What if the key to retention, engagement, and authentic leadership isn’t perks or pay but community?

In today’s episode, I sit down with David Hughes, Global Head of Talent at Costa Coffee, whose journey took him from competing for Great Britain in athletics to leading people, purpose, and community in one of the world’s most recognisable brands.

We explore:

How sport shaped his leadership philosophy and resilience.

Why community is the most overlooked driver of engagement and retention.

The rising influence of Gen Z and their demand for authenticity.

How brands can avoid “whitewashing” and build trust through meaningful action.

This is a masterclass in understanding why authenticity, purpose, and connection will decide the future of work.

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Chapters

00:00:29 – HR: Planned or by chance?

00:01:27 – From GB athlete to HR leader

00:02:19 – How sport shaped leadership

00:04:04 – Leaving athletics & finding purpose

00:05:51 – From recruitment to Boots & HR

00:07:03 – What community really means

00:09:55 – The data: community reduces turnover by 50%

00:11:23 – Why Gen Z changed everything

00:12:45 – Community, charity & the HR function

00:14:42 – Building local impact: the SEN school project

00:16:24 – Skills vs. qualifications: the future of work

00:18:38 – The four pillars of talent at Costa

00:20:11 – What EVP really means (and why most get it wrong)

00:23:09 – Authenticity vs. whitewashing in employer branding

00:24:59 – Gen Z: why they can’t be fooled

00:27:03 – The real cost of ignoring community

00:29:47 – A life-changing trip to Colombia

00:31:54 – How to convince senior stakeholders

00:33:02 – Advice to my younger self: mistakes & fourth gear

00:34:55 – Why slowing down creates better work

00:36:10 – Closing reflections on purpose and belonging

[49ers +/-] A Sloppy Loss / Saleh vs. Coen