adh_we was formed by Olly and Amelia who met, received late in life neurodivergent diagnoses, and subsequently got married. Together they reflected on the profound implications of their respective diagnoses, and the extent to which they had unknowingly lived heavily masked lives.
They recognised their academic focus at the University of Oxford had been deeply influenced by a related desire to analyse the human condition. Having spent a lifetime seeking to understand other people, they focused their reflections on their own behaviours, in the conscious context of their life-changing diagnoses of autism, ADHD, and dyslexia.
With a professional background in brand strategy and education respectively, they recognised the impact of neurodiversity on their day to day lives, from going to the bank, meeting friends for coffee, or visiting shops on the high street. They began to analyse their own patterns of behaviour in relation to these experiences: why were they avoiding certain places, drawn to others, or at times experiencing something which invoked a ‘flight’ response in them?
They reflected on the lack of neurodivergent insight influencing products and services, and the sheer number (20%) of consumers whose acute needs are entirely overlooked by brands around the world, impacting their access to and enjoyment of experiences that others can take for granted.
With a desire to positively impact the neurodivergent community, they recognised the mutual benefit for brands in serving this significant audience, and the role brands can play as positive catalysts to changing cultural attitudes across borders and dividing lines which neurodiversity itself does not recognise (be it sexuality, race, politics, or gender).
The idea for adh_we was born: to improve consumer experiences for the neurodivergent 20%, positively impacting culture along the way.
The business was incubated by Oxford University Innovation, and with the University of Oxford as their primary shareholder, they are proud to be held accountable to the highest of standards dictated by the statutes of the University in all that they do.
Determined to establish this field with integrity and rigour, they have formed an inter-disciplinary group of experts across the University’s research community, including psychology, neuroscience, culture and business strategy. They are only engaging with companies fully committed to improving the experiences of those who are neurodivergent, together realising their vision: for the neurodivergent community to be seen, understood, and celebrated.
