“ADHD isn’t Real” – Addressing ADHD Stigma Through Public Policy and Social Marketing Strategy

Abstract

Purpose

Social marketers and public policy officials are increasingly attentive to mental health and wellness. The present research addresses how marketing and messaging influence the stigmatization of attention deficit hyperactivity disorder (ADHD). Increased advocacy, diagnostic criteria, and media attention have increased awareness of ADHD. Yet, there remain high degrees of stigmatization associated with ADHD. Stigmatization can impede diagnosis and treatment, result in negative cognitive and social outcomes, and reduce ADHD individuals’ overall quality of life. This research offers approaches for mitigating ADHD stigmatization, which ultimately can decrease discrimination, increase help-seeking, and promote social inclusion.

Methods

Our research takes a conceptual approach to understanding and mitigating ADHD stigma. As a topic that is not well understood, the current research offers interventions, recommendations, and a framework for the role of social marketing and public policy in actively addressing this societal issue.

Findings

Extant research suggests that ADHD-related stigma is fueled by misinformation (e.g., “ADHD isn’t real”), potentially addressed through contact and education-based interventions. Thus, this research aims to provide practical recommendations for public policy officials, social marketers, advocacy groups, and socially active firms and individuals. This article examines the role of social marketing – marketing for the greater good at the micro, meso, and macro levels – as a strategy to reduce ADHD stigmatization, using the traditional 4Ps (i.e., product, price, place, and promotion) and a 5^th P (i.e., policy) to guide interventions.

Practical Implications

Our research confirms that stigmatization associated with ADHD can be very harmful. From a social marketing perspective, these findings provide valuable insights for various stakeholders. Furthermore, we propose interventions and strategies for change at individual, organizational, and societal levels.

Originality/Value

This research makes contributions at a practical level for individuals who have ADHD. As a common neurodevelopmental disorder, ADHD is still not accurately understood in society today. This research’s primary goal is to provide a framework and recommendations for mitigating the negative stigma and improving society.