This provocation calls for design research to engage with societal issues in a manner that has a tangible positive impact that contributes to making things better in addition to posing questions and contributing to knowledge and the academy of design. While there are notable examples in which impactful engagement occurs in centres of design research, there is also a great deal of research that does not look beyond the discipline’s borders and is a self-congratulatory exploration of novel but ultimately frivolous ideas. This is not due to inadequate partner working but often to a mismatch and lack of equitable, productive relationships between design research and external partners. While working with these partners often has a semblance of participation, there can be a disconnect between the outcomes of the project and benefits to partners, business or wider society. Too often, partners are sources of data, approval, insights or resources without any tangible benefits to them.