{"id":78330,"date":"2025-09-30T10:00:07","date_gmt":"2025-09-30T14:00:07","guid":{"rendered":"https:\/\/hearts-science.com\/?p=78330"},"modified":"2025-11-17T22:36:03","modified_gmt":"2025-11-18T03:36:03","slug":"neurodiversity-in-media-dopamine-hunters-and-agency-culture","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-au\/neurodiversity-in-media-dopamine-hunters-and-agency-culture\/","title":{"rendered":"Neurodiversity in Media: Dopamine Hunters and Agency Culture"},"content":{"rendered":"
\n

Neurodiversity, Dopamine & Data: Rethinking Media Norms<\/span><\/b>\u00a0<\/span><\/p>\n

At the MFA\u2019s recent annual conference, three industry leaders challenged long-held assumptions about media, marketing, and the minds that shape them. Hearts &\u00a0Science\u2019s\u00a0Peita Pacey, Slingshot\u2019s Florence Gleeson-Cook, and OMD\u2019s Rob Frost, who contributed to the discussion, explored the implications of neurodiversity, digital\u00a0behaviour, and demographic myths on how we work and how we target.<\/span><\/p>\n

Mi3 hosted a podcast with Peita, Florence, and Rob, which you\u00a0<\/span>can listen to here<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

Adapting Work for Neurodiverse Talent<\/span><\/b>\u00a0<\/span><\/p>\n

Hearts & Science\u2019 Strategy\u00a0&\u00a0Behavioural\u00a0Officer,\u00a0Peita Pacey,\u00a0is applying both sides of her job title to enable the kind of rethink mooted by Frost. While statistically around one in ten people are neurodivergent, she thinks \u201cthe reality is that in our creative industry, it\u2019s going to be more like 25 to 30 per cent because it is naturally what pulls people in \u2026 we gravitate towards each other.\u201d<\/span>\u00a0<\/span><\/p>\n

As such, she says, \u201cwe need to embrace the positivity that adds, and we need to\u00a0recognise\u00a0that\u00a0it\u2019s\u00a0a neurological difference. It\u00a0isn\u2019t\u00a0a mistake. It\u00a0isn\u2019t\u00a0that someone had paracetamol when they were pregnant that caused this (as the US health secretary believes).<\/span>\u00a0<\/span><\/p>\n

\u201cTrying to fit everyone into one box? It\u00a0doesn\u2019t\u00a0work \u2013 and in this industry,\u00a0it\u2019s\u00a0a terrible idea.\u201d<\/span>\u00a0<\/span><\/p>\n

In fact, she says a Hearts & Science study suggests the opposite is true.\u00a0We brought together 45 people within the business and set\u00a0them\u00a0tasks based on some of the\u00a0recognised\u00a0traits of neurodivergence,\u00a0like ADHD and autism.<\/span>\u00a0<\/span><\/p>\n

\u201cWe split them into three groups \u2013 we did one group for pattern recognition, one group for curiosity and one group for hyper focus \u2013 and we gave each one a brain training exercise, or a kind of\u00a0behaviour\u00a0to practice\u00a0throughout the day, and then we asked them to journal in the night.<\/span>\u00a0<\/span><\/p>\n

\u201cEveryone found that they got better at the tasks they\u2019re meant to do \u2013 so the pattern recognition team got better at pattern recognition and so forth \u2013 but every single neurotypical person that did [the trial] said that their work output got better over\u00a0the two weeks\u00a0of doing it every day.<\/span>\u00a0<\/span><\/p>\n

\u201cWe know that\u00a0it\u2019s\u00a0not statistically significant. We know that isn\u2019t proving anything at scale, but for me, it\u2019s enough of an indication that us as an industry and us as who we are, we can start to learn from that, and we can start to share some of that thinking, if everyone can be open to doing it.\u201d<\/span>\u00a0<\/span><\/p>\n

Dopamine Dead Ends<\/span><\/b>\u00a0<\/span><\/p>\n

Pacey delivered less feel-good news for those chained to our phones. In short, she\u00a0suggested,\u00a0they are\u00a0ageing\u00a0us faster by feeding us dopamine hits that cause\u00a0a\u00a0chemical imbalance.<\/span>\u00a0<\/span><\/p>\n

She told the MFA conference that excessive consumption of social media and\u00a0short-form\u00a0video\u00a0is akin to excessive consumption of alcohol. (While both have negative effects, hard scientific evidence of harm equivalence is at best patchy. Nevertheless,\u00a0there are plenty of studies that suggest\u00a0harms, particularly in children and young adults.)<\/span>\u00a0<\/span><\/p>\n

“The misnomer about dopamine is that it\u2019s a \u2018feel good\u2019 chemical. It\u2019s not a feel-good chemical. In fact, there\u2019s been quite a lot of research that talks about how it\u2019s a \u2018wanting\u2019 chemical, not a \u2018liking\u2019 chemical,”<\/span>– Peita Pacey, Chief Strategy and Behaviour Change Officer, Hearts & Science ANZ<\/span><\/span><\/span><\/span><\/p><\/blockquote>\n

\u201cThere\u2019s a bunch of research that\u2019s come out in the last 12 to\u00a018 months\u00a0around specifically watching\u00a0short-form\u00a0videos and what impact that is having on the brain, in terms of dopamine [levels], but then also what happens to that dopamine afterwards, how it retreats very, very quickly and causes what\u2019s called a deficit.\u201d<\/span>\u00a0<\/span><\/p>\n

Dopamine in \u2018normal\u2019 life comes naturally \u2013 exercise, hanging out with friends, a meal out \u2013 but those activities also bring a blend of other neurochemicals, per Pacey, such as oxytocin (the \u2018love hormone\u2019) and serotonin (a mood regulator). \u201cThose other hormones\u00a0help\u00a0dopamine float in your brain for longer. It keeps it more stable, so\u00a0you\u2019re\u00a0not getting that big up and that big down. And unfortunately,\u00a0that\u2019s\u00a0what our social media and our smartphones are doing \u2013 the big up and the big down, creating the deficit,\u201d she suggests.<\/span>\u00a0<\/span><\/p>\n

Turn On, Tune In, Burn Out<\/span><\/b>\u00a0<\/span><\/p>\n

Meanwhile,\u00a0we\u2019re\u00a0tethered to our phones for hours a day \u2013 around five and a half hours a day of usage for the average Australian, and seven hours-plus for those under 40, she says. \u201cWe\u2019re\u00a0always connected, always on emails, apps, video, maps, socials, Spotify\u2026\u00a0The problem is that when\u00a0you\u2019re\u00a0spending longer than two hours on your smartphone,\u00a0it\u2019s\u00a0actually rewiring\u00a0your brain to overload with dopamine.\u201d<\/span>\u00a0<\/span><\/p>\n

The constant ping of messaging apps and email\u00a0\u201care increasing the amount of cortisol as well,\u201d says Pacey. \u201cSo\u00a0you\u2019ve\u00a0got too much dopamine, too much cortisol. Your heart rate\u2019s gone up, your heart rate variability has gone down, and\u00a0it\u2019s\u00a0basically a\u00a0hot mess\u00a0that\u2019s\u00a0aging us significantly \u2013 and\u00a0it\u2019s\u00a0out of our\u00a0control, apparently.\u201d<\/span>\u00a0<\/span><\/p>\n

Beyond human collateral damage, she says\u00a0it\u2019s\u00a0likely crimping\u00a0growth, because deep thinking cycles are\u00a0basically extinct, and because our brains are trained to constantly respond to the latest ping \u2013 which at the upper echelons of management may be particularly problematic from a pure growth perspective.<\/span>\u00a0<\/span><\/p>\n

“If your brain is being trained to be reactive, that means that all you\u2019re using is your experience and what you\u2019ve done before. You\u2019re not actually generating new ideas. You\u2019re not being expansive in your thinking \u2013 and of course these people, the directors and above, are the ones who are most connected to their phones, because the expectation is that you\u2019re available at all times.”<\/span>
\n<\/span><\/span>– Peita Pacey, Chief Strategy and Behaviour Change Officer, Hearts & Science ANZ<\/span><\/span><\/span><\/p><\/blockquote>\n

Pacey\u00a0suggests\u00a0there is a solution.<\/span>\u00a0<\/span><\/p>\n

\u201cDon\u2019t pick up your phone and scroll it for the first 60 minutes of the day \u2026 that\u00a0hour\u00a0regulates your dopamine system for the next 24 hours.\u201d<\/span><\/p>\n

The\u00a0platforms capturing the lion\u2019s share of marketing dollars are unlikely to reprogram algorithms if it negatively\u00a0impacts\u00a0earnings, though Pacey thinks Pinterest is the exception.<\/span>\u00a0<\/span><\/p>\n

\u201cThey\u00a0don\u2019t\u00a0look at time-based measurements or scrolling-based measurements. They look at different measurements that are based on action and engagement on the platform.\u00a0So\u00a0it\u2019s\u00a0not about how fast people are moving,\u00a0it\u2019s\u00a0about how deeply they engaged with the content, where did they go afterwards,\u00a0and\u00a0what actions did they take?\u00a0That\u2019s\u00a0very different\u00a0to a platform that is designed to just hook you there.\u201d<\/span>\u00a0<\/span><\/p>\n

Noble,\u00a0perhaps,\u00a0from\u00a0a dopamine regulation and mental health perspective. But Meta makes 45X\u00a0Pinterest in ad revenue, and there lies the rub.<\/span><\/p>\n

Hear<\/span>\u00a0what\u00a0OMD\u2019s\u00a0Rob Frost has to say about neurodivergence in the\u00a0workplace, and\u00a0see which\u00a0targeting myths Slingshot\u2019s Florence Gleeson-Cook challenged\u00a0<\/span>over at Mi3, here<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Neurodiversity, Dopamine & Data: Rethinking Media Norms\u00a0 At the MFA\u2019s recent annual conference, three industry leaders challenged long-held assumptions about media, marketing, and the minds that shape them. Hearts &\u00a0Science\u2019s\u00a0Peita Pacey, Slingshot\u2019s Florence Gleeson-Cook, and OMD\u2019s Rob Frost, who contributed to the discussion, explored the implications of neurodiversity, digital\u00a0behaviour, and demographic myths on how we […]<\/p>\n","protected":false},"author":113,"featured_media":78331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-78330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights-en-au"],"acf":[],"yoast_head":"\nNeurodiversity in Media: Dopamine Hunters and Agency Culture – Hearts & Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/en-au\/neurodiversity-in-media-dopamine-hunters-and-agency-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neurodiversity in Media: Dopamine Hunters and Agency Culture – Hearts & Science\" \/>\n<meta property=\"og:description\" content=\"Neurodiversity, Dopamine & Data: Rethinking Media Norms\u00a0 At the MFA\u2019s recent annual conference, three industry leaders challenged long-held assumptions about media, marketing, and the minds that shape them. 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