A new research paper presented at the Cannes Lions International Festival of Creativity suggests that traits commonly associated with ADHD—including distractibility and a tendency to daydream—may offer a hidden advantage in creative workplaces. The study, co-produced by the advocacy group Understood.org, contends that these characteristics, often seen as liabilities in traditional settings, can generate more innovative ideas under the right conditions.
The research found that half of American adults working in creative industries identify as neurodivergent, compared with 31% of the general population. Yet despite this overrepresentation, 90% of neurodivergent workers report “masking”—hiding their neurological differences on the job. Nathan Friedman, co-president of Understood.org, said the report explores how neuro-inclusion in marketing is “both a creativity and business unlock—helping to strengthen ideas, improve decision-making, deepen consumer trust, and drive business outcomes.”
This finding challenges long-held assumptions about productivity and focus in the workplace. Rather than framing ADHD symptoms purely as deficits, the research lends weight to the idea that cognitive diversity can be a competitive advantage, particularly in fields that reward divergent thinking and rapid idea generation.
Still, the gap between neurodivergent representation in creative roles and the widespread practice of masking points to persistent cultural and structural barriers. The high rate of concealment suggests that many organizations have not yet created environments where neurological differences are openly accommodated or valued.
The study adds to a growing body of evidence reframing neurodivergence in professional contexts. As awareness of cognitive diversity expands, companies may need to reconsider hiring practices, workplace design, and performance metrics to fully tap this creative potential.