Coaching Grift and Capitalism’s Commodification of Neurodivergence: A Call for Matristic Spaces and Systemic Change
The rise of the “coach” grift industry targeting neurodivergent individuals is a deeply troubling phenomenon. Scroll through social media, and you’re bound to encounter adverts for “autism coaches” or “certified ADHD coaches,” often boasting credentials from dubious certifying bodies that charge exorbitant fees for their programmes. This setup creates a vicious cycle where new coaches, eager to recoup their significant financial investment, are forced to aggressively market their services, sometimes resorting to manipulative tactics that prey on the vulnerabilities of neurodivergent individuals. The commodification of neurodivergence, particularly under capitalism, exploits those who already face systemic barriers, offering expensive “solutions” that rarely address the structural problems that create the struggles in the first place.
This raises a critical question: how does capitalism’s relentless commodification of everything enable this exploitation, and what alternatives exist? The capitalist system thrives by identifying niches to monetise, reframing lived experiences as problems requiring paid solutions. Neurodivergence, with its rich diversity of needs and ways of being, becomes a fertile ground for this exploitation. Individuals are often encouraged to adapt to an oppressive system rather than to challenge it. This dynamic perpetuates a cycle of marginalisation, leaving neurodivergent people poorer and further entrenched in a society that values profit over well-being.
An alternative to this exploitative model can be found in the concept of matristic spaces, which prioritise egalitarianism, care, and community. Inspired by Marija Gimbutas’ research on peaceful, egalitarian societies of Old Europe, these spaces reject hierarchical dominance and commodification. Instead, they foster an environment where collaboration, mutual support, and the intrinsic value of individuals are central. For neurodivergent people, this shift offers a profound opportunity: to move beyond the transactional nature of capitalist coaching models and into spaces that nurture genuine empowerment and inclusion. By embracing the principles of matristic civilisations, we can begin to dismantle the structures that exploit vulnerability and build a world where diversity is not a problem to be solved, but a strength to be celebrated.
Capitalism and the Commodification of Neurodivergence
Capitalism’s relentless drive to commodify everything it touches inevitably extends its reach into the realm of neurodivergence. Every facet of life is seen as a potential market, and every human difference becomes an opportunity for profit. For neurodivergent individuals, this often means that their experiences are framed as “problems” to be solved, with solutions packaged, marketed, and sold back to them and their families at a premium. The result is an insidious form of exploitation, where our unique ways of being are commodified into niches ripe for monetisation.
The coaching industry is one of the starkest examples of this exploitation. Unregulated and profit-driven, it preys on the vulnerabilities of neurodivergent people, offering services that claim to provide the keys to “success” in a world designed to marginalise us. At its core, this industry relies on the same capitalist logic that underpins the broader system: manufacture need, stoke fear, and then sell the solution. Certification programmes, many of which charge exorbitant fees, add another layer of profit-seeking to the equation. Coaches, burdened by the steep cost of these certifications, are incentivised to aggressively market their services, creating a cycle of grift that targets those already struggling to navigate a hostile system.
The red flags are numerous and glaring. Financial exploitation is a recurring theme, with coaching packages often priced well beyond the reach of most neurodivergent people, who are more likely to experience economic precarity. Then there’s the reinforcement of ableist narratives—many coaches sell themselves on the promise of helping clients “overcome” their neurodivergence or “fit in” better with neurotypical expectations. This framing not only perpetuates internalised ableism but also shifts the responsibility for systemic barriers onto the individual, as though it’s our job to adapt rather than society’s responsibility to accommodate.
Marketing within this industry is often grounded in fear and shame, preying on our anxieties about not measuring up. Advertisements and social media posts frequently employ alarmist language, warning of the dire consequences of failing to seek help. This rhetoric weaponises vulnerability, turning the very challenges neurodivergent people face into profit margins. The harm is twofold: financial strain and the psychological toll of being told, repeatedly, that we’re the ones who need fixing.
At its heart, this commodification of neurodivergence reflects capitalism’s broader failure to value human beings outside of their economic output. The coaching industry doesn’t exist to dismantle barriers or empower neurodivergent people—it exists to profit from the systemic inequalities that create those barriers in the first place. By framing neurodivergence as a niche market rather than a vital aspect of human diversity, it reinforces the very systems it claims to help us navigate. For those of us seeking a way forward, the challenge is not to buy into this system but to imagine and build alternatives that prioritise community, care, and equity over exploitation.
Productivity Culture and Internalised Ableism
Productivity culture exerts immense pressure on neurodivergent individuals to conform to neurotypical standards of efficiency, organisation, and output. In a world where worth is often measured by productivity, those of us who process, work, or think differently are made to feel inadequate or broken. This relentless push to “keep up” not only erodes self-esteem but also fuels the market for coaching and so-called “fix-it” solutions, which promise to bridge the gap between who we are and who society expects us to be.
Shame plays a central role in perpetuating this demand. From an early age, neurodivergent individuals are often made acutely aware of how we fail to meet the arbitrary metrics of success defined by capitalist norms. Whether it’s falling behind in school, struggling to navigate workplaces designed without us in mind, or simply being labelled as “lazy” or “disorganised,” the message is clear: we must work harder to overcome our perceived deficits. This internalised ableism creates a fertile ground for industries that thrive on our insecurities. The coaching industry, for example, taps into this wellspring of shame, marketing its services as essential tools for self-improvement and survival in a system that refuses to meet us halfway.
Yet what many coaches offer is little more than repackaged solutions commonly found in the accommodations sections of Individualised Education Programmes (IEPs). “Visual reminders,” “graphic organisers,” “task checklists”—these are strategies frequently provided to neurodivergent students in schools, at no cost to families. Coaches, however, present these tools as bespoke, transformative solutions and sell them at premium prices, sometimes disguised as part of high-ticket programmes. The irony is that many of these resources can be easily accessed for free online. What we’re paying for isn’t innovation or expertise—it’s the illusion of value, wrapped in the language of personal empowerment.
This dynamic reinforces a toxic cycle of commodification and self-blame. When these expensive solutions fail to deliver lasting results (as they often do, because the underlying systemic barriers remain unaddressed), the blame falls squarely on the individual. “You didn’t follow through,” we’re told. “You need more discipline.” The shame deepens, driving us back to the same marketplace of solutions in search of the next quick fix. Meanwhile, the structural inequities that marginalise neurodivergent people—the inaccessible workplaces, the lack of systemic support, the punitive education systems—remain intact, untouched, and unchallenged.
The intersection of productivity culture and internalised ableism doesn’t just harm neurodivergent individuals—it sustains the very systems that oppress us. By focusing on individual adaptation rather than systemic change, it keeps us locked in a cycle of striving for acceptance while lining the pockets of those who profit from our insecurities. Breaking this cycle requires rejecting the narrative that our worth is tied to our output and pushing for a world that values diversity, equity, and collective care over individual conformity and profit.
The Failure of Individualised Solutions
The emphasis on individual adaptation to inherently oppressive systems like Taylorism, Six Sigma, and productivity culture reflects a failure to address the fundamental incompatibility between human needs and such frameworks. These models treat people as inputs to optimise, prioritising metrics and outputs over well-being and dignity. The systems themselves are designed with no regard for humanity, focusing instead on efficiency, scalability, and profit. It’s no wonder that these regimes fail to foster thriving individuals; they were never intended to do so.
Coaching, rather than challenging these structures, often reinforces them. It places the onus on individuals to adapt to systems that are hostile to their very nature, offering piecemeal strategies instead of systemic solutions. This approach absolves organisations, institutions, and governments of accountability for creating environments where neurodivergent people—and indeed, most humans—can succeed. Instead of questioning the oppressive nature of the system, the coaching model perpetuates the idea that the problem lies with the individual. This narrative keeps the status quo firmly in place, ensuring that systemic inequities remain unchallenged.
Take, for example, the overlap between what many coaches sell as transformative solutions and what is routinely found in the accommodations section of an IEP. Visual reminders, graphic organisers, and task checklists—these are standard, often free tools provided to students to support learning differences. Yet, in the hands of coaches, these same tools are repackaged, given a shiny veneer of exclusivity, and sold at exorbitant prices. The irony is striking: resources that are freely available to anyone with an internet connection are transformed into high-ticket commodities, all under the guise of bespoke personal development.
This dynamic doesn’t just exploit the vulnerable; it actively reinforces the toxic cycle of individual responsibility. When these overpriced solutions fail to produce the promised results—because they cannot address the systemic barriers that create the challenges—they leave individuals feeling as though they’ve failed. Shame deepens, leading to further attempts to “fix” oneself through additional coaching or resources. Meanwhile, the oppressive structures remain intact, unchallenged by the very industries profiting from them.
The tyranny of productivity culture and the commodification of basic supports expose the hollow promise of individualised solutions. Humans were never meant to thrive in systems designed for machines, and no amount of coaching can change that. The answer lies not in forcing individuals to conform but in dismantling the systems that demand conformity in the first place. To create a world where everyone can thrive, we must shift our focus from individual adaptation to systemic accountability and transformation.
A Matristic Alternative: Neurodivergent Spaces Rooted in Care and Community
A matristic space is one that centres on collaboration, care, and mutual support rather than competition, hierarchy, and profit. Drawing inspiration from the work of Marija Gimbutas on Old European societies, matristic spaces embody principles of egalitarianism, shared leadership, and reverence for the intrinsic value of every individual. These spaces reject the dominant patriarchal and capitalist paradigms, which commodify human experience, and instead cultivate environments where diversity is celebrated, and community well-being takes precedence over individual gain.
In the context of neurodivergence, matristic spaces offer an antidote to the commodification and exploitation prevalent in traditional models of support. Peer-led support groups exemplify this ethos, providing spaces where individuals with lived experience come together to share insights, resources, and encouragement. Unlike the top-down approaches of coaching industries, these groups operate on principles of equality and mutual aid, fostering genuine empowerment rather than dependency. They allow neurodivergent individuals to see their experiences reflected and validated in others, breaking the isolation that so often accompanies marginalisation.
Community-based advocacy is another cornerstone of matristic spaces. By working collectively to challenge systemic barriers, neurodivergent individuals can shift the focus from individual adaptation to societal accountability. Advocacy rooted in care and solidarity not only addresses immediate needs but also builds the foundations for lasting change. For example, campaigns for workplace accessibility, inclusive education policies, and universal design reflect the values of matristic spaces, prioritising communal well-being over profit-driven efficiency.
Shared resources and knowledge further embody the principles of these spaces. Open-access tools, workshops, and forums empower individuals to navigate their world without financial exploitation. Imagine online repositories of free, neurodivergent-friendly organisational strategies, or local hubs where people can exchange skills and support. These initiatives stand in stark contrast to the coaching industry’s monetisation of basic accommodations and tools, ensuring that support remains accessible to all.
Some modern examples already embody these matristic principles. Neurodivergent-led collectives and mutual aid networks, such as those found in grassroots disability rights movements, offer blueprints for creating inclusive, empowering spaces. Similarly, intentional communities and co-operative models in housing and employment demonstrate how shared leadership and mutual support can foster environments where all members thrive.
By embracing matristic values, neurodivergent spaces can reject the commodification of our experiences and create environments where care, connection, and empowerment flourish. These spaces offer a vision of a world not built on profit, but on the shared commitment to honouring and uplifting one another’s humanity.
The Larger Picture: Ending Capitalism’s Grip on Neurodivergent Lives
The ultimate solution to the systemic marginalisation of neurodivergent individuals lies in dismantling capitalism as the dominant political economy. Capitalism, with its relentless focus on profit and efficiency, is fundamentally incompatible with creating a world where all people, regardless of their neurotype, can thrive. Models like Jack Welch’s corporate governance or the rapid consolidation from monopolies to oligopolies exemplify how capitalism prioritises the concentration of power and wealth over the well-being of marginalised communities. These systems operate with no regard for humanity, reducing people to mere inputs in a relentless pursuit of optimisation. Neurodivergent lives, with their need for flexibility, creativity, and accommodation, are often the first to be discarded in such calculations.
Neurodivergent struggles do not exist in isolation; they are part of broader movements for systemic change that challenge the exploitative and dehumanising nature of capitalism. From the fight for racial justice to the battle for environmental sustainability, these struggles share a common goal: to build systems that prioritise equity, accessibility, and collective well-being over profit. For neurodivergent individuals, this means rejecting the commodification of their identities and experiences, as seen in the exploitative coaching industry, and joining forces with other movements that seek to dismantle oppressive structures. By connecting these struggles, we can amplify their impact, creating a united front against a system that marginalises us all in different ways.
The call to action is clear: we must build alternatives to capitalism that prioritise accessibility, equity, and well-being. This requires not just incremental reforms but a complete reimagining of how we organise our societies and economies. Universal basic income, cooperative ownership models, and robust public services are examples of how we can shift from an extractive system to one rooted in care and community. Neurodivergent spaces, guided by matristic principles of mutual support and egalitarianism, offer a blueprint for this transformation. These spaces reject the competitive, profit-driven logic of capitalism and instead foster environments where everyone can thrive.
The fight to end capitalism’s grip on neurodivergent lives is not just about improving conditions for one group—it’s about dismantling a system that harms us all. By envisioning and building systems that centre humanity, rather than profit, we can create a world where neurodivergence is not a liability but a valued and celebrated part of our collective experience. It’s a daunting challenge, but as history has shown, collective action and solidarity can achieve the impossible. Let’s not settle for survival—let’s fight for liberation.
Final thoughts …
The commodification of neurodivergence and the rise of exploitative coaching industries represent a profound harm to those they claim to serve. By framing neurodivergent traits as problems to be solved and monetising basic tools and accommodations, these industries perpetuate cycles of self-blame and financial exploitation. They divert attention away from the systemic barriers that marginalise neurodivergent people, reinforcing the very structures that uphold inequity. The result is a toxic ecosystem where support is a luxury, not a right, and where the burden of change is placed on individuals rather than on the systems that fail them.
Yet, there is hope. Matristic spaces offer a pathway to liberation, rooted in principles of care, collaboration, and mutual support. These spaces reject the transactional logic of capitalism, focusing instead on community well-being and collective empowerment. By fostering environments where neurodivergent individuals are valued for who they are, rather than for their ability to conform, matristic spaces provide a vision of what true inclusion can look like. They demonstrate that another way is possible—one that centres humanity, nurtures diversity, and prioritises equity over profit.
The task before us is both urgent and transformative. Neurodivergent individuals and their allies must take up the challenge to create, support, and advocate for spaces and systems that resist exploitation. This means building peer-led networks, amplifying community-based advocacy, and championing shared resources that are accessible to all. It also means dismantling the societal structures that perpetuate inequality, from inaccessible workplaces to profit-driven healthcare systems. By working together, we can create a world where neurodivergent people are not commodified but celebrated, not marginalised but empowered.
The fight for liberation is not easy, but it is necessary. Each step we take toward building matristic spaces and rejecting the commodification of our identities is a step toward a more just and equitable future. Let us embrace this vision with courage and determination, knowing that in caring for one another, we find the strength to transform our world. Together, we can turn hope into action and action into lasting change. Let’s begin.