2019 Insights on the Evolution of Legal Marketing: Innovation, Collaboration and Millennials

Legal marketing is changing — there is no doubt about that. But where is this dynamic industry headed? A seasoned panel composed of local industry leaders recently shared their perspectives on what’s next for legal marketing in 2019 at a Legal Marketing Association luncheon on December 7 in Atlanta.

One of the biggest buzzwords flying around today is innovation. It is often used in the same breath with other catch phrases such as legal technology, business development and client service. But what exactly does it mean to be innovative?

A Change in Mindset

The panelists suggest innovation truly starts with doing something just a little bit differently than how it is currently being done. It doesn’t necessarily require an overhaul of all functions of the law firm or company culture. For example, one panelist shared that her firm simply has all senior employees – attorneys and staff – meet for a one-on-one lunch monthly. This small shift in mindset is not drastic, but it is a new approach for many law firms. For the panelist’s firm, the lunches serve as a great chance to get to know who you are working with and learn from one another.

Collaboration

The next biggest trend in legal marketing: collaboration. Panelists stressed the importance of teamwork and the positive impact it can have on a firm. Creating cross-functional teams composed of members from many areas of the firm can be a challenge initially, but it will make a noticeable impact on finding efficiencies in firm processes and reinforcing a firm culture that is built on working together to achieve results for clients.

Five Generations in the Workplace

Many of these changes in the industry appear to stem from the fact that there are as many as five generations in the workplace:

• Traditionalists — born before 1946
• Baby Boomers — born between 1946 and 1964
• Generation X — born between 1965 and 1976
• Generation Y, or Millennials — born between 1977 and 1997
• Generation Z — born after 1997

Each generation comes with its own needs and unique perspectives on how much or how little change is needed. Perhaps most notably, millennials have a reputation for embracing change in a fearless way, preferring to “move fast and break things,” and their effect on the legal industry is no exception. Panelists report that they have noticed that this generation tends to be the ones most interested in getting to know more about their colleagues outside of work, are most willing to update processes and are eager to engage in new technology. They are also making a push for more flexibility in the workplace.

All the panelists agreed that collaboration between millennials and seasoned attorneys or staff members has the potential to unlock innovative concepts within the legal industry.

Time will tell how the legal industry evolves in the year to come, but we can assure you that our Poston Communications team is watching closely.