Behaviour Change Scientist on ADHD & Addiction: Shahroo Izadi

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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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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