Beyond the Buzzwords: Why Psychological Safety and DEI Still Matter in Legal Marketing

In April, I had the opportunity to attend the 2025 Legal Marketing Association Annual Conference—an energizing few days filled with conversation, innovation, and reflection.

While many sessions explored tools and trends, two stood out for a different reason: they focused not on platforms or metrics, but on people and the emotional infrastructure that makes great work possible.

I was left reminded of something that often gets buried beneath algorithms, AI tools, and the race for clicks: People, not platforms, are still at the heart of everything we do.

At a time when DEI conversations are quieting in some corners of the legal industry, these sessions offered the opposite—open, honest, and courageous dialogue about what it takes to create cultures where people feel seen, heard, and valued. From fostering psychological safety to embedding inclusion in our marketing and business development practices, they made one thing clear: culture isn’t a “nice-to-have,” it’s the foundation for everything we build.

Safe Zone: Psychological Safety in Law Firms

In a candid fireside chat, legal recruiter Nicky Acuna Ocana and consultant Denise Robinson unpacked the concept of psychological safety, defined as the absence of interpersonal fear. In simpler terms: it’s about whether people in your organization feel comfortable speaking up, sharing ideas, and admitting mistakes without fear of being blamed, humiliated, or punished.

In law firms, where hierarchy and perfectionism often reign, this kind of safety doesn’t emerge by accident; it must be actively and intentionally built.

They shared six strategies to help firms do just that:

1. Model Vulnerability at the Top

Leaders set the tone. When they share mistakes, ask for input, and lead with candour, they create space for others to do the same. It’s not about lowering the bar; it’s about making a safe place to learn and grow.

2. Actively Invite Input

Psychological safety isn’t built on compliments alone. Constructive feedback—both positive and corrective—should be part of daily operations. Multidirectional, ongoing feedback helps teams learn and evolve together.

3. Give Credit Where It’s Due

Celebrating contributions, giving credit where it’s due, and ensuring all voices are heard (not just the loudest) fosters a culture of inclusion. Everyone deserves to be recognized for the value they bring.

4. Lead with Listening

The speakers shared a simple but powerful reminder: “You have two ears and one mouth—use them proportionately.” The most inclusive leaders spend more time listening than talking. Active listening leads to stronger ideas and better outcomes, especially in teams where collaboration is key. It builds empathy and uncovers what people may not say out loud.

5. Respond to Mistakes with Curiosity, Not Blame

Mistakes are inevitable. How we respond—with defensiveness or with curiosity—determines whether people feel safe enough to admit missteps and learn from them. Creating a culture where mistakes lead to learning (not shame) encourages experimentation and progress.

6. Proactively Check In

Ask how people are doing. Not just in annual reviews or crisis moments, but as an ongoing practice. Leaders must also understand that not everyone will raise their hand. Ongoing check-ins demonstrate that care isn't conditional, especially with those who may feel marginalized or hesitant to speak up.

Psychological safety is not only essential for individual well-being, but for business success. When people feel safe, they collaborate better, innovate more, and lead with confidence.

Fishbowl Exchange: DEI and the Role of Marketing & BD Professionals

Another session I attended took a collaborative, open-floor approach to explore how DEI can be embedded across law firm departments. Facilitated by consultant Denise Robinson, speakers Chad Cole (Social Impact & Sustainability Manager, Jackson Walker LLP) and Lia Dorsey (Chief Diversity, Equity and Inclusion Officer, Ogletree Deakins) considered what role marketing, business development, and communications teams can (and should) play in that work.

The message was clear: DEI cannot live in a silo. It isn’t a standalone campaign or HR initiative. It’s a shared responsibility. For diversity, equity, and inclusion to be meaningful, it must be reflected across operations, leadership, hiring, internal comms, external branding, client service, and yes, marketing.

Marketing sits at a unique intersection between internal culture and external perception. That means we can’t just reflect diversity in client alerts or career pages, we must demonstrate it through the narratives we shape, the digital experiences we create, and the values we communicate.

Key takeaways from the session included:

• You can’t outsource inclusion. Firm values must be lived internally, not just messaged externally, and must align with firm behaviour.
• Diversity is multi-dimensional. While an intermixture of race and gender are important, diversity of thought, communication style, socioeconomic background, and lived experience all contribute to stronger, more innovative teams. Recognizing and adapting to different ways of working is part of true inclusion.
• DEI is everyone’s job. One of the most common misconceptions is that only those from marginalized groups should lead DEI efforts. Real progress requires shared accountability, allyship, responsibility, and leadership buy-in.

Participants also shared creative tactics from their firms, including:

• Internal DEI newsletters that educate on cultural holidays, historical moments, and inclusion best practices.
• “Coffee with the Chief” sessions — casual check-ins with firm leaders to build relationships and open communication channels.
• Retreats and listening circles to create space for storytelling and community-building.
• DISC (Dominance, Influence, Steadiness, and Conscientiousness) communication assessments to help team members better understand each other’s working styles, especially when fostering inclusion within hybrid or cross-functional teams.

At a time when some firms are quietly retreating from public DEI commitments, this session was full of professionals doing the opposite—showing up, sharing ideas, and holding space.

Why It Matters for Legal Marketing

At Cubicle Fugitive, we help firms shape tell their narratives through websites, pitch decks, social content, advertising campaigns, and brand positioning. But storytelling doesn’t start with the homepage. It starts with culture.

When we write bios or diversity pages, craft firm content, or design inclusive UX experiences, we’re not just reflecting what a firm wants to say — we’re translating who they are, what they commit to, and who they aspire to become.

Clients, recruits, and even current employees are now looking beyond the surface. A well-written diversity, equity, and inclusion page means little if it’s not backed by real action. On the other hand, a firm doing great internal work may be missing opportunities to attract like-minded clients and talent simply because it hasn’t found the right words or platforms to share its story.

That’s where we come in. We help firms bridge the gap between intention and perception by building brand narratives that reflect fundamental values and people.

Culture Is the Story

There’s no denying that DEI efforts are facing a different kind of pressure in 2025 and many firms are unsure of how, or whether, to speak up. What these sessions reinforced is that inclusion doesn’t have to be loud to be powerful. But it does need to be consistent, courageous, and real.

Marketing doesn’t sit outside these conversations. We’re part of them. We amplify them. And in many cases, we help lead them. The firms that continue to invest thoughtfully, authentically, and transparently are the ones that will build trust and stand out. Clients are watching, so are future recruits.

If your law firm is thinking about how to better communicate its culture, align internal values with external messaging, or simply show up more authentically, we’d be happy to help you find the words and the strategy to do just that. Contact us to learn more about how we can help your firm embrace and communicate a more inclusive work environment.