Stuart Heritage has totally missed the mark with his cynical article (John Lewis Christmas advert: the most unapologetically depressing thing in human history, 10 November). I spent last Thursday at the national Fostering Excellence Awards with foster carers, care-experienced young people, social workers and employers who provide fostering-friendly schemes so their employees can foster.
After a tough few years, when foster carers have gone above and beyond for the children in their care, first through the pandemic and now through the cost of living crisis, the John Lewis advert was the talk of the room. As we stand on the brink of a recruitment and retention crisis in fostering, there was huge warmth for the recognition by John Lewis of the difference fostering can make. More than that, for the recognition that kindness and human connection are the things that will see us through the current crises and the ones yet to come.
Three-quarters of children in care live with foster carers. Foster carers provide safe homes where children can thrive. Foster care enables children to remain connected to their family and community. John Lewis recognises this and has a huge programme under way to support care-experienced young people and foster carers. It would be good to see more large retailers follow its lead.
Heritage should save the sniping for the adverts that just try to sell us things we can’t afford. That is depressing. Showing how we can change young people’s lives is nothing short of inspiring.
Jacqui Shurlock
Head of policy and campaigns, the Fostering Network
Re Daniel Lavelle’s article (It shouldn’t be down to John Lewis’s Christmas ad to stand up for children in care, 10 November), this is advertising masquerading as a charitable campaign. The main motivation for using charity in this way is to increase profit. The charity angle appeals to customers because it gives a warm glow to enhance the Christmas spirit. Instead of “buy one get one free”, we have “buy one get one warm glow free”. It allows us to overspend, overeat and drink ourselves stupid with a clear conscience. Capitalism wins both ways – it creates poverty and then uses it as a vehicle to hide greed.
We have to rely on the largesse of big business when the government refuses to step up to the mark, but this type of “advertising” carries an element of exploitation. Our sentimental response to it makes us all guilty by association.
Sue Edwards
Sidmouth, Devon
As a retired leaving care manager, I applaud the John Lewis advert highlighting young people in and leaving the care system. While it would be naive to think anything other than that John Lewis has its own commercial interests at heart, it appears to be putting its money where its mouth is by offering some employment opportunities to care leavers, as Daniel Lavelle says. In my experience, that is the single most significant assistance a company can offer these young people. I would urge other big companies with a social conscience to follow its example and open up opportunities to care leavers.
Brian Ronson
Liverpool