Publication Date
2025
Abstract
Life coaching is the second-fastest-growing industry in the world. Most previous research has used a results-based approach with relatively small sample sizes. The current research uses a needs-based approach to identify whether older or younger consumers are better candidates for a life coaching session or program. A hard-copy questionnaire used existing scales based on industry indicators to identify viable life-coaching clients. A multivariate analysis of covariance (MANCOVA) was used to analyze the data, with gender as the covariate or moderating variable. Results showed that younger consumers are generally better candidates for life coaching, while gender was only significant for one of the variables measured. Specifically, younger consumers are less satisfied with their lives, are more curious, and have less religious commitment than older consumers, which makes them better candidates for life coaching when compared to older consumers. Theoretical and practical implications, limitations, and suggestions for future research are provided.