locks talented people out.
As the Chief Executive of Havas Creative and Health Networks stated, “The campaign calls on everyone in the industry to help shape a future of creativity that’s more dynamic and powerful than ever before…that future requires intentional, actionable change, not just applause from the audience.” For Thailand, well-known for its vibrant advertising sector and emerging digital content scene, the implications are immediate: companies must move beyond simply celebrating diversity in policy to actually delivering it in process and practice.
Digging deeper, research from PubMed reinforces these findings: studies show that neurodiversity—embracing cognitive differences including autism, ADHD, and learning disabilities—fuels innovation, workplace adaptability, and out-of-the-box problem solving (Chamorro-Premuzic, T. & Akhtar, R., 2023, PubMed). Furthermore, school systems that accommodate neurodivergent learners with individualized learning and low-barrier opportunities help build skills relevant for a 21st-century economy, with some international programs seeing increased rates of entrepreneurial and creative success (Carpenter, B., 2020, PubMed).
However, the road is not without obstacles. In Thailand, awareness about neurodiversity is advancing but remains limited both in education and industry. According to expert educators at a leading Bangkok university, students with ADHD or dyslexia in Thai schools often face misunderstanding, limited accommodations, and social stigma rather than support. While Thailand’s National Education Act promotes inclusion, implementation is inconsistent and most programmes are aimed at basic access, not the harnessing of specialized talents (UNESCO Bangkok, MCOT English News). Furthermore, workplace sensitivity towards neurocognitive differences often lags behind more visible forms of diversity.
Yet models exist for advancement. Major corporations in Europe and the US are investing in neurodiversity hiring programs, partnering with advocacy organizations, and redesigning evaluation criteria to level the playing field. Global audits show these steps boost productivity, reduce staff turnover, and differentiate brands in crowded markets. Locally, a growing number of international schools and innovative Thai tech firms are piloting “neurodiversity-friendly” practices, but scaling this up remains a challenge.
Cultural context is also crucial for success. Thai society values collective harmony (kwam-samakee), face-saving, and polite interaction. For some neurodivergent individuals, especially those who communicate differently or struggle with social cues, the emphasis on fitting in can compound stress and workplace exclusion. Awareness campaigns must therefore incorporate local values—such as building community and mutual family support—but also challenge taboos that prevent frank discussion of neurological differences.
The potential upside is immense: as one Thai education policy expert described, “Harnessing neurodivergent strengths is not just about social justice—it is a smart growth strategy for Thailand’s knowledge economy.” Sectors like creative design, tech startups, game development, digital marketing, and even scientific research are already facing talent shortages and need new approaches to finding and retaining innovators.
International research offers recommendations highly relevant for Thailand’s companies and educators:
- Revise recruitment practices to focus on skills, portfolio work, or “work samples” rather than high-pressure interviews and open office assessments (Harvard Business Review).
- Train supervisors and HR professionals to better recognize, understand, and support neurodivergent colleagues (Autistic Self Advocacy Network, Understood.org).
- Establish quiet zones or offer flexible schedules to reduce sensory overload—an adjustment that benefits many.
- Integrate neurodiversity awareness into corporate social responsibility (CSR) programs and university-industry partnerships.
- Highlight neurodivergent role models in creative industries—whether globally recognized artists, Thai startup founders, or local design influencers.
The need for such transformation is not abstract. As the Havas panelists emphasized, ignoring the value of neurodivergent perspectives is equivalent to turning away from the direction innovation already travels. In the age of AI, automation, and shifting global norms, creative industries both in Thailand and abroad must reject the idea that talent comes in a single mold. Instead, they must build systems that recognize, nurture, and protect the extraordinary diversity of human minds.
For Thai readers—whether business owners, hiring managers, educators, or parents—the message is clear and urgent. Begin by learning more about neurodiversity: its definitions, strengths, and challenges. Audit workplace practices and educational policies for unintended barriers. Engage with self-advocate organizations and international partners, adapting global best practices for local realities. And above all, when the time comes to hire, teach, or collaborate, ask: “Does the system allow every kind of mind to show what it can do?”
In the end, the future of Thailand’s creative economy—like the global creative sector showcased at Cannes—will be shaped not by how well we honor tradition, but by how boldly we embrace minds that never fit into the old box. To step forward is not simply to follow a trend. It is to invest in the genuine engines of tomorrow’s innovation.
For further insight and practical guides, Thai readers are encouraged to explore the resources provided by Understood.org, UNESCO Bangkok, and the original campaign detailed by Forbes.