RebuttalPR Insights: Americans’ Views on the Civil Justice System
In the midst of increasing societal and cultural shifts in our country, Americans’ views on the civil justice system are rapidly changing. At the same time, how we consume news, form opinions about certain industries or groups, and make decisions is evolving as well. These developments ultimately lead to tremendous consequences for how attorneys represent clients, how juries respond to certain allegations and facts, and weigh heavily on the future of practicing law.
In 2022, RebuttalPR undertook the first-of-its-kind national opinion research to take the temperature of the environment in which we and our clients operate. In 2023, we did it again — gaining even better understanding, in definitive terms, how the general public (i.e. potential jurors) perceive the courts, how they seek out legal counsel, and what types of cases and fact patterns resonate most with them, particularly through the filter of mainstream media, social media, and their interpersonal networks.
From our 2023 poll findings, here are a few key takeaways:
A solid majority believe the civil justice system largely gets it right on assigning fault and awarding damages. The perception that people think juries are out of control may be an outdated one, as 60 percent of respondents believe the court system gets it right “over half the time” or better. That being said, as our research shows, the specifics of each case and layering of facts quickly move potential jurors in different directions.
There is an increase in anti-corporate views, including among Republicans. 76 percent of Americans believe that companies must look out for their customers’ safety even if it costs more, not just follow the bare minimum of the law. While plaintiffs attorneys can show how their clients are getting the short end of the stick, they must do so while taking responsibility for their own actions. The “personal responsibility” attack still remain a potent defense, according to our research.
Typical attorney advertising tactics no longer have the same impact. 83 percent of people who decide to file a lawsuit do not know which attorney they would call, an increase from 70 percent over last year’s findings. Additionally, ads and billboards are the least important factor when people decide on an attorney; referrals, personal research, and online review sites are the priority.
Broadcast TV is still king when it comes to how people get their news, but social media is just as important. For all the talk of the death of TV, the majority of people still rely on broadcast TV for their news, with social media coming in as the second most popular news source.
Trust is how you can succeed in the future. The main thread through our research is that Americans are looking for those they can trust. Our poll finds that building trust and obtaining validation – particularly through media and other external outreach – is the best way to gain credibility and serve those who are seeking justice and accountability
We hope you find this polling report as useful and informative as we have, and our team would welcome any feedback or further discussion on the ever-evolving perception of the civil justice system. Click here to view the full 2023 report findings, and the 2022 analysis can be found here.