A global study by the International Coaching Federation
Awareness of professional coaching has continued to trend upward for the past 10 years : in the responses of those aged 25 and older from the 16 countries and territories that have been represented in all four ICF survey, the proportion with awareness of coaching (i.e., very or somewhat aware) has increased from 51% in 2010 to 70% in 2021.
Awareness levels vary sharply by labor market position, being highest among respondents who are currently employed and lowest among respondents who aren’t active in the labor market (students, retirees and stay-at-home parents). Awareness of coaching varies strongly across generations, from 81% of Millennials to 51% in the Greatest Generation, showing that coaching has become a "given" for younger generations when it was more of an option for the older ones.
A little over one in three respondents (35%) said they had previously participated in a coaching relationship. A large majority of respondents who have participated in coaching or who would consider participating agreed that it is important or very important that the coach holds a certificate/credential.
Discover the 2022 ICF Global Consumer Awareness Study Final Report here.
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