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Do Marketers Hug Their Coworkers and Clients?

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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.


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.


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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

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  • by Lynne Thu Jan 28, 2016 via web

    I've been saying it for years - "When did the hug become the new handshake?" I have had people I'm meeting for the first time hug me. I consider a hug pretty intimate. I wouldn't say it happens in my business dealings all that often, only occasionally.

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