<!-- Source: Kon Master Brief — §11 Market Size & Demographics -->

## 11. Market Size & Demographics

### Total addressable market
- An estimated 15–20% of the global population is neurodivergent. Approximately 1 in 16 US adults (15M+ people) meet diagnostic criteria for ADHD alone. Globally, ~7.2% of children (around 129 million) have ADHD, with executive dysfunction present in 80–90% of cases.
- The neurodivergent productivity app market is projected at ~£1.8 billion in 2025, growing at 16.6% CAGR.
- The neurodiversity-aware workplace tools market is sized at ~£7.9 billion in 2025, projected to reach £16.6 billion by 2032 at 11.2% CAGR.
- Without proper support, adults with ADHD are 60% more likely to be unemployed, 3x more likely to quit impulsively, and 30% more likely to face chronic employment difficulties.
- ADHD individuals experience roughly a 30% developmental delay in executive functioning vs. non-ADHD peers — a neurological gap between knowing what to do and having the activation energy to start.
- **The Gen Z factor:** This demographic is expected to grow as Gen Z enters the workforce, shifting inclusive design from a "perk" to a core business requirement.
- **The "ADHD tax":** Time blindness and executive dysfunction lead to missed deadlines, late fees, and lost productivity. A Monzo/YouGov survey of 506 UK adults with ADHD found 60% estimated impulse spending and forgetfulness costs them £1,600/year. Adults with ADHD are 2x more likely to experience financial anxiety and 3x more likely to miss bill payments (49% vs. 18%).

### The psychology behind user behaviour
- **Activation energy deficit.** Task initiation is not a willpower issue — it is a metabolic one. ADHD brains require 2–3x more dopamine stimulation to initiate tasks compared to neurotypical brains. Without novelty, interest, or urgency, the brain enters a "freeze" state (task paralysis).
- **Time blindness (time agnosia).** Time feels abstract and non-linear. Users cannot intuitively feel how much time has passed or estimate how long a task will take, making traditional calendars highly ineffective.
- **The shame spiral.** Classic habit trackers demand perfect discipline. When neurodivergent users inevitably miss a rigid "streak," it triggers intense guilt, leading to complete abandonment of the app. This is the single biggest reason ADHD users cycle through dozens of productivity tools.

### Economic upside
- When properly accommodated, neurodivergent individuals show exceptional performance. JPMorgan Chase reports autistic employees completing tasks 48% faster with up to 92% higher productivity and 99% retention. SAP reports 90% retention, with one employee developing a solution worth ~£32M in savings. EY's Neurodiversity Centres of Excellence claim nearly £800M in value creation.
- Economic modelling from the 117-person body doubling study estimated the intervention returned over £37 in public value for every £1 invested. Total indicative annual value per person (productivity + earnings + social value) was estimated at ~£9,000.
- The Purple Pound (spending power of disabled people and their families) represents ~£249 billion annually in the UK.
