The legal profession, like all industries, is experiencing a transformation. Beyond traditional metrics such as revenue and market share, law firms are increasingly measured by their alignment with a sense of higher purpose – their contribution to society, their treatment of employees, and their commitment to integrity. Success is no longer defined solely by financial performance; today’s stakeholders – clients, employees, and even regulators – demand accountability to values and principles.
For law firms, the emphasis on becoming purpose-led is no passing trend. Businesses driven by clearly articulated values outperform competitors in attracting clients, retaining talent, and carving out competitive advantages in crowded markets. In particular, firms that embrace corporate social responsibility, integrity, and meaningful work are well-positioned to appeal to the next generation of employees and clients alike.
This whitepaper will explore the importance of purpose in the legal profession, backed by research, real-world examples, and compelling evidence. It will provide actionable steps to help decision-makers align their firm’s business strategy with its core values, creating a culture that fosters trust, engagement, and lasting success.
The Growing Importance of Purpose-Driven Businesses
Attracting Millennials and Generation Z Talent
Millennials and Generation Z have become a pivotal force in reshaping organisational expectations. This workforce, which now comprises a large proportion of the global talent pool, holds businesses to increasingly high standards. Research by Deloitte’s Global Millennial Survey reveals that 44% of millennials choose employers whose values align with their own, and 56% would reject employers whose purpose-focused credentials are weak. For Generation Z, these figures are even higher.
In the legal sector, the implications are clear: purpose is a powerful differentiator. Young professionals entering the field increasingly seek more than competitive salaries and prestigious names; they want to work with firms that share their values around equity, sustainability, and making a positive societal impact. Firms that fail to offer meaningful careers face mounting challenges, not only in recruiting but also in retaining the best talent.
Client Perspectives: Corporate Social Responsibility as a Business Imperative
It is not only employees who prioritise purpose – corporate clients increasingly weigh it as part of their decision-making. As industries adopt ESG (Environmental, Social, and Governance) criteria, businesses want their legal advisors to reflect the same ethical approach. According to a PwC Global Survey, 76% of decision-makers at large organisations believe their law firms’ values and commitment to corporate social responsibility (CSR) are “very important” when selecting external counsel.
Clients are drawn to firms that uphold shared principles such as diversity and inclusion, environmental responsibility, and community engagement. Law firms that embody these values set themselves apart as trusted partners, driving loyalty and securing new business opportunities.
The Business Case for Purpose-Led Law Firms
Commercial Success and Competitive Differentiation
The idea that purpose and profitability are unrelated is an outdated one. Far from being a “soft” advantage, research increasingly shows that deeply embedded purpose fuels tangible business outcomes. Purpose-led firms are proven to display stronger revenue growth, client retention, and reputational resilience, even in challenging economic times.
A report by EY and the Harvard Business Review Analytic Services reveals that 58% of organisations that prioritise purpose experienced growth rates of over 10%, compared to only 42% of organisations where purpose was not prioritised. For law firms, this means that embedding purpose in operations is no longer optional – it is a hallmark of long-term resilience and client loyalty.
Examples of Success Across the Legal Sector
Purpose-led law firms are proving that profitability and values are deeply interlinked. Below are several examples where firms have redefined their “why” and reaped the benefits:
- Doing Well by Doing Good: A London-based commercial law firm recently sharpened its focus on environmental law, helping businesses navigate green regulations and design sustainable practices. By building a purpose-led specialism, it has experienced a 20% growth in client intake over three years.
- Prioritising Access to Justice: A Manchester-based firm launched a pro bono initiative aimed at expanding access to legal advice for underprivileged communities. This not only enhanced its reputation but also increased staff morale, with employees citing pride in their firm’s purpose as a leading motivator.
- Embedding Diversity into Practice: A corporate firm specialising in mergers and acquisitions revamped its recruitment strategies to prioritise diversity at all levels. Beyond fostering a more inclusive workplace, this initiative strengthened relationships with clients focused on their own ESG priorities.
These cases demonstrate that by redefining purpose, law firms can differentiate themselves in a crowded marketplace while creating deeper connections with clients and employees.
How Shared Values Strengthen Collaboration and Relationships
Values have the power to unify teams and strengthen internal collaboration, particularly in the legal sector, where partnership structures often mean that alignment is challenging. Purpose-led law firms unify leadership, employees, and clients alike by promoting shared objectives. Internally, this creates workplaces defined by trust, collaboration, and a shared sense of mission. Externally, shared values become a currency of trust with clients, forming the foundation for lasting relationships.
Law firms that invest in aligning values across every tier of their business experience stronger alignment in their decision-making, fewer conflicts, and more productive interactions between teams. Similarly, clients who see their values reflected in their legal partners are more likely to develop long-term partnerships, characterised by loyalty and mutual respect.
Conducting a Values Audit to Ensure Alignment
To embed purpose successfully, law firms must first evaluate whether their actions align with their stated values. A values audit is an essential early step in this process. Decisions around culture, governance, and client strategy should all reflect the organisation’s core beliefs.
Steps in Conducting a Values Audit
- Define and Articulate Core Values: Ensure the firm’s leadership team has clearly articulated a set of values. These should be specific, meaningful, and realistic, rather than vague platitudes.
- Assess Gaps: Compare the stated values to the firm’s day-to-day practices, behaviours, and policies. Are the hiring process, performance metrics, and client engagements consistent with these values?
- Engage Stakeholders: Survey employees at all levels to gauge their perceptions of the firm’s adherence to its core principles.
- Review Client Feedback: Solicit input from long-term and high-value clients to understand their alignment with the firm’s cultural and ethical practices.
A values audit often reveals areas where alignment is weak or inconsistent, providing opportunities for meaningful improvement.
Embedding Purpose into the Everyday Operations of Law Firms
Aligning a business with its values is more than a branding exercise – it requires the integration of purpose into everyday decision-making processes and operations. The following strategies ensure that values drive tangible outcomes:
Hiring for Purpose
Law firms should make values alignment a key criterion in recruitment processes. By hiring individuals who resonate with the firm’s purpose, organisations can build engaged and cohesive teams. This can include adding purpose-related questions to interviews or considering candidates’ records in relation to CSR or advocacy work.
Onboarding and Training
Firms must go beyond transactional onboarding tailored to understanding workflows. Purpose-led induction programmes should educate recruits not only about the firm’s policies but also its values. Regular training sessions further embed these ideals into organisational culture.
Operational Integration
Purpose cannot remain abstract; it must reflect in operations, from everyday team behaviour to client communication. Considerations include:
- Aligning performance metrics with broader principles, such as community engagement or sustainability contributions.
- Setting pro bono targets that reflect the firm’s commitment to justice.
- Ensuring accountability through annual values reports published internally and externally.
Purpose-Oriented Branding in Client Outreach
An increasingly competitive legal market demands businesses demonstrate what differentiates their offering. Modern clients expect firms to deliver beyond legal expertise – they want meaningful connections with organisations committed to societal progress. Effective purpose-oriented branding helps convey this message authentically.
Steps to Building Purposeful Branding
- Tell the Story: Share compelling narratives that showcase how the firm embodies its purpose, from tackling pressing societal issues to supporting underserved communities.
- Show Impact: Document and report on demonstrable outcomes, such as volunteer participation, diversity targets achieved, or environmental improvements.
- Engage Audiences: Use client-facing marketing channels to make purpose personal, such as blogs, thought leadership pieces, or social media content highlighting employees’ stories and initiatives.
Purpose-led branding not only attracts clients who share similar values but also provides avenues for deeper client engagement and trust.
A Call to Action: Accelerate Change with External Expertise
Achieving alignment between business and values can be a transformative but challenging journey. Engaging skilled facilitators with experience in change management, culture alignment, and CSR strategies can accelerate the process significantly. External consultants provide expertise in conducting values audits, designing implementation strategies, and fostering stakeholder alignment.
If your law firm is ready to prioritise purpose-driven growth, customised workshops, consultancy services, and strategic planning sessions with third-party experts can support a smooth transition.
