Commentary: Strength-based co-design that EMPOWERs – Lessons from codesigning with older adults

Purpose: This study aims to address the existing gap in co-design frameworks by introducing the EMPOWER framework, a strength-based co-design methodological approach specifically designed to tackle the key empowerment challenges associated with co-designing alongside individuals experiencing vulnerability. The purpose of this study is to provide a set of easy-to-remember empowering guidelines to enhance the co-design process. Design/methodology/approach: EMPOWER is based on lessons from the field, through five years of working with older adults. Findings: The framework includes seven guidelines to overcome common challenges in co-design research. The acronym EMPOWER refers to guidelines for extending, multiplying, publicising, outsourcing, widening, enabling and reflecting on co-design research. Research limitations/implications: Although extendable to other experiences of vulnerability, the examples provided focus on the experiences of ageing consumers. Practical implications: EMPOWER has direct relevance to practitioners wishing not only to work with consumers experiencing vulnerabilities but also to empower these consumers through purposeful research actions. Social implications: Although drawing on co-design research with older adults, these guidelines can be applied to empower other groups experiencing vulnerability. Originality/value: There is a relative lack of guidelines on how to strengthen the co-design process in a way that empowers consumers experiencing vulnerability. To address this, this paper offers a framework and some grounded examples contributing to the current knowledge of co-design in marketing.