A brand new report from strategic comms agency Greentarget and consulting agency Zeughauser Group finds that C-suite executives and in-house counsel are asking for extra variety, fairness and inclusion-related content material from their regulation corporations {and professional} providers suppliers than ever earlier than—however say these corporations have work forward with regards to advancing their very own DEI objectives.
The brand new 2022 State of DEI Content material Report is an extension of the corporations’ 2022 State of Digital & Content material Advertising and marketing Survey, the tenth iteration of analysis into what makes efficient content material stand out for the shoppers {of professional} providers corporations—and their first to gauge these info consumption behaviors and preferences since 2019.
Since then, a widespread racial reckoning and a heightened deal with environmental, social, and governance (ESG) elements have made DEI a key emphasis for shoppers {of professional} providers corporations. Legislation agency CMOs reported that DEI content material had the very best demand from shoppers over the previous yr, forward of cybersecurity and information privateness.
“Like different companies, shoppers {of professional} providers corporations are beneath important strain to recruit and retain numerous expertise, talk authentically about social points, and adjust to new DEI-related legal guidelines and disclosure necessities,” mentioned John Corey, Greentarget’s president and founding accomplice, in a information launch. “To ship the content material choice makers want, corporations should perceive the forms of steerage shoppers need most—and bolster their very own DEI efforts to make sure this content material is genuine and credible.”
The analysis examines the priorities and content material wants on this space amongst 200 in-house counsel and C-suite members, two teams that exert sturdy affect over hiring of regulation corporations and consulting, accounting and different skilled providers corporations.
The researchers additionally requested choice makers to evaluate their regulation and advisory corporations’ progress on this space. As in previous iterations, this yr’s report compares shoppers’ views with these of chief advertising and marketing officers {of professional} providers suppliers, to determine white area between what content material these choice makers crave, and the extent to which their outdoors advisors are satisfying these wants.
Among the report’s key findings embrace:
Extra (and wide-ranging) DEI content material wished
Determination-makers need extra content material on DEI points—however they strategy it from completely different vantage factors. C-suite members are on the lookout for strategic, big-picture route whereas in-house counsel need extra detailed, tactical recommendation.
Room for content material enchancment
On a scale of 0 to 10—with 0 equating to “very poor” and 10 to “glorious”—C-suite members rated DEI content material from regulation corporations {and professional} providers suppliers 7.2, whereas in-house counsel rated regulation agency content material 6.5. This would possibly stem partly from the truth that suppliers are extra targeted on producing content material associated to their personal DEI efforts slightly than DEI steerage extra usually.
Corporations making DEI strides, however extra work stay
Whereas C-suites and in-house counsel say skilled providers suppliers have made strides on DEI, extra progress is required. In-house counsel charge the efficiency of regulation corporations they work with as mediocre, with C-suite members giving their providers suppliers higher marks.
Shortage of numerous expertise a problem
Determination-makers and corporations each cite a shortage of numerous expertise as a key hurdle in advancing DEI objectives. Shoppers and chief variety and inclusion officers say corporations have to broaden recruitment efforts past the standard authorized expertise swimming pools—i.e., top-tier regulation faculty graduates with prestigious clerkships—and place equal deal with retention.
Entrepreneurs have a vital function to play
Authorized entrepreneurs see a number of steps they will absorb advancing DEI at their very own organizations, together with assembling numerous pitch groups, offering enterprise improvement teaching, and producing and disseminating inner and exterior DEI communications.
“Shoppers want recommendation on complying with the regulation in DEI-related areas, comparable to discrimination, in addition to counsel on how you can cope with elevated scrutiny concerning commitments to DEI and broader ESG points, together with reputational threat,” mentioned Mary Ok Younger, a accomplice with Zeughauser Group, in then launch. “As such, we’re excited to carry these findings on DEI content material to gentle and facilitate a considerate dialog in regards to the want for insights on these pressing matters.”
