Global study demonstrates sharp contrast between ages of consumers utilizing professional coaching services.
LEXINGTON, Ky., May 22, 2014 /PRNewswire/ — Industry research recently released by the International Coach Federation (ICF) shows strong links between the age of a consumer and his or her awareness of and experiences with professional coaching.
Commissioned by the ICF and conducted by the International Survey Unit of PricewaterhouseCoopers LLP, the 2014 ICF Global Consumer Awareness Study tapped directly into the minds and motivations of consumers around the globe to ascertain awareness of the coaching profession and of ICF and to gain insight from those who are aware of the coaching profession and/or the ICF and those who are not. Available in 16 languages, the survey forming the basis of the study was administered to 18,810 individuals representing the 25 countries with the highest populations of ICF Members. Seventeen countries included in the 2014 study were also part of ICF's benchmarking 2010 research, which focused on only 20 countries.
The minimum age for consumers participating in the survey was 25 years of age; there was no upper limit set for age.
"Professional coaches serve diverse clients of all ages. However, this new research provides some crucial insights into how the demographics of coaching clients change over time," said ICF Executive Director and CEO Magdalena Mook. "Coaching, once perceived as a luxury available only to senior executives, is increasingly appealing to younger generations. This is a welcome trend as younger adults realize and acknowledge the benefits of professional coaching."
The study revealed significant contrasts in awareness of professional coaching by age group. Among respondents aged 25 – 34, 67 percent said they were "somewhat" or "very" aware of coaching. By contrast, among consumers aged 55-plus, only 48 percent expressed some level of awareness.
Age and receipt of coaching were inversely related. Among respondents who said they were aware of coaching, 35 percent of respondents aged 25 – 34 said they had previously participated in a coaching relationship, while only 23 percent of those ages 55 and higher who were aware of coaching said they had received coaching.
Similarly, among respondents who had not participated in a coaching relationship, as age increased, their stated likelihood of participating in a coaching relationship decreased, with 44 percent of respondents aged 25 – 34 saying they'd consider coaching, and only 21 percent of respondents aged 55 and higher responding in kind.
Further information about the 2014 Global Consumer Awareness Study, including data tables and a link to purchase the executive summary, can be found at Coachfederation.org/consumerstudy2014. (The executive summary is free to ICF Global Members and $15 USD for non-members.)
The International Coach Federation is the leading global organization for coaches, with more than 25,000 members and 12,000 credentialed coaches in more than 100 countries worldwide. ICF is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. For more information, please visit our website at www.coachfederation.org.
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