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Brazil is a country greatly shaped by its diverse culture and geography. The largest country in South America in both population and area, Brazil has long been the source of important natural resources such as timber, sugar and coffee.
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Brazil Today
Brazil's culture is a thriving fusion of Portuguese, African and indigenous Indian influences, all of which have left their mark on Brazilian society resulting in a rich, distinct culture. It is known for its hospitality, openness and colourful and rhythmic events such as the celebration of Carnival. As Catholicism is the predominant religion in Brazil, many of these events have a strong Catholic influence. The diversity of Brazilian society is further emphasised by the prevalent class differences which permeate almost every aspect of society.
Brazilian Culture – Key Concepts and Values
Family – Brazil is a collectivist society which places family at the centre of its social structure. Families tend to be large and close-knit, providing members security and connections. The importance of family is also evident in Brazilian business culture where family members will often be found working for the same company, either family owned or otherwise.
Relationships – Similar to the importance placed on family, Brazilians depend heavily on relationships. It is essential therefore to spend the time getting to know your Brazilian counterparts, both personally and professionally. Knowing the right people will also help minimise any frustrations you might experience when doing business in Brazil.
Time – Time in Brazil is approached in a very relaxed and flexible manner. Punctuality and precise plans are not common. Brazilians tend to live life at a slower pace and this carries over into business which can result in negotiations taking much longer than you are used to. Meetings are also often delayed or cancelled without any prior warning.
Doing Business in Brazil
Brazil’s unique cultural heritage has been influenced by a variety of diverse populations and cultures. First inhabited by indigenous tribes over 8,000 years ago, Brazil became a Portuguese colony in the 16th century after it was discovered by Europeans. In 1822 Brazil gained its independence and has since seen an exponential increase in its population as people from around the world settled there.
Traditionally a very agriculturally based economy, Brazil is known for its production of sugar, coffee, soy beans, orange juice and beef. It also has very strong service and industry sectors which have fuelled its economy over the last century. Brazil has opened up its economy to foreign markets and investment in the last decade. Unemployment is currently at a historic low and income inequality has been declining for the last 14 years. Recognised as the largest economy in Latin America, Brazil also benefits from its position as the gateway to the lucrative Mercosur market. A strong diversified economy and unique culture make doing business in Brazil an exciting but often challenging endeavour. Understanding Brazilian business culture and etiquette is therefore essential for successfully doing business in Brazil.
Part 1 – Working in Brazil: Working practices in Brazil
Structure and hierarchy in Brazilian companies
Working relationships in Brazil
Part 2 – Doing Business in Brazil: Business Practices in Brazil
Brazilian Business Etiquette (Do’s and Don’ts)
DO schedule extra time in between meetings to allow for any additional time needed since they are often delayed or cancelled without warning. As a foreigner, try to always be on time however as this will be expected of you.
DO expect to spend a lot of time getting to know your Brazilian business counterparts before any business takes place.
DO make eye contact as this shows you are paying attention, interested and honest.
DO expect a meal to take longer as it is always like a celebration.
DO accept food or drinks that you are offered during social or business occasions.
DO expect to be interrupted. The Brazilian method of communication usually entails a lot of overlapping speech and people are not afraid to say what they think.
DON’T rush business dealings with your Brazilian colleagues and avoid pressing for final decisions.
DON’T show feelings of frustration or impatience as this will reflect poorly on you as an individual. Brazilians pride themselves on their ability to be in control so acting in a similar fashion will improve your relationship and interactions with your Brazilian counterparts.
DON’T bring up topics of conversation such as corruption or deforestation as these are sensitive issues at the moment.
DON’T publicly criticise your Brazilian counterparts. If you need to tell them something negative, do so in private so they do not lose face or their pride in front of others.
Brazilian Culture Quiz – True or False
1. There are two official languages in Brazil.
2. Brazilians tend to keep a large distance when speaking to each other.
3. Brazilians tend to place the individual before the company.
4. When eating, Brazilians will typically use a knife and fork even when eating chicken or other food many Westerners will eat with their hands.
5. There is little ‘red tape’ or bureaucracy in Brazil.
Brazilian Culture Quiz – Answers
1. False. While some indigenous languages are still spoken, Portuguese is the only official language of Brazil, spoken by almost 100% of the population.
2. False. Brazilians tend to stand close together when they communicate and are not afraid to touch each other.
3. True.
4. True.
5. False. There is a fair amount of ‘red tape’ and bureaucracy in Brazil but Brazilians have mastered a way to ‘bend the rules’ without breaking them which they refer to as ‘jeitinho’.
Brazil Today
Brazil's culture is a thriving fusion of Portuguese, African and indigenous Indian influences, all of which have left their mark on Brazilian society resulting in a rich, distinct culture. It is known for its hospitality, openness and colourful and rhythmic events such as the celebration of Carnival. As Catholicism is the predominant religion in Brazil, many of these events have a strong Catholic influence. The diversity of Brazilian society is further emphasised by the prevalent class differences which permeate almost every aspect of society.
Brazilian Culture – Key Concepts and Values
Family – Brazil is a collectivist society which places family at the centre of its social structure. Families tend to be large and close-knit, providing members security and connections. The importance of family is also evident in Brazilian business culture where family members will often be found working for the same company, either family owned or otherwise.
Relationships – Similar to the importance placed on family, Brazilians depend heavily on relationships. It is essential therefore to spend the time getting to know your Brazilian counterparts, both personally and professionally. Knowing the right people will also help minimise any frustrations you might experience when doing business in Brazil.
Time – Time in Brazil is approached in a very relaxed and flexible manner. Punctuality and precise plans are not common. Brazilians tend to live life at a slower pace and this carries over into business which can result in negotiations taking much longer than you are used to. Meetings are also often delayed or cancelled without any prior warning.
Doing Business in Brazil
Brazil’s unique cultural heritage has been influenced by a variety of diverse populations and cultures. First inhabited by indigenous tribes over 8,000 years ago, Brazil became a Portuguese colony in the 16th century after it was discovered by Europeans. In 1822 Brazil gained its independence and has since seen an exponential increase in its population as people from around the world settled there.
Traditionally a very agriculturally based economy, Brazil is known for its production of sugar, coffee, soy beans, orange juice and beef. It also has very strong service and industry sectors which have fuelled its economy over the last century. Brazil has opened up its economy to foreign markets and investment in the last decade. Unemployment is currently at a historic low and income inequality has been declining for the last 14 years. Recognised as the largest economy in Latin America, Brazil also benefits from its position as the gateway to the lucrative Mercosur market. A strong diversified economy and unique culture make doing business in Brazil an exciting but often challenging endeavour. Understanding Brazilian business culture and etiquette is therefore essential for successfully doing business in Brazil.
Part 1 – Working in Brazil: Working practices in Brazil
Structure and hierarchy in Brazilian companies
Working relationships in Brazil
Part 2 – Doing Business in Brazil: Business Practices in Brazil
Brazilian Business Etiquette (Do’s and Don’ts)
DO schedule extra time in between meetings to allow for any additional time needed since they are often delayed or cancelled without warning. As a foreigner, try to always be on time however as this will be expected of you.
DO expect to spend a lot of time getting to know your Brazilian business counterparts before any business takes place.
DO make eye contact as this shows you are paying attention, interested and honest.
DO expect a meal to take longer as it is always like a celebration.
DO accept food or drinks that you are offered during social or business occasions.
DO expect to be interrupted. The Brazilian method of communication usually entails a lot of overlapping speech and people are not afraid to say what they think.
DON’T rush business dealings with your Brazilian colleagues and avoid pressing for final decisions.
DON’T show feelings of frustration or impatience as this will reflect poorly on you as an individual. Brazilians pride themselves on their ability to be in control so acting in a similar fashion will improve your relationship and interactions with your Brazilian counterparts.
DON’T bring up topics of conversation such as corruption or deforestation as these are sensitive issues at the moment.
DON’T publicly criticise your Brazilian counterparts. If you need to tell them something negative, do so in private so they do not lose face or their pride in front of others.
Brazilian Culture Quiz – True or False
1. There are two official languages in Brazil.
2. Brazilians tend to keep a large distance when speaking to each other.
3. Brazilians tend to place the individual before the company.
4. When eating, Brazilians will typically use a knife and fork even when eating chicken or other food many Westerners will eat with their hands.
5. There is little ‘red tape’ or bureaucracy in Brazil.
Brazilian Culture Quiz – Answers
1. False. While some indigenous languages are still spoken, Portuguese is the only official language of Brazil, spoken by almost 100% of the population.
2. False. Brazilians tend to stand close together when they communicate and are not afraid to touch each other.
3. True.
4. True.
5. False. There is a fair amount of ‘red tape’ and bureaucracy in Brazil but Brazilians have mastered a way to ‘bend the rules’ without breaking them which they refer to as ‘jeitinho’.
