New ICF Study Benchmarks Awareness of Coaching Profession Globally

LEXINGTON, Ky., Aug. 31 /PRNewswire/ -- More than half of the general population is aware of professional coaching, according to a new groundbreaking survey by the International Coach Federation (ICF), which gauges global awareness of coaching for the first time since the profession's inception nearly two decades ago.

Overall, 51 percent of 15,000 participants in the ICF Global Consumer Coaching Awareness Survey reported they were "somewhat to very aware" of professional coaching. General awareness varied by country from a high of 92 percent in South Africa to a low of 20 percent in Germany.

Continuing its role in providing the coaching profession and public with reliable industry research on coaching, ICF set out to conduct the Global Consumer Coaching Awareness Survey to show the worldwide reach of coaching in terms of how many people have been coached, how many people are interested in being coached, and how many people want to become coaches.

"The findings from this survey are significant because they show us the first glimpse of coaching on a global scale in awareness and use," said ICF President and Master Certified Coach Giovanna D'Alessio. "Until now, coaches were only able to speculate about how wide our industry's reach has become. Now we have information to show us where we are as a profession, which will help us build and sustain our industry's future."

This robust research was conducted independently by the International Survey Unit of PricewaterhouseCoopers (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.

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. Findings from these questions and other highlights will be released starting in September.

The ICF Global Consumer Coaching Awareness Survey 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 defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. Individuals who engage in a coaching relationship can expect to experience fresh perspectives on personal challenges and opportunities, enhanced thinking and decision-making skills, enhanced interpersonal effectiveness, and increased confidence in carrying out their chosen work and life roles.

The International Coach Federation is the leading global organization for coaches, with over 14,800 members in more than 90 countries, dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification, and building a worldwide network of credentialed coaches. The ICF is the only organization that awards a global credential which is currently held by more than 6,600 coaches worldwide. For more information, please visit our website at http://www.coachfederation.org.

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SOURCE International Coach Federation