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Our journey in lubricants - Why we need to tell a better story
I was recently invited to a business podcast to share experiences from within the lubricant industry. One of the big topics that surfaced was the perception of the lubricants industry—often overlooked as part of the “oil and gas” sector—and its commitment to a more sustainable future. Lubricants play an essential, if unseen, role in many industries, from manufacturing to transportation. Without them, the smooth operation of engines, machinery, and industrial equipment would be impossible. As sustainability becomes a pressing concern across sectors, the lubricant industry, too, has taken significant steps to innovate, reduce its environmental footprint, and improve its image in the public eye. Here are some key insights on where the industry stands today and where it’s heading.
Tell a better story – but where to begin?
In any industry, especially those traditionally seen as part of the fossil fuel sector, perception matters. The lubricant industry has a powerful story to tell—one of innovation, essential services, and an ongoing commitment to sustainability. Changing how the public perceives lubricants requires proactive storytelling that highlights the industry’s role in improving efficiency, reducing waste, and supporting green initiatives across sectors. By openly communicating these efforts, the industry can reshape its image and show stakeholders that it’s not just adapting to modern standards but actively driving sustainable solutions forward.
Read more on the web as we ask Are Leaders Allergic to Storytelling?!
1. Lubricants as the Foundation of Efficient Operations
Many people are unaware of the vastness and significance of the lubricant market, as it is largely a business-to-business industry that operates behind the scenes. In essence, lubricants are the lifeblood of industrial equipment, ensuring everything from factory machines to transport fleets run smoothly. The failure of a single component in a large production line due to a lack of proper lubrication can cause hours of downtime and substantial financial losses. This makes the role of lubricants indispensable in industries that rely on heavy-duty equipment, where unplanned maintenance can be both disruptive and costly.
In addition to keeping equipment running, lubricants can extend the life of machines and reduce the need for replacements. This has a direct impact on sustainability, as fewer replacements mean reduced resource consumption and waste generation. The durability that lubricants provide is a subtle yet vital way they contribute to a more sustainable industrial ecosystem.
2. Sustainable Innovations in Lubricant Formulations
Despite being perceived as part of the traditional “oil and gas” sector, the lubricant industry is actively innovating to support a more sustainable future. Many companies are developing new formulas and additives that make lubricants more effective and environmentally friendly. For instance, certain additives can increase vehicle efficiency by as much as 15%, which not only reduces fuel consumption but also cuts down on emissions. In practice, this means that trucks, fleets, and other vehicles can operate longer on less fuel, contributing to lower greenhouse gas emissions.
Moreover, these new formulas often extend the life of the lubricant itself, requiring less frequent changes and therefore generating less waste. In high-usage industries like transportation, these improvements can result in significant environmental benefits, from reduced oil consumption to decreased disposal of used lubricants. In addition, some companies are exploring biodegradable and plant-based alternatives that, while still in the early stages, represent a promising shift toward eco-friendly lubricant options.
3. Changing the Perception of the Lubricant Industry
One of the biggest challenges the lubricant industry faces is its image. Often lumped in with the broader fossil fuel industry, lubricants are sometimes viewed as outdated or environmentally harmful. This perception overlooks the essential role lubricants play in supporting a range of sustainability initiatives. For example, by improving machine efficiency and reducing waste, lubricants are helping companies minimise their environmental footprint. Additionally, the industry is investing heavily in research and development to meet the demands of an increasingly sustainability-focused market.
Changing this perception requires proactive communication from within the industry. By highlighting the innovations and environmental benefits of modern lubricants, companies can reshape their image and help the public understand the sector’s value. Educating customers, stakeholders, and policymakers on the role lubricants play in reducing waste and energy consumption is essential. This can be done through transparency initiatives, industry events, and collaborations that showcase the sector’s commitment to sustainability.
4. Attracting New Talent through a Sustainability Focus
As the lubricant industry embraces sustainable practices, it also becomes more appealing to younger generations who prioritise environmental responsibility in their career choices. Traditionally, the industry has been a specialised field, but as companies shift toward greener practices, they’re finding it easier to attract talent interested in contributing to positive environmental impact. Industry events, expos, and panels dedicated to sustainable innovations provide opportunities for professionals to network, share knowledge, and learn about the latest advancements.
Furthermore, as the industry continues to evolve, it needs professionals who are not only technically skilled but also innovative thinkers who can contribute to its sustainability goals. The ability to attract new talent is crucial for the industry’s longevity, as these fresh perspectives are likely to drive the next generation of sustainable solutions in lubricant technology.
ABN Resources’ James Moorehouse sat down with Steve Knapp recently to discuss the challenges and opportunity for talent retention in the lubricant sector. Check it out below.
5. Addressing Environmental Challenges and Opportunities
Transitioning to sustainable practices in the lubricant industry isn’t without its challenges. Developing and implementing greener products requires substantial investment, and companies must balance this with the need to maintain profitability. Additionally, the public’s perception of the industry as environmentally harmful can create hurdles, especially when attempting to communicate the genuine efforts being made toward sustainability.
However, the opportunities are significant. By continuing to invest in eco-friendly products and processes, the lubricant industry can enhance its role in a more sustainable future. These initiatives not only improve operational efficiency and reduce waste but also elevate the industry’s reputation as a contributor to environmental sustainability. As companies become more transparent about their sustainability goals and practices, they have the potential to reshape public perception and establish themselves as leaders in responsible industrial operations.
Key Takeaways for telling a better story for a sustainable future in the Lubricant Industry
- Efficiency as a Driver of Sustainability: By focusing on products that improve equipment efficiency, the lubricant industry can reduce resource consumption and waste.
- Educating the Public and Stakeholders: Proactive communication about sustainability initiatives can help bridge the gap between perception and reality.
- Attracting Talent with a Green Vision: Emphasising eco-friendly practices will make the industry more appealing to young professionals committed to environmental impact.
- Tell Your Story: The lubricant industry can reshape its image by openly sharing its innovations, sustainability goals, and positive impact on environmental efficiency.
The lubricant industry is proving that even the most fundamental sectors can play a role in creating a sustainable future. Through ongoing innovation, a focus on efficiency, and a commitment to eco-friendly practices, it is well-positioned to contribute positively to global sustainability goals.
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