Walking the fine line between “doing business purposefully and not just marketing themselves in that way” will be a focus for many businesses in the coming years.

That’s according to Hotwire’s very own global CEO, Barbara Bates, who has spoken passionately on the inaugural High Stakes with Hotwire podcast – a new show in which comms leaders discuss high stakes communications issues.

Bates calls out Salesforce CEO Marc Benioff as a champion of creating a purpose-driven business – citing it as “part of his mission and values from the very beginning”. Salesforce’s values “drive pretty much everything they do,” Bates said. Many companies believe doing good and being good at business are a “trade off” and Salesforce proves this wrong as an incredibly successful tech business “focused on doing good”.

Doing good means different things to different people. For Barbara Bates as a global business leader, it means supporting her employees in their careers and in their mental health.

Mental health has become a business issue. Stress. Feeling overwhelmed. Depression and anxiety. These are issues affecting millions of workers today according to the Mental Health Society – and such concerns are being discussed at a c-suite level now, Bates said. “Helping people build healthy mental practices with your staff and businesses is critical,” she added, during a passionate call for businesses to do more in this space.

To find out more about Barbara Bates’ viewpoints on communicating purpose, brand values and the importance of building a business that supports its employees’ mental health, check out the podcast!

And if you want to get in touch with Barbara to discuss any of this in more detail, her details are: LinkedIn / barbara.bates@hotwireglobal.com