McPherson's pictures are based on themes, statistics or ideas he researched, or those that emerged from the workshops with the participatory groups.

BBC: The A41 Project �C visualising inequality

Other interesting statistics: 71 per cent of those surveyed said they would promote a brand based on its social purpose, and 73 per cent said they would switch brands, again according to how they perceived its social purpose.

FORBES: Capitalism With A Conscience?