ICF Global Consumer Awareness Study

How aware of professional coaching is the general public? What do people think of coaching? The ICF Global Consumer Awareness Study tapped into the minds of 15,000 individuals representing 20 countries. In addition to benchmarking consumer awareness, the survey asked respondents key questions regarding reasons for why they participated in a coaching partnership, their perceived importance of certification and credentials for coaches, and overall satisfaction with and feelings about their coaching experience. Visit this page often as study findings are added to the page. Additional research is available in the ICF Research Portal here.

What can you learn from this research?  

Study Background:
This robust research was conducted independently by the International Survey Unit of PwC.

Respondents in 20 countries located throughout Africa, Asia, Europe, North America and South America were asked to provide feedback using online panels which were validated to be nationally representative for those aged 25 and up.

Coaching Clients

Interested in working with a coach? Many people are upon learning about the return on investment that coaching can offer.

What are people addressing with coaching? According to the Global Consumer Awareness Study, more than two-fifths (42.6 percent) of respondents who had experienced coaching chose "optimize individual and/or team performance" as their motivation for being coached. This reason ranked highest followed by "expand professional career opportunities" at 38.8 percent and "improve business management strategies" at 36.1 percent. Other more personal motivations like "increase self-esteem/self-confidence" and "manage work/life balance" rated fourth and fifth to round out the top five motivation areas.  

Ready to find a coach? Get started now!

Other Resources:

• ICF Research Portal—Need more information on coaching's return on investment? Review case studies, research reports and more in the ICF Research Portal.
• Tips for Selecting a Coach—Learn what questions to ask when interviewing a coach.
• ICF Coach Referral Service (CRS)—Access ICF's database of ICF Credentialed coaches. Potential clients can connect with coaches through the system anonymously.
  
  

Good news! Overall, 51 percent of the ICF Global Consumer Awareness Study's 15,000 participants reported they were "somewhat to very aware" of professional coaching.

Of the 48 percent of respondents who were unaware of coaching, one-third indicated they would consider participating in a coaching relationship in the future.

Start sharing the news! Download press releases focusing on study findings below and access the executive summary, country data tables, and presentations on the study here (login required). Check this page often as more information from the study is uploaded.

Media (all items are  unless otherwise noted) 

• Download ICF research study benchmarks global awareness of coaching profession 
• Download New national data shows importance of coaching credentials/satisfaction
• Download New national data shows coaching awareness levels by country
• Download Achieve your life and career goals in 2011 with a professional coach  
• Download Younger people are accessing coaching to expand career opportunities, reports new ICF study 
• Download Consumers consider coach certifications/credentials very important, according to new ICF study
• Download Professional coaching continues to satisfy consumers  
• Download Coaching helps organizations achieve business results during economic downturn 
• Download New ICF study benchmarks awareness of coaching profession globally
• Download 2009 ICF Annual Report

ICF Background Information:

• ICF was founded in 1995.
• ICF's core purpose is to advance the art, science and practice of professional coaching.
• The ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.
• Current membership is over 20,000 members in 100-plus countries.
• Over 8,000 coaches currently hold an ICF Credential.
• The ICF Global Consumer Awareness Study complements ICF's previous industry research efforts, including the ICF Global Coaching Study (2007), which established a baseline overview of the profession from the perspective of practicing coaches, and the ICF Global Coaching Client Study (2009), which studied coaching clients throughout 64 countries.

ICF Headquarters Contact Information
Please direct media inquiries to icfpr@coachfederation.org.
Phone: +1.888.423.3131 (toll free) or +1.859.219.3580
Please note office hours are 8 a.m. to 5 p.m. (US Eastern/New York) Monday through Friday.