The Generational Shift in Law Firm Marketing and Communications

Get ready Baby Boomers! Law firms all over the world are starting to experience a major shift in client and partner demographics. The Millennials are here, and they are distinctively different from the older Generation X and Baby Boomers when it comes to their values and communication preferences.

Millennials will make up about 50 percent of the workforce by 2020, and that figure is expected to rise to 75 percent by 2025. The influence of this massive demographic shift will have an undeniable impact on Law Firm Marketing and communications. Firms that fail to recognize the coming changes and make the necessary adaptations will likely find themselves struggling to stay afloat in the near future.

Understanding the key differences between Baby Boomers, Generation Xers, and Millennials

1. Baby Boomers

The term “Baby Boomers” refers to people born from 1946 to 1964. These are people who spent their formative years dealing with social unrest, the Vietnam War, and the 1949 recession. Back then, a television was the coolest tech people could get their hands on.

Boomers tend to have a strong work ethic coupled with an optimistic approach to life. They tend to be sticklers for formalities and are very respectful towards authority figures. Boomers are strong believers in individuality. Most prefer working alone or one-on-one instead of a group setting.

When it comes to connecting with others, Boomers prefer doing things the old-school way. Face-to-face conversation is their preferred method of communication, but they are just as comfortable talking over the phone. Most have grudgingly adapted to newer ways to connect like emails and social media, but their preference for older ways of communicating remains intact.

2. Generation Xers

The term Generation X refers to people who were born from 1965 to 1980. These people are between the ages of 37-51 today, and they have witnessed rapid technological breakthroughs. Like the Baby Boomers, Xers tend to respect authority figures, and they do not mind being told what to do. A member of this generation is more likely to look for new opportunities rather than having a showdown with those in management.

Generation Xers lean towards efficiency when it comes to connecting with others. They are familiar with social media, emails, text messages, and the multitude of communication apps that are currently available. They are not stickers for formalities like Baby Boomers are, but they do appreciate it to an extent. Generation Xers tend to prefer emails, Skype, and Facetime for communications. They have not fully hopped on the social media train, but they would rather skip having to waste time driving to an appointment if five minutes of Facetime can get the job done.

3. Millennials

The term Millennials refers to people born from 1981-1997. It’s a generation that has been bombarded with information right from their infancy. It’s the generation of dot-com startups, smartphones, video games, diversity, and social media.

Millennials tend to be extremely comfortable with technology, and they have no problem throwing out outdated tech. While Millennials have an unfounded reputation as a bunch of loafers who live with their parent’s until their thirties, their attitudes are actually pragmatic. Millennials tend to only patronize companies that share their values.

Group settings and collaboration is a norm for millennials. This generation recognizes authority figures in professional settings, but they are not intimidated or fearful of them. Millennials typically don’t have a problem questioning those ahead of them in the hierarchy at work or anywhere else, but that should not be mistaken for defiance or arrogance. These people simply believe questioning things and working together gets the best results.

Millennials have a strong preference for newer forms of communication like text messages, social media, and emails. They tend to view face-to-face conversations and phone calls as inefficient – and often unnecessary – ways to connect that are best reserved for emergencies and urgent matters.

How The Shift Affects Law Firm Marketing

The current demographic shift in the workforce will have a negative impact on law firms that fail to adapt, but it also represents new opportunities for those who understand the changes that are coming and capitalize on it.

The winners will be the law firms that understand the key differences between the different generations. The one-size-fits-all approach to Law Firm Marketing simply will not cut it anymore. For example, Boomers tend to feel neglected when professionals they hire only communicate with them via emails. Send a Boomer a text update, and that might be the end of the business relationship.

Conversely, Millennials tend to find unnecessary phone calls and meetings annoying. These people would rather get their updates via text messages, social media, or emails.

It’s more important than ever to understand the differences between these types of clients – especially when it comes to marketing:

  • Targeted audiences have to be clearly defined for social media and PPC campaigns – Each generation should have its own unique personas developed
  • Lawyers have to be familiar with all forms of modern communications
  • Extra effort needs to be put into understanding each client and customizing that person’s experience with the firm
  • Traditional methods of advertising like radio, print, and television are no longer sufficient
  • Firms need to market their internal culture to attract millennials

Call Today To Speak With A Law Firm Marketing Agency Expert From Gorilla Webtactics

At Gorilla Webtactics, our Law Firm Marketing experts understand the demographic changes that are taking place, and we have lots of experience reaching a wider audience using traditional and newer marketing methods like Search Engine Optimization (SEO), social media, and emails.

Some of our clients have witnessed up to 100 percent growth within 18 months using our marketing strategies. Call us today at 612-470-9877 and we will help you grow better.