Iveta Pudilova is the CEO & Co-Founder of Happy Autistic Lady, an award-winning marketing and consultancy business, is committed to fostering and creating spaces where neurodiversity is celebrated.
■ Tell us a little bit about your business…
At Happy Autistic Lady, we help organisations provide more empowering, supportive, and inclusive student spaces and workplaces through neurodiversity-themed marketing campaigns, training, and consultancy. We’re a start-up based in the heart of Birmingham and founded by two neurodivergent sisters, putting our expertise and the lived experiences of the neurodivergent community at the forefront of everything we do. Happy Autistic Lady is on a mission to raise awareness and inspire inclusion through the power of knowledge and representation.
■ How did you get into the industry?
Back in 2020, my sister and co-founder, Vera, was diagnosed Autistic. She started documenting her self-discovery journey online and raising awareness about the gender diagnosis gap and the barriers to accessing education and employment. Unsurprisingly, many young adults related to her experiences.
Did you know that Autistic students are more likely to drop out of university than any other group? That’s because universities fail to consistently provide the adjustments Autistic students need and are legally entitled to, resulting in their needs not being met, let alone having their Autistic identities acknowledged and celebrated.
As two university alumni that was our lightbulb moment! How do we address this simple yet fundamental challenge of celebrating and including neurodivergent students and colleagues?
It all begins by raising awareness and acceptance amongst the entire institution; students, faculty, and all staff members. Now, at Happy Autistic Lady, we design neurodiversity-themed campaigns to educate communities and provide training and workshops on topics including tailoring teaching methods to neurodivergent brains, accessing employment as a neurodivergent student, and utilising your neurodivergent strengths at school and in the workplace.
After all, we should all strive to support those around us, and inclusivity initiatives benefit everyone.
■ How would you describe your leadership style?
I believe in a leadership style that is inclusive, empathetic, and adaptive. As a business that raises awareness about neurodiversity, our work is led and based on the experiences of neurodivergent individuals. So, recognising the diversity in thought, experiences, and needs within our team, I prioritise understanding and listening. Not only does this approach nurture a
supportive work environment but it also builds strong personal connections and ultimately boosts our team communication and collaboration.
■ Opportunities and Challenges?
The greatest opportunity is the potential to transform perceptions of neurodiversity and directly impact the lives of the 13 million neurodivergent and 1.2 million Autistic individuals in the UK alone. By partnering with educational institutions, charities, and companies, we have a platform to enact meaningful change.
However, working with universities and schools, in particular, can be difficult, because it’s all about contacts and many aren’t aware of the problem in the first place. It’s our job to highlight it to them and communicate the seriousness; after all, schools should provide an empowering student experience to all students and ensure everyone has equal access to their educational services and future employment, right? In saying this, the educational institutions we’ve partnered with so far have been incredibly supportive and positive; we’re looking forward to continuing working together in the future and now it’s simply about expanding and getting more clients.
■ What are the highlights of your career so far?
A few key highlights we’re particularly proud of at Happy Autistic Lady include working with prestigious organisations such as the EU Commission to promote their Together For Rights Campaign and Ambitious about Autism, providing marketing consultancy to level up their 2024 World Autism Awareness Month campaign. It’s always a pleasure partnering with charities and companies to boost their neurodiversity initiatives and make a difference in the neurodivergent community together.
Most recently, we delivered a mini-lecture for InStudents as part of their Equal Opportunities Project and online course. We talked about social entrepreneurship and highlighted the overlap between entrepreneurship and neurodivergence; did you know that people with ADHD are 300 times more likely to start their own businesses? Now, Happy Autistic Lady is sparking conversations at over 50 schools amongst young children in rural India about Autism, neurodiversity, and mental health. Talk about going international!
■ What is a piece of advice you would give to businesses who want to become more inclusive?
Start by listening and asking questions. Inclusivity begins by understanding the diverse experiences of your community be that your team members or your target customers. From there, adopt a proactive approach to policies, practices, and cultures that not only accommodate but celebrate differences. If you’re unsure of where to start consult with organisations that are experts in their field and have lived experiences, like Happy Autistic Lady, to receive authentic and relevant EDI services. Remember, inclusivity is not a destination. It’s a continuous journey of learning and communicating.
