Paul Healey
President & CEO
Mr. Lube
What will be the biggest change in consumer behaviour?
Consumer behaviour will continue to mature. They will prefer customized, ready-made products and services that allow for greater clarity of understanding. Competition will continue to eliminate poor performers and lead to a consolidation of similar brands.
What is your greatest hope for the industry? Your greatest fear?
My greatest hope is to have products speak to individuals and advertising become more targeted to allow for personal identification. That advertising becomes less about selling and more about educating the consumer. That advertising continues to be done creatively and executed in mediums that foster an environmental framework. My greatest fear is that advertising continues to be targeted for mass appeal products.
Could advertising become irrelevant?
Absolutely not. People need to be communicated to constantly and humans need to be associated with brands. Without advertising it will only be more challenging to have someone find a product or service they can associate with. In many ways, advertising completes a personit allows them to have a unique personality and can help shape a personality.
What’s your bold prediction for the century ahead?
Customers will provide advertisers with an approved brand list and will accept only specific and highly targeted advertising from those advertisers. While this is done in many different facets today, the opportunity to increase profiling and independent selection will increase. Advertising will become a one-to-one message that only the viewer can control.
