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Focus on WHY

A podcast with purpose! Focus on WHY is all about WHY people do WHAT they do. People who align their work with their values. Are you looking for fulfilment and purpose in your life? Without a compelling WHY, you may lack clarity or the ability to make informed choices and wise decisions. Imagine the positive impact you could make if you valued your work and you were valued for your work! Life Purpose Coach, Podcast Strategist and Author, Amy Rowlinson, is the host of Focus on WHY and will guide you towards a purpose-driven life.  Looking for 1:1 life purpose coaching or podcast mentoring, book a free 30 min discovery call with Amy here.  Have a Purpose. Have a Plan. Focus on WHY. 
  1. All Episodes
  2. 509 Living in a World of Vulnerability with Louise Baxter

509 Living in a World of Vulnerability with Louise Baxter

Apr 7, 2026

Are you really as scam-savvy as you think? Trading Standards expert and CEO of Consumer Friend, Louise Baxter MBE, shares insights from more than 20 years working on the frontline of fraud and consumer protection. Louise reveals the hidden psychological, social and financial impact of scams, challenging common myths about who becomes a victim and why. She explores the role of language, literacy, loneliness and situational vulnerability, and explains why shame often keeps people silent. Louise also reflects on her own late neurodivergence diagnosis and how lived experience has shaped her passion for advocacy. A powerful conversation about the human side of fraud, the real impact of scams and living in a world of vulnerability.

 

KEY TAKEAWAY

“We are living in a world of vulnerability. 67% of us have a characteristic of vulnerability and at any pinchpoint of bereavement, a relationship breakdown, a house move, a period of financial shock, you could be targeted.”

 

ABOUT THE GUEST – LOUISE BAXTER MBE

Fraud Expert and Consumer champion. Leader, regulatory, consumer vulnerability expert. Trainer. Joint CEO Consumer Friend, NED with extensive Board experience passionate and everyone should understand and be understood! 

 

CONNECT WITH LOUISE

https://www.consumerfriend.org.uk 

https://www.linkedin.com/in/louise-baxter-mbe-77194337/ 

 

ABOUT THE HOST - AMY ROWLINSON

Amy is a purpose and fulfilment coach, author, podcast strategist and mastermind host who empowers purpose-driven leaders to boost productivity, engagement and meaning in life and work. Through transformational conversations, Amy helps individuals overcome overwhelm and live with clarity, building living legacies along the way.

 

WORK WITH AMY

If you’re interested in how purpose can help you and/or your business, please book a free 30 min call via https://calendly.com/amyrowlinson/call 

 

KEEP IN TOUCH WITH AMY

Sign up for the weekly Friday Focus - https://www.amyrowlinson.com/subscribe-to-weekly-newsletter 

 

CONNECT WITH AMY

https://linktr.ee/AmyRowlinson 

 

BUY AMY’S BOOK (2025 Business Book Awards Finalist) *

Focus on Why by Amy Rowlinson with George F. Kerr – https://amzn.eu/d/6W02HWu 

 

HOSTED BY AMY ROWLINSON

 

DISCLAIMER

The views, thoughts and opinions expressed in this podcast belong solely to the host and guest speakers. Please conduct your own due diligence. 

*As an Amazon Associate, Amy earns from qualifying purchases.