‘It’s a safety blanket’: why more and more teenagers are relying on life coaches


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?

Read the feature in the Guardian.

[This piece was published on 31/07/19]