Attention span fell from roughly 2.5 minutes to 47 seconds by 2012. About 14% of Americans report having ADHD, forming a consumer segment with trillions in net worth that is under-researched in marketing. Only 20% of ADHD consumers say brands fully understand and serve their needs. ADHD alters executive function, decision-making, and the dopamine reward system, affecting responses to novelty, urgency, and immediate gratification. BBH USA and Understood.org used in-home ethnographies, national survey data, expert interviews, and neurodivergent input to study marketplace navigation and conclude ADHD design is a best practice for all.
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