The report was based on data from a survey of more than 400 marketing and advertising executives based in the United States.
More than half (54%) of marketers surveyed said it is now at least somewhat common for colleagues to greet each other with a hug instead of a handshake if they know each other well or haven't seen each other in a while; that's up from 30% of marketers who said the same five years ago.
Some 45% of respondents say hugging coworkers is rarely, or never, done in their workplace; 1% aren't sure how common it is.
Although hugging coworkers has become become more common, most marketers say embracing clients/external business contacts remains rare; some 77% of respondents say hugging is rarely, or never, done in this context.
About the research: The report was based on data from a survey of more than 400 marketing and advertising executives based in the United States.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji