The 2014 ICF Global Consumer Awareness Study provides expanded insights into the minds and motivations of coaching consumers around the globe.
Commissioned by the ICF and conducted by the International Survey Unit of PricewaterhouseCoopers LLP, the study was designed to ascertain awareness of the coaching profession and of ICF and to gain insight both 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.
In the executive summary of the research, countries included in the study are divided into three groups to help demonstrate some broad geographical patterns. These groupings are as follows, with an asterisk denoting countries that were not included in the benchmarking 2010 study:
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The “Big Four” (collectively accounting for nearly two-thirds of ICF Members): Australia, Canada, United Kingdom, United States
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Continental Europe (excluding United Kingdom): Belgium*, Denmark, Finland*, France, Germany, Italy, Netherlands*, Poland*, Russia*, Spain, Sweden, Switzerland, Turkey*
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Remaining Countries: Argentina, Brazil, China*, India, Japan, Mexico, Singapore*, South Africa
Respondents in the Big Four were the most likely to report awareness of coaching (70 percent).
Although overall awareness among continental European countries was low (49 percent), among countries that were also part of the 2010 ICF Global Consumer Awareness Study, awareness of coaching actually rose by nine percentage points. Meanwhile, awareness rose by five percentage points in the Big Four countries.
Among non-European, non-Big Four countries included in the 2010 and 2014 studies, awareness of coaching increased by a margin of eight percentage points.
Awareness of the ICF itself was highest among respondents in non-Big Four, non-European nations. Only 16 percent of respondents from the Big Four countries and 14 percent of respondents from continental Europe said they were aware of ICF, while an impressive 34 percent of respondents from the Remaining Countries group expressed awareness.
“This is great news for ICF and for professional coaching,” 2014 ICF Global Chair Damian Goldvarg, Ph.D., MCC, reflected. “We are all thrilled that, as the coaching industry continues its growth in Latin America, Asia and Africa, the ICF is at the forefront, helping to set the standards for and advance the profession of coaching in these emerging regions.”
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 article is not written by the staff of the Academy of Coaching Excellence, we don't own the rights. It was originallly published at the ICF website. If you liked this, read other great articles at the ICF website.
Another seminar of Academy of Coaching Excellence with Mr. Marian Jelínek and Mrs. Kamila Jetmarová taking place in Emauzy Abbey, Prague. The topic was three pillars of modern approach to leadership.
