Promoting Coaching:
A Toolbox
As a coach and ICF Member, you work daily to
support your clients, build your business and
develop yourself as a professional. At the same
time, however, you’re part of something bigger:
a rapidly growing industry that enjoys growing
consumer awareness.
Consider the following findings from the 2014 ICF Global
Consumer Awareness Study:
• Globally, 58 percent of respondents said they were
aware of professional Business and/or Life Coaching,
reflecting an increase of seven percentage points
from 2010.
• Among respondents who said they were aware of
professional coaching, 35 percent of respondents
correctly identified the definition of coaching when
provided definitions for five support professions.
16 Coaching World
• Despite a challenging economic climate,
participation in coaching increased slightly
between 2010 and 2013, with 17 percent of 2014
respondents indicating that they’d participated in a
coaching relationship.
This data illustrates an opportunity for coaching
professionals to spread the word about coaching and
its benefits, challenge misconceptions about what
coaching is and what it isn’t, and demonstrate the
numerous ways that professional coaching can help
individuals and organizations achieve their goals. To
help you seize this opportunity, we’ve assembled
a collection of tools, tips and resources for you to
apply as you promote professional coaching in your
community and in the world.