‘Life Coaching’, a phrase typically used to describe a professional paid to help others achieve their #lifegoals. Traditionally common in the corporate world, recent studies have shown that Gen Z are now fuelling an increase in both supply and demand for this vocation, both professionally and personally.
Bidvine, an online directory to find local professionals, has recently seen a 280% surge in searches for ‘life coaches,’ of which over half have been made by 18-22 year olds (1). Further, the International Coaching Federation (ICF) found that a third of Gen Z-ers across the globe already have a life coach (2).
This cohort are almost twice as trusting of others than Millennials, so it is of little surprise that they are turning to others for assistance to achieve their personal and professional objectives (3). For some, it’s about regaining confidence, whereas for others, life coaching helps build relationships, whilst also experiencing ‘real human’ interaction. Further, Gen Z are not just enlisting life coaches, but are also increasingly keen on being one themselves, with the CEO of the International Coaching Federation believing that “they are the future of the profession.” (4)
With this trend only set to grow further, and with Gen Z notorious for their fickleness towards brands, it is certainly timely that companies are moving away from being a one-dimensional product or service provider. Instead, brands are beginning to demonstrate that they care about us as people, through ‘coaching-style’ services outside of traditional realms.
For example, last year, Lidl opened up a pop-up café in Ireland to inspire young people to open up about their mental health, whilst also encouraging customers to take part in yoga, meditation and other mindful activities.
With many companies fighting for Gen Z’s attention, is life coaching an authentic means to entice our newest generation of spenders, and will this influence our #lifegoals?
1. The Guardian, 2019 https://www.theguardian.com/lifeandstyle/2019/jul/31/safety-blanket-why-more-teenagers-relying-life-coaches
2. ICF Consumer Awareness Study, 2107
3. IPSOS, 2018 https://www.ipsos.com/en-nl/generation-z-beyond-binary-new-insights-next-generation
4. The Guardian, 2019 https://www.theguardian.com/lifeandstyle/2019/jul/31/safety-blanket-why-more-teenagers-relying-life-coaches
