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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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

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Twitter: @ayaznanji