SWINDON firms have been invited to learn about the concept of authenticity.

Authentic businesses are those which have a positive and profound purpose.

Many business theorists say these companies achieve success because not in spite of their dedication to sustainability.

Examples of these include Cafedirect and other fair trade brands, Triodos Bank (which only lends to and invests in ethical organisations) and Yeo Valley foods.

Swindon Chamber of Commerce is holding a business breakfast on Tuesday, March 8 at 8am in the Science Museum in Wroughton, at which Brett Sadler and Peter Prosser, two experts in the field will talk.

Mr Sadler is a director of Interchangers, a consultancy in authentic change.

He said: "The premise is that making profit for a business is like breathing you have to do it to survive but it's not what gets you out of bed in the morning.

"What really inspires people is doing something meaningful.

"The concept of authenticity encompasses a great passion for business sustainability. It's positive for business and the planet." One of the advantages about authenticity, said Mr Sadler, is that it tends to make employees point in the same direction, or in other words become 'self aligning'.

He continued: "It becomes so much easier because everyone knows why they are there and what the values and principles are, and that can inform decision making.

"That in turn makes it easier to manage the business, as people can make decisions without having to constantly refer upwards, because they know what is expected of them. As a result, it tends to be more profitable." Mr Sadler said the principles of authenticity could also be applied to industries not traditionally seen as "green" or "ethical".

For example, careful preparation by Carillion while building the Great Western Hospital in Swindon had saved 20,000 vehicle movements, and in turn a lot of pollution and money.

Mr Sadler said: "This is one of the examples of thinking things through properly."

Also among the speakers will be Juliet Davenport, founder of Good Energy, a Chippenham company that supplies 100 per cent renewable electricity.

The breakfast costs £15. Call Steph Trinci at Swindon Chamber on 01793 649573.