What law firms can learn from big brands on DEI — and why reputation is at stake [Published in Reuters]
Despite recent political backlash against Diversity, Equity, and Inclusion (DEI) initiatives, companies that maintain their commitment to these kinds of programs are strengthening their reputations. A study published in Axios revealed that corporate trust and brand loyalty are particularly strong with organizations that actively work to build an inclusive workplace.
Furia Rubel CEO and general counsel Gina Rubel and strategic communications and PR consultant Elizabeth Ogilvie recently authored an article examining the implications of this study for law firms. Key points include:
- Authenticity over optics – “Law firms that genuinely integrate DEI into hiring, promotion, client teams, and leadership will differentiate themselves. By demonstrating authenticity and accountability, law firms will be perceived as trusted partners that align with clients who share these values.”
- Reputational and business value – “Law firms that treat DEI as an authentic core value and focus on skills over subjectivity throughout their hiring processes and human resources programs mitigate risk and gain a reputational advantage.”
- Consistency through turbulence – “Firms that stand firm on DEI amid political, social, or economic pushback may be better positioned for long-term success.”
- Leadership buy-in is critical – “DEI cannot sit siloed in HR or committee purgatory. It must be championed at the managing partner and executive committee levels.”
- Employee engagement drives reputation – “If associates, staff, and partners see and feel real progress toward diversity and inclusion, they’ll advocate for the firm.”
When a firm takes DEI seriously and demonstrates its values through action, clients and employees are more likely to believe in its brand. Evidence shows that inclusivity is a major determining factor in the success of a business.
Read What law firms can learn from big brands on DEI — and why reputation is at stake