Not only are lawyers typically reluctant to market their practices, now we learn that many associates aren't even interested in becoming a partner or staying in the profession. It's impossible to market a service that you don't want to perform.
69% of associates don't see themselves making partner, according to the August 2006 issue of American Lawyer. Even worse, about 55% aren't sure they'll stay in law practice. No wonder these young lawyers aren't interested in marketing.
That's because Generation X, associates aged 27 to 41, are loners who question authority, can be cynical, pessimistic, think in short time horizons and have a "prove it to me" attitude, according to author and consultant Cam Marston, of Marston Communications in Charlotte, N.C.
Add Generation Y to the mix, aged 26 or younger, who are "adultolescent" individuals who have never known hardship, yet stressed, at a young age, and may have huge goals but are clueless on execution.
They don't want to be like the people who are in charge of the firm, the Baby Boomers who have a strong work ethic, are competitive, optimistic and show success visibly with trophies and plaques.
Baby Boomers are "frustrated by the younger generation's seeming reluctance to step up to the plate and take on the same responsibilities that Boomers themselves eagerly took on at their age," Marston said. And this includes marketing.