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.
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