International Coach Federation Unveils New Industry Research
ICF shares consumer awareness findings, publishes executive summary, during Washington, D.C., event.
Lexington, Kentucky, USA—The International Coach Federation (ICF) released findings from the 2017 ICF Global Consumer Awareness Study during an August 25, 2017, presentation at ICF Converge in Washington, D.C., USA. A follow-up to the organization’s 2010 and 2014 consumer research studies, the 2017 project tapped into the minds and motivations of adult consumers around the world to ascertain public awareness of professional coaching and to help coaches better understand consumers and market their services accordingly.
“It is exciting to see awareness of professional coaching growing around the globe. Being able to observe these trends from the perspective of geography and demographics is invaluable. The data from the 2017 ICF Global Consumer Awareness Study will inform ICF’s outreach to different market segments and allow coach practitioners to market themselves more effectively,” ICF Global CEO/Executive Director Magdalena Mook said.
The study was undertaken by PwC Research. The 2017 Global Consumer Awareness Study is ICF’s largest consumer study yet. Available in 16 languages, the survey yielded 27,134 responses from across the 30 countries with the highest populations of ICF Members. Previously, the minimum age for survey respondents was 25; the minimum age for this survey was lowered to 18 to enable increased participation from Millennial and Generation Z respondents.
Sixteen of the 30 countries included in the study were part of the 2010, 2014 and 2017 studies. A further eight were part of both the 2014 and 2017 studies. Data collection took place online from February 16–April 25, 2017.
Globally, 66 percent of respondents indicated that they were somewhat or very aware of the field of professional Business and/or Life Coaching. Thirty-one percent of respondents indicated that they’d participated in a professional coaching relationship, and 88 percent of consumers who’d been coached reported satisfaction with the experience. Reported satisfaction with coaching was higher among individuals whose coach held a credential from a professional coaching organization than those whose coach did not.
Millennials were the generation most likely to be aware of coaching; they were also the generation most likely to perceive possession of a coaching credential as important or very important.
The executive summary of the study is available at https://coachfederation.org/research/consumer-awareness-study. It is free for ICF Members and $15 USD for non-members.
The International Coach Federation (ICF) is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches across a variety of coaching disciplines. ICF is active in representing all facets of the coaching industry, including Executive, Life Vision and Enhancement, Leadership, Relationship, and Career Coaching. Its 26,000-plus members located in more than 135 countries work toward the common goal of enhancing awareness of coaching, upholding the integrity of the profession, and continually educating themselves with the newest research and practices.
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Abby Tripp Heverin