In 2014, the Swedish innovation agency Vinnova set up the program ‘Gender and Diversity for Innovation’, which has its roots in norm-critical innovation. In line with rationales for responsible innovation, a central aim of the program is to identify and challenge discriminatory norms to develop more inclusive and equal innovation processes. This article presents the findings of an in-depth analysis of 34 projects funded under the program. It explores how norm-critical innovation has been practiced and performed in various empirical settings and whether norm-critical innovation practices could be a way forward for the implementation of responsible innovation. Using a qualitative research design, we identify the most common activities and outputs in the projects and carve out the core characteristics of norm-critical innovation practice. Furthermore, the paper explores the value and limitation of norm-critical approaches for fostering responsible innovation and addressing societal challenges more broadly. © 2022 The Author(s).