Episode 199 - Decoding Consumer Behavior: Leveraging Trends to Build a Brighter Print Future, With Dario Urbinati, CEO, Gallus Group & Philippe Assouline, Expert in Behavioural Marketing

In this episode, I had a fascinating conversation with Gallus Group CEO Dario Urbinati and Philippe Assouline, a leading marketing and insights strategist.

Our thought-provoking discussion covered how shifts in behaviour are redefining our world, how leadership must adapt, how innovation needs to align with these changes, the impact of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity), why the skills shortage is accelerating change, and what the industry needs to do to remain viable.

Dario and Philippe delve deeply into the consumer behaviours driving these megatrends and explore what we can learn from them to advance the print industry. 

Key topics included:

• The social context and primary global events shape younger generations' behaviour and purchasing decisions, particularly in light of events like COVID-19.

• The psychology behind consumer behaviour and its implications for stakeholders further up the production line. In essence: What is the modern consumer seeking from a product? From its packaging? From the brand and overall experience?

• Gallus’ insights from the research process—how the company has translated data into actionable insights to inform business decisions and research and development (R&D).

• How other businesses in the print sector—both manufacturers and converters—can harness this information and leverage research-driven insights to better engage with younger generations, foster business growth, and attract talent. The research exists; we don't need to reinvent the wheel!

Dario Urbinati

With 17 years of experience in the graphic arts industry and having held senior positions with leading manufacturers worldwide, Dario Urbinati has been the Chief Executive Officer of Gallus Group since 2022.

Dario first joined Gallus in 2003, where he spent nine years, eventually serving as Managing Director for Southeast Asia. In this role, he drove growth and transformed the business and its culture. He then moved to another leading press manufacturer in China as Narrow/Mid-Web Managing Director before becoming Chief Sales and Marketing Officer for ACTEGA Metal Print, where he played a key role in launching and commercialising its breakthrough sustainable metallization technology.

Dario returned to Gallus Group as Chief Sales & Service Officer in 2021 to steer Gallus’ mission toward a more sustainable and profitable future in the narrow web market. Since rejoining the Gallus team in St. Gallen, he has pioneered the launch of the company’s first-ever pure digital inkjet label press, made significant progress toward carbon neutrality, and spearheaded the opening of the Gallus Experience Center—a new facility designed to drive innovation, collaboration, and market transformation.

Philippe Assouline

As hyperconnectivity continues to alter consumer behaviour beyond recognition, Philippe Assouline employs advanced analytics and psychology to help companies turn apparent chaos into opportunity and define their “emotional strategy”—how to create relevance, demand, excitement, and loyalty among consumers in the age of social media.

Philippe is an expert in consumer psychology, particularly focusing on Gen Y and Gen Z. He is the founder of PropellorIQ, a boutique consulting firm specialising in behavioural and evolutionary marketing, applied AI, and communication. Philippe bases his practice on a proprietary, analytics- and psychology-driven approach, which he calls his “Hearts then Minds Model.” This model carefully identifies and builds upon the core motivations of target audiences.

Philippe has advised major multinational companies on their marketing and communications strategies, especially regarding Gen Y and Gen Z. His expertise includes digital branding, advertising, and complex crisis communication. In addition, he currently leads consumer insights, data science, and messaging strategy efforts for several companies.

He is a published academic (UCLA) with research focusing on mass emotions, culture, habits, and social influence. Before his current role, Philippe was a litigation attorney (McGill) at Cravath, Swaine & Moore in New York City. He also holds a B.Sc. in Computer Science.

Interested in talking with Philippe? Email here

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