PEOPLE AND PURPOSE

Shape How Morecrofts Writes And Follows Business Strategy

In a profession often characterised by tradition and rigidity, Morecrofts Solicitors is quietly redefining what leadership looks like, placing people and purpose at the core of its business strategy. From trailblazing flexible work policies to championing community inclusion, the firm is redefining what success looks like in today’s modern professional world.

This isn’t just about flexible working policies or community engagement; it’s a valuesdriven model that challenges industry norms. Managing Partner Alison Lobb puts it simply: “Our people-first approach begins with a flexible working model that adapts to the individual, not the other way around.” That approach shows up in tangible ways. Staff are trusted to shape their schedules -compressed weeks, weekend hours, caregiving breaks - without compromising performance. It’s a strategy built on trust, measured by outcomes, not hours.

The result? Exceptional retention, around one-third of staff have been with the firm for more than a decade, and many have surpassed 20 years of service.

Diversity and inclusion are not buzzwords at Morecrofts, they are structural foundations. The firm boasts a zero gender pay gap and counts women among two-thirds of its equity partners. It actively supports working mothers and offers clear pathways from entry-level roles to senior leadership, as evidenced by two recently promoted salaried partners working part-time. Age is also no barrier; several employees thrive well past standard retirement age - recently Peter Pownall was promoted to partner at 71. Inclusion is embedded on the firm’s culture.

Morecrofts also extends its purpose beyond the office. Staff volunteer with more than 30 community organisations, the firm runs free legal clinics and supports local events from Knowsley Pride to grassroots sports. Its Domestic Abuse Conference, now in its tenth year, continues to draw professionals nationwide to share best practices and strengthen the region’s multi-service offering in an era where firms compete on billing and prestige, Morecrofts is carving out a different legacy defined by opportunity, inclusion, and lasting impact. The firm recognises that in order to stand out in today’s world, culture isn’t a soft metric, it’s a strategic advantage.

Morecrofts

Managing

Partner Alison Lobb

Sutcliffe And The Importance Of Social Value

Embedding social value into business strategy has become an important endeavour for organisations aiming to generate sustainable growth and positive societal impact.

In recent years, businesses across various sectors have increasingly recognised the importance of integrating social value into their core operations and beliefs, aligning purpose with profitability, and contributing meaningfully to their local communities, be that in the Liverpool City Region or further afield.

Aligning purpose with profitability is another critical strategy employed by businesses seeking to embed social value.

Companies are redefining their missions to encompass broader social goals, aligning their business strategies with needs of the local community. For example, in April we hosted our annual charity ball for the third consecutive year. The annual event brought together professionals from the construction, healthcare, and wider business communities to support three NHS local charities making a significant impact in the Liverpool City Region.

Held in aid of Clatterbridge Cancer Charity, Liverpool Women’s Hospital Charity, and University Hospitals of Liverpool Charity, each organisation was chosen for its alignment with our longstanding support for the healthcare sector, as well as the many personal connections within the team.

We initially set a fundraising target of £75,000, with all proceeds directed towards supporting the vital work of local charities in delivering frontline care and advancing medical research across the Liverpool City Region. Thanks to the overwhelming generosity of guests, sponsors, and supporters, the total raised on the night far exceeded expectations, reaching an incredible £89,000.

Next year’s ball has just been announced and this will take place again at the Titanic Hotel’s Rum Warehouse on 24th April 2026 with the chosen charities yet to be confirmed. We always choose these with a highly personal connection to the Sutcliffe team.

There will be a few twists and turns to ensure the night is an even bigger success. If you want to be involved in what will be the #EventoftheYear as a corporate sponsor, prize donator, commercial participants, match funder or simply reserve a table please contact Sutcliffe #MorethanEngineers.

By embedding social value into our strategy and culture, we continue to create lasting impact, supporting vital causes, empowering communities, and proving that purposeful business not only drives growth but also strengthens the fabric of the regions we serve, creating sustainable development and enhancing quality of life for everyone.