Historically, the UK shopping and retail experience has not been designed to meet, and does not adequately consider, the needs and preferences of the neurodiverse community. Some National Health Service (NHS) and Advisory, Conciliation and Arbitration Service (ACAS) statistics report that, in the UK, one in seven people has a neurodiversity diagnosis. Notwithstanding the foregoing, many neurodivergent customers report that they find in-store and/or online shopping to be, at worst, unavailable to them based on their needs and, at best, an unenjoyable experience that they prefer to avoid.

Taking a step back, when we use the term “neurodiversity” we refer to the different ways that a person’s brain processes information, in particular sensory stimuli and social cues. The term is intended to encompass a wide range of conditions, such as autism or autism spectrum conditions ADHD – attention deficit hyperactivity disorder; ADD – attention deficit disorder; dyscalculia; dyslexia; dyspraxia, and developmental coordination disorder (DCD).

Processing the problem

For neurodivergent people, the volume of information to be interpreted and managed while shopping in-store can be complex to navigate, and often causes anxiety and stress. For example, crowded spaces can cause difficulties for those who struggle with social discomfort and unpredictable environments, and bright artificial lighting or loud noises (such as background music and announcements) can be overwhelming and unsettling. Further, many stores lack basic accommodations such as clear signage and appropriate staffing.

Supermarkets are commonly reported to be one of the most problematic environments to manoeuvre because they can bombard multiple senses in tandem: consider the beeping of self-checkout machines against the temperature changes in refrigerated aisles alongside a multitude of smells from fresh fish counters to fresh flower displays. In fact, the University of Reading reported that supermarkets were losing out on a potential £13.5m in weekly revenue (more than £700m per year) from autistic people choosing to avoid them.

Online shopping may be a better option for some, but it also poses its own distinct challenges. Many websites seek to prioritise sensorial heightening paired with the fastest checkout possible and this can create somewhat of a minefield: certain fonts could be difficult to discern for some dyslexic people, overwhelming colours could cause sensory overload for some with autism, and pop-ups and animations could be distracting for some with ADHD.

Promising progress

Taking a step forward, many retailers have taken action to foster a more inclusive shopping experience, and progress on this front should be recognised as a step in the right direction. Some examples we have found are as follows:

The quiet hour: An evermore commonly seen practice in retail is the implementation of the ‘quiet hour’. Put simply, this involves an hour of the day (usually earlier in the day) during which physical retailers change the shopping experience by, for example, reducing the sensory input by dimming lights, turning off background music and lowering the volume of checkout sounds. The quiet hour has been implemented by many British supermarkets (including M&S, Tesco, ASDA and Morrisons) as well as Selfridges and Westfield.  

Quiet spaces: In the future, retailers may take the quiet hour one step further by incorporating ‘quiet spaces’. These are sensory-sensitive-spaces where shoppers can take a break and pause, and they are designed to encourage relaxation by featuring textured walls, dimmed lighting and calming artwork. One London shopping centre at the O2 already offers a quiet space.

Alternative modes of supermarket shopping: Increasingly, supermarkets are offering alternative ways to shop. For example, supermarket pick-up services may appeal to those who find shopping both in-person and online tough. Additionally, most major supermarkets now offer the ability for customers to scan and pack as they shop; this option may be preferred by those who experience social anxiety at tills or in social interactions. Further, the options of unmanned tills, or till-less shopping altogether, are an additional option in some supermarkets (such as Amazon Fresh and certain branches of Sainsbury’s and Tesco) and these can be helpful for customers who prefer not to interact with staff. Although these alternate shopping modes may not necessarily have been originally conceived with neurodivergent people in mind, they still hold value for this community.

The Hidden Disabilities Sunflower scheme: Many retailers, and especially supermarkets (such as M&S, Tesco, Morrisons, ALDI and LIDL), take part in the Sunflower lanyard scheme, through which they offer free lanyards for customers to wear in-store to indicate that they have a non-visible condition. Employees are trained to recognise the meanings of the lanyards, and what assistance they could helpfully give (or not give) based on each one.

Staff training: There is plenty of room for retailers to lean into providing relevant training to their employees (whether within or outside of the Sunflower lanyard scheme) to increase awareness and, therefore, to ensure that customer service can be tailored appropriately. For example, retail staff can be trained on supportive ways to approach a distressed person and how to help other customers understand when someone is struggling. Simply spending more time at the till with neurodivergent people can be equally important. Looking at e-commerce too, effective customer support online is just as important as in-store assistance, and thought and flexibility should be applied to which tiers and channels of communication are most suitable for different customers (such as live chat, email and phone support).

Inclusive online platforms: Sticking with e-commerce, many e-tailers are offering technical options to tailor the view of their website to a person's specific needs. For example, customers may be able to toggle to increase font size, have text read aloud and remove contrasting colour schemes on their websites. In 2023, Superdrug introduced the ‘Assist Me’ tool to improve the accessibility of their website; this allows the font and letter spacing to be adjusted (for those with dyslexia); the visual context to be modified (for those with sensory sensitivities); and sounds and animations to be muted (for those with ADHD).  

Neurodivergent-friendly products: In addition to creating inclusive store environments and online platforms, some retailers are additionally electing to introduce specific product lines that are aimed at neurodiverse groups. Taking the view that representation matters, Walmart has developed and released an ‘Autism Advocate Doll’ with help from autism experts and parents of autistic children. The doll is intended to celebrate kindness and acceptance, and she wears noise-cancelling headphones and carries a fidget-spinner. Mattel has also added an autistic character to its Thomas & Friends TV series and toy collection, and during Autism Acceptance Month, it also reimagined its classic Hot Wheels toy specifically for autistic children. Another notable example is Tesco, which for World Autism Acceptance Week released a line of autism-friendly children’s clothing that intentionally uses soft fabrics and avoids scratchy inside labels that can create sensory distress.

Big challenges bring big rewards

While all progress should be celebrated, it is precisely because neurodiversity is a broad umbrella term that can be used to describe several different neurotypes, that creating one ‘shopping solution’ as a one-size-fits-all for neurodiverse customers is simply not going to fit the bill. Retailers who are intent on being truly inclusive, and ensuring that neurodiversity is represented authentically, would need to factor in a large demographic of customers who require different adaptations and adjustments.

Despite its complexities, promoting inclusivity makes good business sense for retailers:

• First, enhancing inclusivity will ordinarily increase the customer base. In alignment with that principle, and against a backdrop of a cost-of-living crisis, UK retailers would do well to ensure that their offerings are as inclusive as possible to draw in and retain higher customer volumes.
• Secondly, representing a neurodiverse community in a retail offering would likely positively impact the sentiment of brand loyalty among those new customers given some data is indicating that as many as 79% of shoppers make a special effort to buy from brands that align with their personal values.
• Thirdly, studies are showing that efforts to foster an inclusive environment for neurodivergent customers could improve the shopping experience for non-neurodivergent customers too. One study compared shoppers’ experiences in a normal supermarket versus a fabricated ‘sensory’ supermarket, which the researchers designed and created using low lighting and soothing sounds. Interestingly, both the autistic and non-autistic participants were more likely to rush through the normal supermarket, miss things and buy less, as compared with the sensory supermarket where they were inclined to spend more money.

Although it is apparent that progress is afoot in terms of retailers trying to accommodate neurodiversity, there is still more that can be done to actively embrace it and make retail environments both online and offline more adaptable. There is a wealth of online guidance from UK-registered charities, too, from which retailers and brands alike can take valuable information as part of their improvement strategies. Overall, a continuation and expansion of the neurodiversity improvement initiatives that we have already seen across the retail industry would have the potential to not only enhance the shopping experience for many consumers but also foster a more inclusive and understanding society as a whole.

Nicola Conway is a senior associate in Bird & Bird’s retail and consumer group. She can be reached at [email protected]. Trainee solicitors Charlotte Getz and Nick Gorensweigh contributed to this article.