We think of life coaching as something for middle-aged executives, yet 17- and 18-year-olds are increasingly signing up. Is it for career advice – or because they help assuage loneliness?
When Josh Dixon was excluded from school for antisocial behaviour, he thought the prospect of a happy life was over. He was in his mid-teens, after a period in which he had been bullied. “It felt like everyone had given up on me and that I’d either end up in a life of crime, like my other friends who were excluded, or in a dead-end job,” he says. Now 20, Dixon runs his own recruitment consultancy, which he says has an annual turnover of £2.5m. He credits this swift change of fortune to an unlikely, but increasingly common, path for young people: hiring a life coach.
The professional marketplace Bidvine recently reported a 280% year-on-year surge in life coach bookings on its site, with 54% made by those aged 18 to 22. In its 2017 Global Consumer Awareness Survey, the International Coaching Federation (ICF) found that 35% of Generation Z respondents (those born after 1995) already had a coach. The service is usually associated with executives looking to advance their careers, so why has life coaching become so appealing to young people?
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