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.
