ICF + PwC Partnership
Staying ahead and remaining competitive as a coach means knowing what coaching clients actually want — not guessing at it. That’s why ICF has teamed up with PricewaterhouseCoopers (PwC) on the ICF Global Consumer Awareness Study to ensure the research is both comprehensive and unbiased.
The division of labor is intentional: ICF commissions the research, while PwC, with its well-known reputation in global research and data analysis, conducts it. This separation of roles keeps the data 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.
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.
The payoff for you? Research you can actually act on, wherever you coach in the world.
Coaching Awareness Is
on the Rise
As the awareness of professional coaching continues to grow globally, the 2026 ICF Global Consumer Awareness Study — our latest and largest consumer study yet — provides insights into consumers’ perceptions and motivations.
The study examines adult consumers worldwide to ascertain not only awareness but also understanding of professional coaching. It also provides geographical and demographic breakdowns that help you better understand consumers and market your coaching services accordingly.
Key Findings
The 2026 study maps the full coaching consumer journey—from awareness to consideration to commitment—using a new Coaching Consumer Funnel that tracks how consumers move toward hiring a coach across generations. Highlights include:
Coaching Satisfaction
84% of coached respondents report being satisfied with their most recent coaching experience, and close to eight in 10 would recommend coaching to someone they knew.
Awareness & Positive Impression
74% of respondents expressed awareness of the coaching profession, while 67% have expressed a positive impression, and 56% have considered entering a coaching relationship.
Coaching Niches
While career coaching remains the most common entry point with 39% of respondents having received it, interest is expanding into other niches, 42% of respondents are interested in health and wellness coaching, and 33% are open to life vision and enhancement coaching.
Human-Led Delivery
80% of consumers still prefer coaching delivery to be human-led in some form, even as they remain open to technology playing a supporting role.
Get the Report
For more insights, add the 2026 report to your shopping cart.
ICF Member Price: FREE
Non-Member Price: $149 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 26 countries included in the 2026 ICF Global Consumer Awareness Study, please complete this form. You will receive an email when the slide decks become available.
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, the study broadened in geographic coverage to the top 30 countries and territories of ICF membership, using a consumer panel methodology to capture a representative cross-section of the population. The result was 30,727 responses, one of the largest and most comprehensive data-gathering exercises in the coaching profession to date.
The 2026 study introduces a new Coaching Consumer Journey framework, expanding the research beyond awareness and perceptions to examine how consumers move through key stages of engagement with coaching — from awareness to positive impression, consideration, intention, experience, and repeat use. This framework allows us to examine the consumer journey not only globally, but by country and across key demographic groups.
How To Use the Study
Dive into the 2026 ICF Global Consumer Awareness Study to discover how you can elevate your coaching game and drive your success. Here are 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.
2022 ICF Global Consumer Awareness Study
Growing global and generational awareness continues to shape the coaching profession. The 2022 report looks at how awareness has grown since 2017, how it varies across generations and labor market positions, and introduces new demographic insights into who's engaging with coaching.
ICF Member Price: FREE
Non-Member Price: $30 USD
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
