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Dream patterns reveal neurodivergent consumers’ preference for sensory richness
Key take-aways
Neurodivergent individuals—10-20% of the population—experience the world differently and are shaping new expectations for products, spaces, and experiences.
Dreams from over 23,000 neurodivergent individuals show a strong preference for bold, immersive sensory experiences, especially vivid visuals. They were twice as likely to enjoy these dreams, compared to a control group.
Dream analysis reveals consumer preferences that traditional research methods often miss, providing a deeper understanding of what feels engaging or overwhelming.
By designing experiences with the right level of sensory detail, brands can better connect with neurodivergent consumers and create more inclusive products.
The challenge
Neurodivergent individuals—those with autism, ADHD, dyslexia, and dyspraxia—experience the world differently from neurotypical people. This group already makes up 10-20% of the population and is growing rapidly. While only 9% of Boomers identify as neurodivergent, 51% of Gen Z do.
Historically, neurodivergence was framed as a disability. Today, a growing movement sees it as a natural variation in thinking and perception, rather than a deficit. As self-advocacy and representation grow, so do expectations for products and environments that better fit neurodivergent needs. Brands are now working to meet the needs of this long-overlooked group.
Sensory differences are a major factor in how neurodivergent people experience the world. Many autistic individuals have heightened or reduced sensitivity to things like bright lights or loud sounds, which can cause overwhelm or lead to sensory-seeking behaviors. Those with ADHD may struggle to filter distractions or hyper-focus on certain sensations.
To accommodate neurodivergent consumers, many brands have tried reducing sensory input, such as lowering noise or muting colors. But this often misses the mark—while some people need less stimulation, others crave rich, engaging sensory experiences. The key is offering options that avoid overwhelm while embracing varied levels of sensory detail, making experiences more inclusive and enjoyable.
The insights
23,700 dreams from neurodivergent individuals (autism and ADHD) were compared to 10,000 dreams from a neurotypical control group. About half of these dreams contained sensory experiences (e.g., the dreamer saw, heard or touched something).
Neurodivergent dreams emphasize visuals. Bright, vivid imagery is the most common sensory detail, while sounds and touch are mentioned less often than in the control group. We already knew from previous research that vision is overrepresented in dreams- but our analysis shows the effect is even more extreme for neurodivergent people.
Neurodivergent dreams are intense. Many describe strong experiences, particularly involving bright lights and bold colors. Neurodivergent dreamers were 9 percentage points more likely to describe an intense sensory experience, in comparison to the control group.
Neurodivergent dreams focus on details. Dreamers often notice specific textures, smells, and tastes, especially autistic individuals.
Neurodivergent dreams rarely describe a lack of sensory input. Control group dreams often mention silence, darkness, or muted sensations, but neurodivergent dreams almost never do.
Comparison of sensory modalities and characteristics between neurodivergent and control group dreams. Positive values indicate higher frequency in neurodivergent dreams.
Neurodivergent people HAVE HIGHLY SENSORY DREAMS"It was in all the delicious bright colours, pink, light blue, lime green... all the colors you can imagine"
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"It was in all the delicious bright colours, pink, light blue, lime green... all the colors you can imagine" •
"I've noticed my dreams tend a dominant color scene, like my entire vision is tinted in a certain colour. Many of my dreams have either bright yellow or reddish-orange tint."
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"I've noticed my dreams tend a dominant color scene, like my entire vision is tinted in a certain colour. Many of my dreams have either bright yellow or reddish-orange tint." •
"I often have dreams in which the night sky is impossibly vivid. In last night's/this morning's dream, the sky included a massive Orion, where the stars on the belt were much larger than usual and twinkled blue and red. Sometimes, there's just far more stars than there should be."
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"I often have dreams in which the night sky is impossibly vivid. In last night's/this morning's dream, the sky included a massive Orion, where the stars on the belt were much larger than usual and twinkled blue and red. Sometimes, there's just far more stars than there should be." •
Some sensory experiences were overwhelming or unpleasant, while others were deeply enjoyable. Each dream’s sensory experience was rated on a scale from -1 (very negative) to +1 (very positive).
Neurodivergent dreamers reported more positive sensory experiences. They described enjoyable sensations four times more often than the control group.
Stronger sensations were often enjoyable. Intense experiences, like loudness or brightness, were especially likely to be described as positive by neurodivergent dreamers. Compared to the control group, neurodivergent dreamers were twice as likely to enjoy intense sensations.
Valence of sensory experiences in neurodivergent vs. control group dreams. Negative scores indicate discomfort; positive scores indicate enjoyment.
Neurodivergent people ENJOY THE INTENSE SENSORY CONTENT OF THEIR DREAMS"I have the most vivid dreams of a solar flare and beautiful northern lights, extremely surreal and profound."
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"I have the most vivid dreams of a solar flare and beautiful northern lights, extremely surreal and profound." •
"I am with my great grandmother and my grandmother, peacefully sharing silence in the setting of a very bright sunrise."
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"I am with my great grandmother and my grandmother, peacefully sharing silence in the setting of a very bright sunrise." •
"I am under the sea. The scenes are incredibly vivid and beautiful. It is very peaceful. I'm never afraid or anxious. I see corals, cephalopods like octopus, cuttlefish, and squid, as well as sharks and fish. I can breathe forever. The creatures I see are more beautiful than those I've seen in real life."
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"I am under the sea. The scenes are incredibly vivid and beautiful. It is very peaceful. I'm never afraid or anxious. I see corals, cephalopods like octopus, cuttlefish, and squid, as well as sharks and fish. I can breathe forever. The creatures I see are more beautiful than those I've seen in real life." •
So what?
These findings show how dream analysis can reveal neurodivergent preferences that traditional research often overlooks. Many consumer studies assume that neurodivergent individuals have the same sensory preferences as neurotypical people—or that they prefer minimal stimulation. Dreams tell a different story: many neurodivergent individuals enjoy rich, bold, and immersive sensory experiences.
For brands, this is an opportunity to rethink design. Instead of toning down sensory elements to appeal to a broad audience, they can offer flexible, engaging options that resonate with neurodivergent consumers. By recognizing and accommodating different sensory needs, brands can build stronger, more authentic connections and create more inclusive, innovative products.
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