Professor Amanda Kirby, CEO of Do-IT Solutions., Campaigner for Neurodiversity, Medic, Knowledge Translator, researcher.

Originally published as part of The Neurodiversity 101 LinkedIn Newsletter.

October is full of important awareness events — Dyslexia Awareness Month, ADHD Awareness Month, Dyspraxia/DCD Awareness Week, and DLD Awareness Day. Each shines a light on challenges that affect millions of people worldwide. This week I want to discuss if awareness is ever enough.. or could it be too much??

But here’s the question: does awareness automatically lead to action?

Michel de Montaigne, a philosopher from the 1500s, wrote:

“Saying is a different thing from doing.”

Beyond Awareness

The evidence suggests that awareness alone is not enough… talking about it. In fact, sometimes it can have the opposite effect — fatigue, backlash, or even trivialisation. We all know the “information deficit” idea: if people just knew more, they’d do more. Yet research consistently shows that simply increasing knowledge rarely changes behaviour. Awareness is a start, and I know from running training and awareness-raising sessions that it can spark valuable conversations. It can help organisations demonstrate both internally and externally — that they are paying attention.

But to create lasting impact, we must go further.

True inclusion happens when it is built into everyday systems, not added as an afterthought.

“Inclusion is not a matter of political correctness. It is the key to growth.” – Jesse Jackson

If captions are always on (rather than offered if you ask), everyone benefits.

If recruitment processes are designed inclusively from the outset, fewer bespoke adjustments are needed later.

Inclusion by default reduces friction and makes equitable practice easier.

The role of nudges

This is where nudge theory comes in. Nudge theory, as introduced by Richard Thaler and Cass Sunstein, suggests that subtle changes in “choice architecture” such as the way decisions are presented can steer people toward desired outcomes without removing their freedom of choice.

By reducing “friction” (difficulties) and making equitable practices more accessible, nudges leverage environmental and psychological factors to guide behaviour, making better decisions easier to make and less appealing alternatives harder to choose.

Perception nudges – reframing inclusion as a gain

• Inclusive practices reduce staff turnover : replacing an employee can cost 6–9 months of their salary, so retaining talent saves money.
• Inclusive teams are more innovative: diverse perspectives mean fewer blind spots and better solutions.
• Recruitment designed inclusively makes your organisation more attractive to top talent — people choose employers where they feel they’ll belong.
• By optimising spiky profiles, you unlock hidden strengths and skills that improve team performance.

Motivation nudges – using social proof

• “75% of FTSE 100 companies now have neurodiversity on their HR agenda — where does your company stand?” ( See the City and Guilds Neurodiversity Index 2025 for the barometer)
• Organisations in your sector are already adjusting recruitment practices; join them in staying competitive.- what are other people doing… we are finding out in the 2026 Barometer!
• Most managers who attend awareness training report feeling more confident in supporting their teams — why not you?.. can we measure this change?

Simplicity nudges – making inclusion easy

• Embedding closed captions by default in all video calls, rather than asking individuals to request them.
• Offering clear templates for ‘reasonable adjustment passports’ so managers don’t have to reinvent processes.
• Creating a central hub for guidance/tool kits, so employees and managers can access quick, step-by-step support.
• Introducing default flexible working policies, reducing the need for case-by-case negotiations.
• Using recruitment software that automatically strips out biasing details (e.g. school names), so inclusive hiring happens by design. Making sure job descriptions describe the skills ACTUALLY required.

Nudges are not a magic solution, but they can help bridge the gap between good intentions and meaningful change.

Learning from health literacy

(https://www.who.int/news-room/fact-sheets/detail/health-literacy)

Health communication has long recognised that information alone doesn’t change behaviour.

The “5 Rs” model is a helpful reminder:

• Relevance: why does this matter to me?
• Risks: what happens if nothing changes?
• Rewards: what benefits will I gain?
• Roadblocks: what gets in the way?
• Repetition: reinforce the message consistently.

These principles can equally apply to neurodiversity inclusion.

Moving the needle

We must be bold enough to say: awareness is not enough.

Campaigns that simply tell people to “care more” risk fading away or can even create a ‘them and us’ and have a risk of bleaching.

Instead, we need actionable steps, strategic messaging, and inclusive design principles that build equity in from the start.

It takes courage to keep questioning — to move from slogans to strategy, from weeks of awareness to years of impact.

As we celebrate Neurodiversity Awareness Week and the October campaigns, let’s keep asking:

How can we not only raise awareness but also change behaviour in ways that last?

Blog Author

I am Amanda Kirby, CEO of Do-IT Solutions a tech-for-good company that delivers thought provoking consultancy and neuroinclusive guidance and training. We have developed cutting edge web-based screening tools that have helped 10s of 1000s of people. We strive to deliver person-centered solutions relating to neurodiversity and wellbeing.

I am a mixed bag of experiences and skills, an odd ball… and have 25+ years of working in the field of neurodiversity.

I am a medical doctor, Professor, and have a Ph.D. in the field of neurodiversity; parent and grandparent to neurodivergent wonderful kids and am neurodivergent myself.

Theo Smith and I wrote the UK award-winning book Neurodiversity at Work Drive Innovation, Performance, and Productivity with a Neurodiverse Workforce. My 10th book came out called Neurodiversity and Education in March this year. Excitingly, Theo and I have another book coming out next year!