Sir: The idea of ‘shoppers as unpaid workers’ (Tim Lang, 30 August, p23) is interesting. But let’s not confuse co-creation with ‘feedback for free.’ Co-creation is the creation of something new through collaboration between brand and consumer. We live in a more collaborative era where brands are co-creating and collaborating with their consumers. Surely that is to be celebrated.

Jonny Wooldridge, head of marketing (Europe), Promise Communispace