Authentic businesses have a purpose, which their customer, their suppliers and their staff can support and align with. Typically that purpose benefits society or the environment in some way that means that those who do not stand to benefit directly and financially from the success of the business can still feel the desire to support its purpose and therefore the business.

Typically authentic businesses benefit from massively lower marketing and HR costs (staff turnover and sick days) than their conventional counterparts. Up to 80% and 91% respectively.

This is primarily due to better decision making, as people are emotionally connected with what they do and can trust and use their intuition, more motivation, because people care about what they are doing (productivity can rise from 30% - 80%) and more support from outside the company because other people care about what they are doing too. Neil Crofts - Authentic Business.