Jon Axworthy has embarked on a personal mission to reintroduce physical affection into his life, challenging prevailing social norms that have reduced expressions of male warmth such as hugging. Axworthy, reflecting on his own experiences and those of his peers, notes a marked decline in the frequency of hugs among men, replaced instead by more reserved greetings such as handshakes or fist bumps.

He recalls earlier years, where physical closeness—arms around shoulders, embraces at social events—was common among his group of male friends. However, over time, this camaraderie shifted toward more formal interactions. Axworthy recounts a moment when comforting a friend through divorce resulted only in a back pat, underscoring the diminished role of physical comfort in adult male friendships.

Axworthy’s experience extends to his family life as well. His three children—Eddie, 22; Sammy, 18; and Annie, 16—have grown less physically affectionate, reflecting a broader trend among adolescents who often view hugging as something that naturally fades with age. This change has left Axworthy longing for the embrace-filled interactions of their younger years.

The motivation for Axworthy’s renewed effort in fostering physical affection was bolstered by a survey of 2,000 British men that highlighted a growing deficit in physical touch and emotional closeness, with nearly half expressing a desire for more affection. Public events, such as recent Oasis concerts where attendees openly hugged strangers and sang emotionally, provided a vivid demonstration of the human need for physical connection. Axworthy describes how these moments revealed what many middle-aged men felt was missing in their daily lives.

Determined to change his personal situation, Axworthy began introducing hugs to his circle of friends by signaling his intention early—extending his arms widely before acquaintances could offer a handshake. Despite initial hesitation, most friends responded positively once they understood his motivations, with some admitting uncertainty over why such gestures had diminished in the first place.

At home, Axworthy initiated smaller acts of affection with his children, such as kisses on the forehead and short hugs, which gradually were reciprocated. A candid discussion ensued when his daughter inquired whether he was ill, revealing a mutual misperception: Axworthy had assumed his children resisted hugs due to embarrassment, while they believed physical affection was something that naturally ceased in adolescence. The conversation helped bridge the emotional gap, confirming that the children welcomed the renewed expressions of care, finding comfort and reassurance in them.

Axworthy’s experience underscores a broader cultural hesitation among men and boys to engage physically, often tied to social expectations and misunderstandings. His efforts demonstrate that deliberate, gentle reintroduction of physical affection can foster emotional wellbeing and reinforce bonds. In his words, adopting openness and intention in greeting—“flinging his arms wide”—has helped restore warmth to relationships and create a more affectionate atmosphere in his life.