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Beyond The Blend – Building a Future-Focused Lubricants Industry
In this edition of Beyond The Blend, we speak with Caitlin Jacobs, Communications Director
for ILMA (the Independent Lubricant Manufacturers Association), whose passion for people,
purpose and progress is helping redefine the lubricant industry’s image. In a conversation
rich with insight, Caitlin shares how ILMA’s events, campaigns, and strategic vision are
strengthening the fabric of the lubricants market, especially by preparing it for the next
generation.
From championing face-to-face connection to harnessing AI and storytelling, this is a look at
how an association is shaping the future with clarity and care.
The Power of Face-to-Face in a Relationship-Led Industry
For an industry built on relationships, in-person connection isn’t optional. Caitlin underscores
how ILMA’s meetings are more than just events; they’re deal-making arenas. “People have
told us they can see more of their customers and suppliers in those few days at our
meetings than they do all year,” she says.
With over 1,000 attendees at the annual October meeting and more than 500 at the spring
“Engage” event, ILMA’s calendar reflects the human heart of the lubricant sector. These
meetings offer not only business networking but also education and market insight, allowing
members to connect, learn, and collaborate all in one place.
Purpose and Impact of the 'Move the World Forward' Campaign
ILMA’s ‘Move the World Forward’ campaign is a bold push to address one of the industry’s
greatest threats: talent scarcity. “With the silver tsunami of retirements coming, if the
younger generation doesn’t know we exist, how are they going to know about the
careers available?” Caitlin asks.
The campaign speaks directly to high school, college, and vocational students, using digital
content, authentic stories, and soon – even TikTok – to spark awareness. It aims to show that
the lubricant industry isn’t just for scientists or engineers. Whether it’s admin, logistics, R&D or sales, the career paths are varied, valuable, and often under the radar.’
Redefining Sustainability and Attracting the Next Generation
Sustainability is often cited but rarely defined with clarity. Caitlin offers a practical lens: “It
means whatever you’re doing can continue into the future… that you’re not destroying your own future community or market.” She argues that lubricants themselves are inherently sustainable and designed to reduce waste, energy consumption, and emissions.
However, she believes the industry must reframe and better communicate what it’s already doing. With younger workers seeking employers that align with their values, storytelling
becomes a crucial tool. “We need to tell a better story,” Caitlin insists. “Not just for us, but to make the industry visible and attractive to future talent.”
The Evolution of Communications and the Role of AI
Reflecting on her 20-year career, Caitlin tracks the evolution from literal cut-and-paste PR to the digital-first, AI-assisted environment of today. While social platforms have changed the tone and tempo of communication, she warns against mistaking speed for depth. “You can do a lot more with fewer people, but you still need people,” she says, especially in PR where tone, timing and human understanding matter deeply.
Caitlin sees AI as an enabler, not a replacement, arguing that efficiency must create room for
creativity, not just more output. “The bots can do 80%, but the remaining 20%? That’s where
we make the difference.”
Read more about how Plan Grow Do are integrating AI in to its communications across 2025.
Work-Life Balance and Role Modelling in Leadership
Caitlin’s take on balance is refreshingly clear: “When I sign off from work, I’m done.” She
credits this approach to having bosses who valued boundaries and modelled them
authentically.
In a world where being “always on” is too often the norm, Caitlin makes a compelling case
for switching off as a sign of strength and not slackness. She highlights how work-life
balance is essential for long-term wellbeing, retention and creativity, especially for working
parents. “Good people stay when they feel respected,” she says, urging leaders to walk the
talk on flexibility, boundaries and trust.
Summary and tune in!
Caitlin Jacobs paints a compelling picture of a lubricant industry in transformation; one that’s embracing its human core, preparing for the future, and telling a more authentic story about itself. From empowering in-person events to launching campaigns that highlight
sustainability, mobility and inclusion, ILMA is actively shifting the narrative. And with communicators like Caitlin at the helm, it’s clear the lubricant industry’s best days lie ahead.
Want to hear more stories from the people shaping the industry?
Subscribe to Beyond The Blend, the podcast that goes behind the science and shines a
light on the people who make the lubricant market move.
