LEXINGTON, Ky., June 19, 2014 (GLOBE NEWSWIRE) -- New research from the International Coach Federation (ICF) shows that awareness of coaching is increasing throughout Latin America as consumers turn to Business and Life Coaches to achieve their personal and professional goals.
Commissioned by the ICF and conducted by the International Survey Unit of PricewaterhouseCoopers LLP, the 2014 ICF Global Consumer Awareness 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 (including Argentina, Brazil and Mexico) with the highest populations of ICF Members. Argentina, Brazil and Mexico were also part of ICF's benchmarking 2010 research.
Between 2010 and 2014, awareness of coaching in Brazil increased by a full 30 percentage points (from 41.4 percent to 71.4 percent). During the same period, awareness of professional coaching increased by nearly 7 percentage points in Argentina (from 44.6 percent to 51.3 percent) and nearly 10 percentage points in Mexico (from 49.7 percent to 59.3 percent).
"Throughout Latin America, individuals and organizations are leveraging coaching to enhance work performance, expand career opportunities and improve business management strategies," said 2014 ICF Global Chair and Master Certified Coach Damian Goldvarg, Ph.D. "These satisfied consumers are spreading the word about the many benefits of coaching."
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 International Coach Federation is the leading global organization for coaches, with more than 19,000 members and 13,000 credentialed coaches in more than 100 countries worldwide. ICF is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. For more information, please visit our website at www.coachfederation.org.