Friday, December 10, 2010

The client demographic you should be targeting now

Posted on Friday, December 10, 2010 by International Coach Federation

If you aren’t already coaching young people (more specifically, people in their late 20s and early 30s), this is one client demographic you will want to start marketing to NOW!

Why, you ask? Recent ICF research found that 25- to 34- year-olds are more aware of professional coaching, more aware of the ICF, more satisfied with their coaching experience and more likely to recommend coaching to others than their older counterparts.

The ICF Global Consumer Awareness Study* indicates that this age group sees coaching as a viable resource to help them with their professional goals as they are faced with the global economic downturn and high unemployment rates early in their careers.

In fact, nearly half of the people aged 25-34 selected “expand professional career opportunities” as their top reason for partnering with a coach. To compare, the older age groups chose “optimize individual/team work performance” as their top reason for partnering with a coach.

These findings point toward a very promising future for coaching—not to mention those industries that could benefit from the coaching experiences, principles and culture that the younger generation may bring to their organizations as they move up in their careers. Needless to say, it seems the future of coaching is very bright!

Do you already coach clients in the 25- to 34-year-old age range? What motivated your younger clients to participate in a coaching relationship?

If you don’t, how will you market yourself to this demographic?

*Conducted independently by the International Survey Unit of PwC, the ICF Global Consumer Awareness Study surveyed 15,000 individuals across 20 countries. Read more about this research at


  1. I love this article. Thank you. I just started working with a client about 1 month ago that is in this range. It is nice to see that I am right on target.

    In general, I am reading all of the ICF blogs but was moved to respond to this one. I also love the "I Care For" campaign. Coaching in general + targeting this demographic + donating a portion of our services = SUCCESS. Success for us personally, professionally and for the WORLD as our client.

    Empowering the world, one client at a time.


  2. Thanks for your inspiring comment Dionne! We would love to learn more about your coaching in this age range--e-mail us at


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