Behaviour Change Scientist on ADHD & Addiction: Shahroo Izadi
The Hidden 20%
Designing environments to match vulnerabilities
She urges designing for vulnerabilities now common across society to prevent dependence on harms and tech.
In this episode, Ben sits down with bestselling author, psychologist and behaviour change expert Shahroo Izadi for a deep, honest conversation about ADHD, addiction and how habits really form.
Diagnosed with ADHD later in life, Shahroo reflects on how years spent working in addiction services helped her make sense of her own impulsivity, shame cycles and coping strategies - long before she had the language for neurodivergence.
Together, Ben and Shahroo unpack why addiction is often misunderstood, how neurodivergent brains are especially vulnerable in a frictionless modern world, and why behaviour change isn’t about willpower or fixing yourself.
This is a compassionate, practical conversation about trust, self-belief and designing habits that work with your brain - not against it.
Join us at hidden20.org/donate.
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Host: Ben Branson
Production Manager: Phoebe De Leiburné
Video Editor: James Scriven
Social Media Manager: Charlie Young
Music: Jackson Greenberg
Head of Marketing: Kristen Fuller
00:00 Introduction
01:26 Shahroo Izadi’s ADHD Diagnosis & Personal Journey
08:12 ADHD, Neurodivergence & Addiction: What’s the Link?
11:44 Is Addiction a Disease — or a Coping Strategy?
13:04 Why Willpower Fails: Understanding Habit Formation
16:50 ADHD vs Autism: Impulsivity, Dopamine & Delayed Reward
19:08 ADHD & Addiction: Shahroo’s Framework for Sustainable Change
29:18 Trusting an ADHD Brain After Years of Self-Criticism
33:33 Applying Behavioural Psychology to Living With ADHD
36:15 The ADHD Tax: Shame, Avoidance & Hidden Costs
39:25 External Dependence, Coping Mechanisms & Control
42:03 Shahroo’s 3 Practical Tips for Lasting Behaviour Change
52:13 Ben on Addiction & Recovery: Choice Without Deprivation
58:47 What We Still Get Wrong About Addiction & Neurodivergence
1:02:02 Healthy Habits vs Addiction: Where’s the Line?
1:07:21 Addiction, ADHD & Autism: What Needs to Change Systemically
1:15:20 Shahroo’s Green Dot Badge
The Hidden 20% is a charity founded by AuDHD entrepreneur, Ben Branson.
Our mission is simple: To change how the world sees neurodivergence.
No more stigma. No more shame. No more silence.
1 in 5 people are neurodivergent. That’s 1.6 billion of us - yet too many are still excluded, misunderstood, or left without support.
To break the cycle, we amplify voices, challenge myths, and keep showing up. Spotlighting stories, stats and hard truths. Smashing stereotypes through honest voices, creative campaigns and research that can’t be ignored.Every month, over 50,000 people turn to The Hidden 20% to feel safe, seen and to learn about brilliant brains.
With your support, we can reach further, grow louder, and keep fighting for the 1 in 5 who deserve more.
Join us at hidden20.org/donate.
Become a monthly donor.
Be part of our community where great minds think differently.
Brought to you by charity The Hidden 20% #1203348
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Follow & subscribe…
Website: www.hidden20.org
Instagram / TikTok / Youtube / X: @Hidden20charity
Ben Branson @seedlip_ben
Shahroo Izadi @shahroo_izadi
www.shahrooizadi.co.uk
If you'd like to support The Hidden 20%, you can buy a "green dot" badge at https://www.hidden20.org/thegreendot/p/badge. All proceeds go to the charity.
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