What is co-creation and why is it so important for the public sector?

Have you ever felt like you are shouting into the wind? Or perhaps you have launched a brand new service, only to find that the very people it was built for are struggling to use it? If so, you are not alone. Across the UK, the old “top-down” way of delivering public services is being challenged.

We live in an age where people expect to have a real say in the services they use and the communities they call home. At the same time, budgets are tighter than ever, and the social issues we face are becoming more complex. To solve these problems, we need more than just data. We need the kind of insight that only comes from lived experience, and the only people who can give us a true, honest reflection of what that looks like, are those in the communities we serve.

This is where co-creation comes in. It is not just a fancy name for sense-checking or feedback; it is a way of working that puts the community at the heart of the design process, brings authenticity, and builds trust. 

It is easy to get muddled with all the different terms out there. Most of us are used to “consultation”; that’s when a council or agency has an idea, builds a plan, and then asks the public what they think of it. While that is important (and sometimes a legal requirement), it often happens too late to make a real difference to the core design.

Here’s a helpful summary of what some of the different terms you may have heard of mean:

• Consultation / engagement: This is where you ask for views or feedback on an idea that you’ve already started.
• Co-creation / co-design: This is a step further – you work together to brainstorm, shape opinions and build the initial idea or design.
• Co-production: This is the final stage where participants actually help to run or deliver parts of the service after it has been designed.

Co-creation is the shift from “we consult, then act” to “we design and act together.” It is about bringing residents, service users, and staff into the room before the plans are even drawn up. It’s the sweet spot where you brainstorm, shape options, and build the initial design as a team.

You might be thinking, “that sounds like a lot of extra work.” And yes, it does require a bit more legwork upfront. But the rewards for the public sector are huge.

1. It builds genuine trust

We all know that public trust is fragile at the best of times. When people feel like service updates, new messaging or different types of advice are being “done to them” rather than “with them”, they can become sceptical. However, when a resident sees their own suggestion reflected in a final policy or a new park layout, for example, the service gains a new level of legitimacy. They are no longer just “the public”. They are partners.

2. It stops you from wasting money

There is nothing more expensive than building something that nobody wants or knows how to use. By listening to your community early on, you will spot needs and hurdles that you might never have anticipated from behind a desk. Co-creation ensures the “fit” is right from day one, reducing waste and improving outcomes.

3. It sparks better ideas

When you bring a single parent, a local business owner, a frontline worker, and a teenager into the same room, magic happens. Diverse perspectives spark innovation. You move away from “the way we have always done it” and toward fresh, clever solutions that you might never have thought of.

4. Improving staff morale and retention

It is not just about the residents; co-creation is a huge win for your team too. Frontline staff often feel the most frustration when they have to deliver a service that they know isn’t quite hitting the mark. By bringing them into the design process alongside the public, you give them the power to fix the “niggles” they see every day. This leads to a much happier, more motivated workforce who feel like their expertise actually matters. It also means they’re more likely to support decisions and be able to answer any questions more effectively. It’s a win win!

5. Reaching the quieter voices of your community

Traditional consultations often attract the same familiar faces; usually the people who already have the time and confidence to speak up. Co-creation encourages you to step out of the office and go where the people are. By working with community leaders or trusted local voices, you can connect with groups who are often the most affected by service changes but the least likely to fill out a standard survey.

6. Making legally and ethically sound decisions

It’s absolutely vital that people should have a say in the decisions that affect their lives. Co-creation gives you a solid way to meet these ethical standards. It moves the conversation away from just “ticking a box” for compliance and toward a genuine partnership. This not only does right by the community but also protects your organisation from the risk of a public backlash later down the line.

The future of our public services depends on collaboration. By opening up the conversation and designing with our communities, we can build services that are more effective, more trusted, and more sustainable. 

If you are ready to move beyond simple consultation and start truly co-creating, look out for our comprehensive guide that will walk you through every step of the process, coming soon.