OREANDA-NEWS. January 14, 2016. To hug or not to hug? Many professionals ponder this question when greeting or bidding farewell to colleagues. And new research from staffing firm The Creative Group suggests that hugging among coworkers is more popular. More than half (54 percent) of advertising and marketing executives surveyed said this practice is at least somewhat common in the United States, up from 30 percent five years ago.

It's a different story when it comes to meeting clients, however: More than three-quarters (77 percent) of respondents said business hugs are rarely, if ever, appropriate in this context, up one point from 2011.

View an infographic of the survey findings.

"Business hugs may be more prevalent today, but they might not be welcomed by everyone," said Diane Domeyer, executive director of The Creative Group. "When greeting colleagues, consider the environment and tune into body language. Even if you're a natural hugger, it's best to offer a handshake when you sense a hug may make someone uncomfortable."

Advertising and marketing executives were asked, "In general, how common is it for you to greet the following individuals with a hug instead of a handshake in the United States?" Their responses:

Coworker

Client/Business Contact

2016

2011

2016

2011

Very common if you know the individual well or it has been a while since you have seen him or her

10%

7%

5%

3%

Somewhat common if you know the individual well or it has been a while since you have seen him or her

44%

23%

17%

21%

Not common at all; hugging is rarely appropriate in a business setting

22%

57%

33%

61%

Never; hugging is not appropriate in a business setting

23%

13%

44%

15%

Don't know

1%

0%

2%

0%

100%

100%

101%*

100%


*Responses do not total 100 percent due to rounding.

The Creative Group offers three tips for greeting business contacts with grace:

  1. Master the handshake. A firm handshake is a safe bet as it's a standard greeting in many parts of the world -- and one that isn't apt to offend.
  2. Go in the right order. If you're meeting with a group of people, exchange pleasantries with new contacts before those you already know. Also, make a point to introduce junior-ranking employees to senior-level staff.
  3. Avert awkwardness. Not a fan of business hugs? Protect your personal space by extending your hand early when approaching colleagues to signal your preference.