#Workplaceinclusion

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?

Thailand’s creative sector stands at a pivotal moment. A global campaign presented at a major festival argues that neurodivergent minds—including ADHD, autism, dyslexia, and Tourette syndrome—are not a trend but a powerful driver of creativity. Thai firms and universities are encouraged to adopt inclusive practices to gain a competitive edge through diverse ways of thinking.

The campaign, led by a global agency, opened with a provocative session titled “Neurodivergent Minds: They Don’t Need Advertising. Advertising Needs Them.” Leaders from marketing, health networks, and the arts stressed how varied perspectives spark breakthroughs. A performing artist with ADHD shared that her mind’s rhythm fuels her art in ways conventional measures of creativity cannot capture. This sentiment resonates globally and is gaining traction across sectors.

A growing body of research and lived experience shows that uninformed or dismissive responses when someone discloses they are autistic can harm relationships and well-being. Sensitivity and proactive understanding are increasingly important as autism diagnoses rise worldwide, including in Thailand. A recent piece in Psychology Today highlights practical steps that neurotypical people can take to support autistic individuals, emphasizing that everyday interactions matter more than generic reassurance.

In Thailand, as in many places, autism remains surrounded by misconceptions shaped by outdated stereotypes and media depictions. When someone shares their autism, a common reaction such as “We’re all on the spectrum somewhere” can inadvertently invalidate their lived experience. Experts warn that such comments often close the conversation and leave autistic individuals feeling unseen at a moment when connection and support are most needed.

A growing body of research and personal testimony is highlighting the profound impact that uninformed reactions can have when someone discloses their autism, calling for greater sensitivity and awareness, especially as autism diagnoses rise globally and in Thailand. A recent article in Psychology Today titled “Three Things Neurotypicals Should Know About Autism,” published on May 14, 2025, distills key insights from autistic communities that reveal why common but misguided responses can deeply harm relationships and well-being for those on the spectrum (Psychology Today).