More Highlights from the ICF Global Consumer Awareness Study

New ICF study pinpoints reasons for consumer use of coaching

According to the ICF Global Consumer Awareness Study, professional coaching is being used to help people around the world improve work performance, expand career opportunities and increase self-esteem. In fact, the study found that more than half of participants—51 percent—are at least aware of the still young and growing coaching profession. Of the 48 percent of respondents who were unaware of coaching, one-third indicated they would consider participating in a coaching relationship in the future.

Reasons to engage in coaching are many. The Global Consumer Awareness Study determined common areas in which people are using professional coaching today. More than two-fifths (42.6 percent) of respondents who had experienced coaching chose “optimize individual and/or team performance” as their motivation for being coached. This reason ranked highest followed by “expand professional career opportunities” at 38.8 percent and “improve business management strategies” at 36.1 percent. Other more personal motivations like “increase self-esteem/self-confidence” and “manage work/life balance” rated fourth and fifth to round out the top five motivation areas.

In previous research the ICF found that coaching is also generating a very good return on investment—a median return of seven times the initial investment for businesses—while being used for some of the same motivations mentioned in the latest study.

Companies large and small are optimizing individual and team performance through coaching. IBM and Solaglas Windowcare were recognized by the coaching industry as recipients of the ICF International Prism Award last year for their innovative coaching initiatives. Despite the recent global economic climate, ibm.com of North America reported a 563 percent return on investment from its coaching programs that engage sales teams and managers within the company. Solaglas, a leading UK-based glass replacement and installation company, reported higher customer satisfaction and a return on investment of 490 percent. Company executives believe these gains are small compared to the long-term impact coaching will have.

The ICF Global Consumer Awareness Study, which surveyed 15,000 participants age 25 and up in 20 countries, was conducted independently by the International Survey Unit of PwC.

Visit the Press Room of Coachfederation.org to read more about the study and to subscribe to ICF's Press Room RSS feed.

Outcomes of the July Board Meeting - Part 2

Continuing from my last post, the Board also discussed the following areas at our July meeting:

ICF Branded Events

ICF events are growing in number and are a key way coaches touch the ICF. It’s critical that these events align with the ICF brand and that attendees have consistent positive experiences—we want everyone to continue to be inspired and motivated.

At the July Board meeting, work by the ICF Branded Events Taskforce was presented to the Board. The presentation focused on results of an analysis of data collected over the last two years and related discussions around the ideal mix of ICF branded events and possible business models for these events. The goal is to make sure a proper mixture of events is being offered so that different members’ needs and interests are being served. It’s also important that the diversity of our members and a balance between international, regional and local events be taken into consideration.

Outcomes of the July Board Meeting - Part 1

On July 8 to 10, the ICF Board met for its usual mid-year face-to-face meeting. I was extremely pleased to witness and be a part of the deep, strategic and holistic conversations we had. The richness of the agenda reminded me how much our Board and the organization have committed to do this year and how all of the different elements we are working on are interconnected.

If you have questions or comments about the following information, I encourage you to post your thoughts at the end of this post and/or join members of the Board for the next Real Talk with the Board call (see schedule).

Update on ICF Board Discussions, in Anticipation of the July 2010 Board Meeting

I’d like to provide you with an update of the Board’s activities, in anticipation of our upcoming meeting scheduled for July 7-9 in Atlanta, Georgia, USA. We are six months into the year and there are many initiatives and decisions that we are being called to make.

As usual, I’d like to hear comments and input from you in one of the various feedback channels that are listed at the end of this post. Please let me know your thoughts on any of the following areas the Board is discussing:

What can we all do to increase sustainability?

After the reflections made at the ICF ECC Conference around creating a breakthrough to break the pattern toward planet destruction (download the July Coaching World to read the article), I would like to open a conversation about what we can do, as individual coaches and as an organization, to role model and foster sustainable behaviors. Please share, discuss and give suggestions around this topic.

Giovanna D'Alessio, MCC
2010 ICF President

giovanna@coachfederation.org