Experts are warning that Britain's politically correct climate could be killing off the common cuddle.
According to psychologists, all people need at least one hug a day to help cope with life's strains and pressures.
But a poll conducted by soap manufacturer Imperial Leather revealed that one in three Brits are receiving less than the recommended daily amount of hugs.
Moreover, three out of four of us secretly yearn to be hugged more, the poll revealed.
However, experts say that political correctness coupled with general reserve is preventing us from reaching out and putting our arms round our friends and loved ones.
Senior psychologist Dr David Holmes of Manchester Metropolitan University told the Daily Mail: "It is said that we just don't seem to touch each other anymore. A hug is an important part of life.
"We are basically animals and so need physical contact like animals do."
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