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It has become more acceptable over the past five years for marketers to greet coworkers they know well with a hug rather than a handshake, according to a recent report from The Creative Group.

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.

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ABOUT THE AUTHOR
image of Ayaz Nanji

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

Twitter: @ayaznanji