ABSTRACT
The chapter looks at ethics in coaching, ethics codes and their limitations, and at industry trends which may change the way we think and act as coaches and coachees in the coming years. These trends include digitalization, a “democratization” of the profession - meaning more access and lower price points for many - and finally “industrialization” (or scaling), which will bring more standardization. The chapter analyzes different areas and stages of coaching, where considerations regarding ethics play a role, including “contracting”, “confidentiality” and “bias”. While the chapter sums up the current discussions around ethics in coaching, it encourages the reader to both adhere to an existing code, as well as develop their own ethical framework, to make sure they do not simply check boxes.
