Climbing the Walls: How Social Media Changed ADHD Forever | Episode 3 Summary

Climbing the Walls is an investigative limited-series podcast by Understood.org that delves into the delayed diagnosis of ADHD in women and the surge in diagnoses post-pandemic. In Episode 3, titled "How Social Media Changed ADHD Forever," released on April 16, 2025, host Danielle Elliott explores the transformative role social media played in reshaping the understanding and diagnosis of ADHD, particularly among women.

1. The Emergence of ADHD on Social Media

Danielle Elliott opens the episode by recounting her own hiatus from social media during the pandemic, only to return in early 2022 to witness a dramatic increase in ADHD-related content. She states:

"No, I wasn't on social media during the pandemic... What'd I miss? The birth of ADHD social media. Apparently, by the time I tuned in early 2022, there were millions of posts with the hashtag ADHD. They had more than 11 billion views on TikTok."
— Danielle Elliott [00:02]

This explosion of ADHD content, particularly on platforms like TikTok and Instagram, created a vibrant online community where women began sharing their ADHD experiences, sparking widespread awareness and interest.

2. Terri Matlin: A Beacon of Progress

Author and ADHD specialist, Terri Matlin, shares her observations on the influx of women seeking ADHD diagnoses:

"I think that as women were stuck at home with a lot of them with young children or older children... they were just climbing the walls."
— Terri Matlin [01:12]

Matlin notes that the pandemic's unique challenges—working from home, managing children’s education, and heightened isolation—exacerbated underlying ADHD symptoms in women, leading them to seek professional help. She highlights a historical lack of education among medical professionals regarding ADHD manifestations in women, which often resulted in misdiagnoses lasting years.

3. The Personal Journey of B.A. Parker

To illustrate the broader trends, Danielle introduces B.A. Parker, a radio host from Baltimore, whose experience epitomizes the newfound ADHD awareness fueled by social media.

B.A. Parker describes her realization of having ADHD after encountering ADHD-focused content on TikTok:

"I mean, I hate to say TikTok, but it was TikTok... and I feel like they knew something I didn't."
— B.A. Parker [05:37]

Parker's journey includes taking an ADHD assessment online, facing challenges in accessing affordable psychiatric care, and dealing with misdiagnosis—initially being incorrectly suggested to have bipolar disorder. Her persistence led her to find a supportive community of black women on TikTok, who provided validation and coping strategies.

4. The Role of Telehealth and Emerging ADHD Companies

The pandemic sparked regulatory changes that allowed for easier telehealth diagnoses and prescriptions of ADHD medications. This shift facilitated the rise of ADHD-focused companies on social media platforms, offering assessments and services to a broader audience.

Danielle discusses the proliferation and subsequent scrutiny of these companies:

"In 2022, the U.S. Department of Justice received complaints about one of these new companies, a company called Cerebral... Cerebral was pressuring clinicians to prescribe Adderall and Ritalin to increase patient retention."
— Danielle Elliott [24:24]

These practices highlighted potential risks of overdiagnosis and the prioritization of profit over patient health, leading to legal actions against companies like Cerebral and Dunn.

5. ADHD Diagnosis Disparities Among Black Women

A significant portion of the episode addresses the disproportionate misdiagnosis and underdiagnosis of ADHD in black women. B.A. Parker shares her insights:

"Black women have to be hyper vigilant because... the dual sides of oppression as being black and a woman... ADHD sits differently inside of black women."
— B.A. Parker [17:03]

Research cited in the podcast indicates that black and Hispanic women are less likely to be diagnosed with ADHD compared to their white counterparts. Misinterpretations of behavior often lead to diagnoses of anxiety or depression instead. However, the increased visibility of ADHD on social media is gradually bridging this gap by fostering more accurate self-diagnoses and encouraging women to seek appropriate treatment.

6. Normalizing ADHD Conversations and Embracing Strengths

The episode underscores the shift in public perception of ADHD from a debilitating disorder to a condition with unique strengths. This rebranding has empowered many to embrace their ADHD traits positively.

Danielle Elliott observes:

"By 2023... people were calling it a superpower. It went from an affliction, a source of shame, to a desirable attribute."

B.A. Parker echoes this sentiment, emphasizing how recognition and acceptance have improved her personal and professional life:

"Having the language for it, it's been really helpful, especially in meetings... I can now tell them, no, I have ADHD."
— B.A. Parker [22:21]

7. Familial Impact and Intergenerational Awareness

As women like Parker received diagnoses, they began recognizing ADHD traits in their family members, fostering intergenerational understanding and support. Parker recounts her realization about her mother's behaviors:

"She would leave a room and just leave a cabinet door open. And I was like, this woman, I love her... This explains some of the things that frustrated me as a kid."
— B.A. Parker [30:02]

This newfound awareness not only strengthens personal relationships but also encourages others within the community to seek diagnoses and support.

8. Conclusion: The Lasting Impact of Social Media on ADHD Awareness

Climbing the Walls Episode 3 paints a comprehensive picture of how social media, particularly during the pandemic, served as a catalyst for transforming ADHD awareness and diagnosis among women. Through personal stories, expert insights, and an examination of systemic challenges, the podcast highlights both the progress made and the ongoing issues that need addressing.

Danielle concludes by hinting at a continued exploration of ADHD's evolving perception in future episodes:

"In the next episode, I'm going to try to see it through his eyes and to try to understand how that might have impacted the rise in diagnosis."
— Danielle Elliott [34:44]

Notable Quotes

• Danielle Elliott [00:02]: "What'd I miss? The birth of ADHD social media... they had more than 11 billion views on TikTok."

• Terri Matlin [01:12]: "Women were just climbing the walls... they reached out for help."

• B.A. Parker [05:37]: "TikTok seemed to recognize exactly what was going on with me."

• B.A. Parker [17:03]: "ADHD sits differently inside of black women."

• Danielle Elliott [24:24]: "There is no way to know how many people were misdiagnosed... but the women seeking a diagnosis were genuinely seeking help."

Final Thoughts

Episode 3 of Climbing the Walls effectively captures the intricate relationship between social media and the surge in ADHD diagnoses among women during and after the pandemic. By intertwining personal narratives with expert commentary, the podcast offers a nuanced understanding of the positive and negative repercussions of this digital awakening. As ADHD continues to gain recognition, the conversations ignited on platforms like TikTok play a pivotal role in shaping the future of mental health awareness and support.