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Co-design has been a tenet of CTC’s practice of innovation and social justice. Creating cultural products and services for the creative tech market is almost impossible without older minoritised adults’ equitable involvement from the get-go. But CTC also values co-design because of the real-world understandings of inclusive practices that it necessitates. Co-design has taken many shapes in this project: from involving older people in business ideas generation and reflection on research practices, to devising workshops, collaborating on film productions and writing poems. Co-design processes make the invisible visible. They maximise relevance, and they support participants to be creatively confident and heard.