ICF + PwC Partnership
Understanding consumer insights is crucial for every coach striving to stay ahead. That’s why ICF has teamed up with PricewaterhouseCoopers (PwC) to create and update the ICF Global Consumer Awareness Study. This collaboration isn’t just a routine partnership — it’s a strategic alliance designed to ensure that the research is both comprehensive and unbiased.
Here’s how it works: ICF commissions the research, while PwC, with its well-known reputation in global research and data analysis, conducts it. This separation of roles guarantees that the data remains impartial and of the highest quality. Plus, PwC’s expertise brings a rigorous approach to the study, ensuring that the findings are credible and actionable.
Moreover, PwC’s global reach aligns with ICF’s international scope. This partnership enables the collection and analysis of data from diverse regions, providing a well-rounded view of the global coaching landscape. The result? Insights that are not only relevant but also reflective of the varied coaching experiences worldwide.
By leveraging this collaboration, ICF and PwC deliver valuable consumer research that empowers coaches with the knowledge they need to navigate and thrive in the ever-evolving coaching industry.
Coaching Awareness Is on the Rise
As the awareness of professional coaching continues to grow globally, the 2022 ICF Global Consumer Awareness Study — our latest and largest consumer study yet — provides insights into consumers’ perceptions and motivations.
The study examines adult consumers around the world to ascertain not only awareness, but also understanding of professional coaching. It also provides geographical and demographic breakdowns that you can use to better understand consumers and market your coaching services accordingly.
Key Findings
The 2022 study discovered new growth in generational awareness of coaching, along with increases in coaching participation in emerging regions. Highlights include:
- 73% of respondents expressed awareness of the coaching profession, up 7% from 2017.
- Millennials are the generation most likely to be aware of coaching (81%) and most likely to have participated in a coaching relationship (47%).
- When looking at labor market positions, awareness of coaching is highest among respondents who are currently employed and lowest among respondents who aren’t active in the labor market, like students, retirees, and stay-at-home parents.
- 65% of those who had previously participated in a coaching relationship said their coach held a certification or credential from a membership organization.
For more insights, including satisfaction and referral factors, add the 2022 report to your shopping cart.
ICF Member Price: FREE
Non-Member Price: $30 USD
Please Note: Once you have completed the Shopping Cart transaction found by clicking the button below, you can access the report by clicking the “Download” button to the left of the report title. You may also access it anytime via the My Downloads page.
Request a Slide Deck
To request a slide deck with data from one of the 30 countries included in the 2022 ICF Global Consumer Awareness Study, please complete this form. You should receive an email with the link to view and download the slide deck directly after submission.
Research Methodology
The ICF Global Consumer Awareness Study has undergone significant evolution since its inception, expanding its reach and inclusivity to provide a richer understanding of coaching consumers worldwide.
When the study first launched in 2010, it focused on the top 20 countries and territories where ICF had the highest number of members at the time. The 2010 study incorporated 15,000 responses, with 750 participants from each country or territory. However, the study’s scope was limited to individuals aged 25 and older.
Incremental changes to geographies and sample size changed over time, and in 2017, the minimum age of respondents was dropped to 18.
By 2022, we broadened our geographic coverage to include the top 30 countries and territories of ICF membership. For each participating region, we aimed for a sample size of 1,000 responses.
To ensure a robust and representative sample, we also utilized a consumer panel methodology to capture a diverse representative cross-section of population. As a result, the 2022 ICF Global Consumer Awareness Study stands as one of the largest and most comprehensive data-gathering exercises in the coaching profession, incorporating 30,727 responses from across 30 countries.
How To Use the Study
Dive into the 2022 ICF Global Consumer Awareness Study to discover how you can elevate your coaching game and drive your success. Here’s a few examples of how you can make the most of these insights:
Spot Trends and Stay Ahead
By digging into the latest consumer preferences and coaching needs, you can uncover ways to refine your services, earn relevant certifications, and address the top issues your clients are talking about.
Discover Growth Areas
Find out which regions and demographics are lighting up with interest in coaching. This is your opportunity to target new markets and expand your reach. Whether it's a new city or a fresh audience, the data helps you spot where to focus your energy for maximum impact.
Make Better Connections
Why do consumers participate in coaching? What makes for a satisfying engagement? Understanding what clients truly value allows you to sharpen your communication strategies and make your services more compelling.
Past ICF Global Consumer Awareness Studies
If you are interested in seeing how consumer awareness and preferences have changed over time, check out past reports of the ICF Global Consumer Awareness Study.
2017 ICF Global Consumer Awareness Study
Global and generational awareness is having an impact on the coaching profession. The 2017 report looks at awareness differences varied across age groups and how motivations for consumers differed between markets.
ICF Member Price: FREE
Non-Member Price: $15 USD
2014 ICF Global Consumer Awareness Study
The 2014 ICF Consumer Awareness Study provides insight into clients’ reasons for engaging in a coaching partnership, the perceived value of certification and credentials for coaches, and overall client satisfaction with and feelings about the coaching experience. The executive summary is available.
ICF Member Price: FREE
Non-Member Price: $15 USD
2010 ICF Global Consumer Awareness Study
Our 2010 ICF Global Consumer Awareness Study presents a picture of global consumer awareness of coaching.
ICF Member Price: FREE
Non-Member Price: FREE
Featured Course
For a complete overview of the 2022 ICF Global Consumer Awareness Study, watch our webinar recording to understand the meaning behind the data. Join ICF Assistant Director of Market Research Sandy Stansfield and Coach Linda McLoughlin, MCC, as they explore the results of the 2022 study in this informative webinar.
