All indications point to 2025 being unpredictable. As preparation can be the best defense against stressors, including marketing and awards planning, we have these suggestions for this year’s awards strategy to stay on top of the trends and changes.

1.) The possibility of diversity, equity and inclusion (DEI) to appear in a different way.

While DEI may be facing increased scrutiny, we believe these recognitions will continue to thrive and evolve. However, keywords and the parameters of submissions may shift. For example, where an outlet may have had a specific category honor called “Diversity, Equity and Inclusion Champion of the Year,” we may see shifts to something like “Social Ally of the Year,” with the overall focus being the inclusion component of historical DEI efforts. Be sure to limit the use of buzzwords and focus on specific outcomes.

2.) Increased importance of specialized and industry recognitions.

While Chambers and Partners, The Legal 500, Best Lawyers(R), Super Lawyers, etc., remain significant, we expect industry-specific and legal / business hybrid programs to rise in position. The benefit is apparent: Potential clients are almost guaranteed to see the recognition. The outlet’s insider nature and its industry credibility lend even more weight to the recognition.

3.) Continued avenues for small teams to receive recognition.

Of the major awards programs with U.S. publications, Chambers and Legal 500 both announced location-specific expansions last year with additional rollouts to continue in 2025. We expect more to come after this initial wave. In both cases, the focus is on regional and local firms providing excellent legal services despite being smaller than Am Law 100 firms.

Another tactic of awards programs has been to further streamline submissions. Digital toolkits sometimes have a cost, but in many cases, they are available for free and can be utilized to save you and your team time. They also can help level the field between firms with large marketing teams and more bandwidth and those of smaller size and more limited resources.

4.) Credibility in a distorted landscape.

Awards raise profiles and can lend credibility, but only if they themselves are credible. As copycats and AI proliferation march on, be sure to utilize critical thinking and research reputations of awards programs before committing time to submissions. Remember: If the methodology is vague or hidden, the benefits are likely also vague and nonapparent.

Poston Content is a team of experienced writers and researchers with many years of awards experience who can aid in researching awards programs’ validity and planning awards strategies, artfully crafting your submissions, sharing suggestions to tailor and retool submissions for other purposes and more.