In this episode of Beyond the Blend, host Rob Taylor sit down with Richard Camper, President of ILMA (Independent Lubricant Manufacturers Association) and EVP of Hasco Oil.
Richard shares his insights on the evolving lubricant industry, talent attraction challenges, AI’s role in shaping business strategies, and the need for a fresh narrative about lubricants’ contribution to sustainability.
Key Topics Discussed:
ILMA Presidency & Industry Outlook – Richard discusses his recent appointment as ILMA President for 2025 and his mission to elevate the industry’s appeal to younger talent. He highlights ILMA’s new multimedia outreach programme aimed at showcasing lubricants’ critical role in energy efficiency and sustainability.
Talent Attraction & Industry Perception – The lubricants sector faces an image problem—seen as “unsexy” and misunderstood. Richard explains how the industry’s role in reducing energy waste, advancing technology, and supporting sustainability must be reframed to attract new talent.
AI & The Changing Buying Process – The impact of AI on purchasing decisions is already evident, with customers leveraging AI-driven research before engaging with suppliers. Richard explores the risks and opportunities AI presents, particularly in improving data-driven decision-making, inventory management, and personalised customer engagement.
Adapting to Digitalisation & Customer Expectations – The conversation explores how buyer habits are shifting, with an increasing demand for speed, efficiency, and digital interaction. Richard shares his experience with AI-led product searches and what this means for the future of sales and customer relationships.
Personal Journey in Lubricants – Richard reflects on his accidental entry into the industry, from a summer job to a lifelong career. He candidly discusses ambition vs. contentment, the lessons learned along the way, and his views on balancing leadership with personal growth.
The Future of Work & Next-Gen Engagement – The discussion touches on generational differences in decision-making, digital literacy, and how younger generations are shaping the future of work. Richard provides insights into how businesses need to adapt to remain relevant and attract top talent.
Standout Quotes:
“27% of the world’s energy is wasted due to friction. Our job every day is to lower that number. That’s what makes our industry essential.”
“The lubricants industry is a technology industry—we just haven’t told the story well enough.”
“AI is an answer in search of a problem. The challenge is figuring out where it truly adds value.”
“People don’t necessarily want personal interaction, but they do want personalisation.”
Connect with Richard Camper:
LinkedIn: Richard Camper
ILMA: www.ilma.org
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