When choosing a law firm, one might assume clients typically prioritise expertise, reputation, and value for money. However, in an age where social responsibility and fairness are becoming increasingly important, there’s another factor that is fast gaining prominence: diversity and inclusion (D&I).
This year, in the Law Firm Marketing Club’s ‘What Clients Want 2024’ survey, we asked respondents, “In choosing your law firm, how important is a law firm’s approach to diversity and inclusion?” The findings are revealing, but they also highlight why diversity must be a key consideration for law firms – not just as a buzzword, but as an essential factor that can make or break client relationships and business success.
The qualitative data, gathered from optional comments, presented a mix of perspectives that were both thought-provoking and, in some cases in my view, concerning.
Some respondents focused purely on qualifications, saying, “As long as they are qualified, it doesn’t matter.” Others took a more humanistic view, stating, “Everybody is equal, it is now how they interact with others.” A few emphasised social skills over diversity itself, remarking, “As long as they know their job and have acceptable social skills, I don’t care what sex, creed, or colour they are.”
On the opposite end of the spectrum, one respondent clearly stated, “It’s not important because they are there to serve at the end of the day.” And, in contrast, others were more emphatic, with one noting, “Very important. I need to know they are willing to defend anyone regardless of what they are and who they are.”
These mixed reactions illustrate the varied importance placed on diversity within the legal sector and underscores a critical point: there is still significant work to be done to ensure clients fully recognise the value that diversity and inclusion bring to legal services.
Why does this topic matter?
Let’s start with the obvious: championing diversity in a law firm – or anywhere for that matter – isn’t just a box-ticking exercise. It’s about reflecting the world we live in. In today’s interconnected world, diverse teams offer invaluable perspectives essential in providing the best legal advice. Law firms that actively foster diversity are more likely to understand their clients’ unique challenges and needs, offering more tailored and nuanced solutions.
Clients increasingly want firms that not only represent them but also understand them – be it from a cultural, gender, or socioeconomic perspective. When you work with a diverse team, you’re more likely to see all angles of a problem, which can result in better strategies and outcomes.
When it comes to sensitive, high-stakes matters such as employment disputes or family law matters, the value of diversity within legal teams can’t be overstated. Clients in these situations are often navigating deeply personal challenges – whether it’s a wrongful dismissal, a complex child arrangements case or a divorce that involves financial complications. In these cases, the ability to empathise and understand the full spectrum of human experience is crucial. A diverse team brings a range of perspectives, cultural sensitivities, and life experiences that allow them to relate to their clients on a deeper level. This isn’t just a “nice-to-have” – it can directly affect the quality of legal advice provided. A firm that fails to embrace diversity risks offering solutions that are too narrow, too standardised, or simply out of touch with the needs of a modern, varied client base.
For example, in family law, issues of race, gender, and socio-economic status can play a significant role in a case. A team that lacks diverse voices might overlook how a client’s background impacts their legal needs. Take the case of a divorce involving complex financial assets and children from a minority background. A team that understands the unique cultural, social, and economic pressures faced by that family will be in a better position to craft a more nuanced, fair, and empathetic solution. Conversely, a homogenous team might miss important aspects of the case, leading to client dissatisfaction.
One survey respondent put it bluntly: “I need to know they are willing to defend anyone, regardless of what they are and who they are.” This sentiment reflects the growing expectation that lawyers be not just technically skilled, but morally aware. Clients are increasingly rejecting firms that fail to demonstrate a commitment to fairness across all facets of society, including race, gender, and class. If a firm doesn’t reflect the diverse world its clients live in, it’s bound to miss the mark when it comes to delivering fair, nuanced, and empathetic advice. Firms that fail to see the value in this risk alienating the very clients they are trying to serve.
The danger of overlooking D&I
This is my opinion, but the 13% of clients who claim diversity is “not important at all” miss the point entirely. Of course, qualifications and legal expertise should be the baseline, but to ignore the role diversity plays is to ignore the changing face of both the legal profession and the client base it serves. If diversity isn’t prioritised, law firms run the risk of being out of touch with the needs and expectations of their clients.
Diversity isn’t merely about being fair, it’s also about competitive advantage. A firm that only hires people who think the same way limits its ability to innovate and solve problems effectively. In legal services, where creativity and adaptability are key, lacking diverse perspectives can leave firms vulnerable to blind spots. This is especially relevant in today’s fast-paced, ever-changing regulatory environment. A homogenous team may struggle to keep up with the nuanced needs of an increasingly diverse set of clients, risking not only poor legal outcomes but also client dissatisfaction.
The reputational risk for firms that fail to embrace diversity is also worth noting. Clients who care about diversity, whether for ethical, social, or personal reasons—are unlikely to trust firms that don’t prioritise it. They may feel uncomfortable, undervalued, or even alienated, and this can quickly translate into lost business. Building strong client relationships isn’t just about getting the law right; it’s about demonstrating that you understand and respect the values that your clients hold dear.
The neutral 60%
The 60% of survey respondents who were neutral on the topic of diversity present both a challenge and an opportunity for law firms. Neutrality suggests that many clients are still unaware of the importance of diversity and inclusion in their legal service providers. For firms, this is an opportunity to educate and lead. By showing clients how diversity enhances not just the firm’s culture but the quality of its legal advice, firms can shift the needle from indifference to active support.
This might be a harder sell for some clients who still view the law as a ‘technical’ profession, where expertise and experience are paramount. However, it’s vital for firms to make the case that diversity isn’t just a “nice-to-have” or a matter of social justice; it’s a business advantage. By showcasing case studies, success stories, and the tangible benefits of diverse teams—such as better problem-solving, more creative solutions, and stronger client relationships—firms can help clients see the direct link between D&I and better outcomes.
D&I as a differentiator
Talent retention and recruitment are among the most compelling reasons to prioritise diversity and inclusion. Like many others, the legal sector is facing a significant talent crunch. Top candidates, especially younger generations, increasingly prioritise diversity and inclusion when considering potential employers. If law firms fail to embrace D&I, they risk losing out on the very talent that will drive the industry forward.
Firms that foster a diverse, inclusive environment not only benefit from the wide range of perspectives but also build a culture that attracts top talent. A lack of diversity, on the other hand, can lead to poor employee morale, high turnover, and an inability to build high-performing teams. Firms that get diversity right are those that will thrive in the long term, both in terms of client satisfaction and employee retention.
The What Clients Want 2024 survey from the Law Firm Marketing Club illustrates that while clients are divided on the issue of diversity, one thing is clear: for law firms, embracing diversity and inclusion is no longer optional. The 13% who say diversity doesn’t matter are missing the bigger picture. In today’s legal environment, diversity is not just about ticking boxes, it’s a strategic advantage.
In short, diversity and inclusion are not just a matter of fairness; they are crucial for business success today. Law firms that fail to recognise this risk becoming irrelevant in an increasingly diverse and interconnected world.
If you want the full copy of this year’s What Clients Want summary report, to purchase the full version, or join the Law Firm Marketing Club, please email Sophia Stancer who manages the community.
