understood.org

NEW YORK, NY APRIL 22nd, 2026—Iconic creative agency, BBH USA, in collaboration with Understood.org, today released the second installment of its Silent Spenders ethnographic research. This series is dedicated to uncovering the economic power of understudied, high-value audiences that brands often miss.

See through the eyes of real kids to understand their strengths and challenges through interactive simulations and heartfelt videos.

Revenge bedtime procrastination (RBP) is a decision — get less sleep to gain personal time. ADHD doesn’t cause RBP, but it can contribute to it. Go to sleep, or watch another episode of the show you’re binge-watching? ADHD and staying uplate often go hand in hand, and a common culprit is procrastination — bedtime procrastination. The tendency to delay activities that are boring (in this case sleep) in favor of something interesting (the show) is just part of how the ADHD brain works.

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Skip to content Personal storiesSchool strugglesSocial skills Stay in the know We’ll alert you whenever a new episode of your favorite show airs. Why do some kids bully others? And why do some kids seem to be targets of bullying behavior, time and time again? In this episode, hosts Gretchen Vierstra and Rachel Bozek talk with parenting coach Caroline Maguire, author of Why Will No One Play With Me? The Play Better Plan to Help Children of All Ages Make Friends and Thrive.

“Parent the child you have.” It took five words to change the way I parent. And sadly, I can’t remember where I heard them. Perhaps I heard them on a podcast or read them in a book. It doesn’t matter, right? The words were simple. The action, however, I knew would be difficult. My children are silly. They hate sitting still for long periods of time. And they’re entirely incapable of being quiet without a screen, a book, or a game to keep them occupied.

Darcey Gohring was diagnosed with dyslexia as a child. But she didn’t feel comfortable disclosing her dyslexia at work until she was a manager. She was scared her co-workers in the editing and writing world would look at her work differently. Now, she teaches writing classes and is an editor at Zibby Magazine. When Darcey was diagnosed, her father didn’t believe that her dyslexia was real. He thought that she just needed to “try harder.” This shame followed her into adulthood.

Nabil Abdulrashid was diagnosed with ADHD as a child growing up in Nigeria. Now a London-based comedian, Nabil credits his ADHD brain as an advantage in his comedy career. He’s quick-witted, both driven and stifled by inertia, tumbling into funny thoughts and scenarios as he speaks. He doesn’t even write down any of his material — it’s stuck in his head and just flows. Nabil’s teachers in Nigeria thought he wouldn’t amount to much. They didn’t even want him in their classes.

I’m so glad you’re asking this question. So much of what determines whether students are successful at college has nothing to do with academics. Here are some key questions to help you assess your child’s ability to navigate the social and emotional aspects of college—and some tips to help her work on these skills. Resilience: Can your child bounce back when something doesn’t go her way? It’s essential for your child to develop coping strategies in order to be ready to go away to college.

Delia Gallegos combined her love of fandoms with her business experience to create the perfect job for her ADHD. Delia is the chief financial officer of Black Nerds Create (BNC), a collective for marginalized creators to make fandom content. Delia first joined BNC as a side hobby to her business operations career. But during the pandemic, she took part in the great resignation and left a job she loved at the Smithsonian. Delia realized that everything she loved about that job was about being there.