I see from all the giant banners that Tesco’s Computers for Schools initiative is back. This strategy is known in the trade as “cause-related marketing”. In theory, everyone gains: the company wins kudos as an ethical trader and schools gain much-needed resources. In Tesco’s case, however, you would have to spend more than pound;140,000 to accumulate enough vouchers to buy a computer for your school. And last year it donated a minuscule proportion of its pound;7 billion profit to the programme.
Richard Knights, Liverpool.
