David Cameron is not “naming and shaming” companies when he attacks individual organisations for perceived irresponsibility, the Tories’ head of policy told the FT on Monday. Instead, the Conservative leader is using the “nudge” – the newly fashionable theory that politicians should seek to influence, rather than simply dictate, behaviour.

Oliver Letwin, the shadow cabinet member charged with policy development, said the aim of singling out high street businesses and brands was to change boardroom attitudes. “I don’t think I would use the word ‘shaming,’ so much as trying to shift the normal definition of the acceptable. It’s much more an appeal to reason than to emotion.”