Top Culture and Business Etiquettes in Brazil
Bem-vindo! (Welcome!)
With its colorful culture, dynamic economy, and warm people, Brazil presents a fascinating landscape for businesses. However, to navigate this landscape successfully, understanding the nuances of Brazilian business culture is paramount.
In this guide, we’ll delve into the key aspects of doing business in Brazil, from communication styles to dress codes, gift-giving practices, and more. Whether you’re planning on setting up shop in São Paulo or striking a deal in Rio, this guide will help you understand and appreciate the unique Brazilian approach to business.
Historical Context
Brazil’s rich history, marked by indigenous cultures, Portuguese colonization, African influences, and periods of military rule, has shaped its current business environment. Today, Brazil boasts the largest economy in Latin America, with a diverse mix of agriculture, mining, manufacturing, and service sectors.
Communication Style
- Brazilians have a unique way of expressing themselves and are very emotive and expressive in their communication, and they are known for their boldness in speaking their mind and expressing their innermost thoughts.
- Sometimes, their passion or interest in a conversation topic can lead them to interrupt others frequently.
- They value personal relationships, often preferring face-to-face meetings over impersonal emails, letters, or phone calls.
- While they are generally direct communicators, they also place importance on diplomatic language to maintain harmony and respect.
- They prefer to steer away from conflict and will smoothly transition the conversation toward a topic they find more palatable. As a result, they often avoid being too direct or immediate in their communication.
Body Language & Non-Verbal Communication
Non-verbal communication also plays a significant role in Brazilian business culture.
- Brazilians usually stand very close to each other (possibly a lot closer than you are used to) and physical contact such as handshakes, backslaps, or touching arms during a conversation is common.
- They love expressing themselves physically, especially using hand gestures, and often use them to emphasize their points of view on different matters.
- Hand gestures — When someone rubs their hands together, it usually means something is no big deal or it doesn’t matter. Using the thumbs-up sign is a way to show approval. But here’s a heads up, do not use the ‘OK’ hand gesture under any circumstance. It’s considered rude and, well, very obscene!
- Body noises/sounds — When Brazilians want to show disapproval or disagreement, they often click their tongue while shaking their head. If someone clicks their fingers, it indicates they are talking about something that lasted a very long time or happened in the past.
Dress Codes
Appearance matters in Brazil, and Brazilians take pride in looking polished and well-dressed.
- Business attire tends to be formal and conservative, despite the country’s tropical climate. However, clothing made from lighter fabrics is used during the hot summer months.
- Professional Brazilian men usually wear dark-colored business suits with conservative ties, while women opt for smart-looking elegant dresses or business suits.
- It’s best to err on the side of overdressing rather than risk appearing too casual.
Business Meetings
- You should be punctual to meetings, although expect your Brazilian counterpart to be late because the Brazilian culture is very relaxed in the area of timekeeping.
- Business cards are normally exchanged during the introductions before a meeting.
- Meetings can sometimes feel a bit all over the place. It’s like there’s always something new popping up, and people are constantly sharing their ideas as they come to mind.
- Be aware that sometimes Brazilians start new projects with great enthusiasm, but they don’t always commit to seeing them through. That’s why it’s important to constantly track and monitor your projects if you want to achieve your goals.
- Keep in mind that Brazilians often lean towards quick and easy solutions, due to less focus on long-term planning.
Gift-Giving Practices
In a business context, giving gifts is not a common practice in Brazil.
- However, sometimes it is done and it is important to know that giving extremely expensive or luxurious gifts might be seen as a form of bribery so it is best to avoid this! Also, do not offer a gift during formal business meetings; present the gift in a more casual social setting.
- Some suitable gifts could be a nice bottle of alcohol, coffee table books, or a quality branded pen.
- If you’re invited to a Brazilian home, it’s customary to bring a gift such as flowers, chocolates, or a good bottle of wine.
- Gifts to avoid? It’s best to steer clear of sharp objects like knives or scissors, as they might send the wrong signal about wanting to cut ties. Also, practical gifts like wallets, keychains, or perfume may be seen as overly personal. So, to play it safe, opt for something else!
- Avoid giving gifts or flowers that are purple or wrapping a gift in purple paper–purple is associated with mourning in Brazil.
- If you’re a married man and you want to give a gift to a woman counterpart, it’s important to mention that the gift is from your spouse. This way, it won’t be mistakenly seen as flirtation.
Dining Customs
When it comes to food and eating, things are pretty relaxed. But there are some common practices that you should keep in mind.
- Even though certain foods might look like finger foods, it’s best to use napkins or toothpicks to handle them.
- Eat quietly! It’s generally considered impolite to burp or make a lot of noise with plates and cutlery, and it’s viewed as very bad etiquette.
- Only take the amount of food that you can eat. In Brazil, they finish everything on their plates, and leaving some food is impolite and will suggest that you didn’t enjoy the meal.
- Tip: Take the time to learn a little about the food you will encounter in Brazil, such as Brazilian breakfast dishes, Brazilian seafood dishes, Brazilian meat dishes, Brazilian vegetarian dishes, and their amazing Brazilian desserts and sweets. You might like to read up on Brazilian alcoholic drinks and Brazilian non-alcoholic drinks too!
Tips for Successful Business Negotiations
- Build Personal Relationships: Brazilians prefer to do business with those they know and trust. Invest time in building personal relationships before diving into business discussions.
- Be Patient: Decision-making can be a slow process in Brazil, often involving many layers of hierarchy.
- Respect Hierarchy: Senior executives hold decision-making power, and showing respect for this hierarchy is important.
Common Pitfalls to Avoid
- Avoid Hard-Selling Techniques: Brazilians prefer a relaxed, friendly approach to business negotiations. High-pressure sales tactics are likely to be off-putting.
- Don’t Rush: Time is viewed differently in Brazil, and business discussions may take longer than you’re probably used to. Patience is key!
- Be Aware of Regional Differences: Brazil is a vast country with significant regional differences. Business practices in São Paulo might differ from those in Rio de Janeiro or other parts of the country.
Conclusion
Doing business in Brazil offers exciting opportunities for growth and expansion. By understanding and respecting Brazilian business culture, you’ll be well-positioned to build strong relationships and achieve success in this vibrant market.
Of course, this is not an exhaustive list of Brazilian cultural and business etiquette tips. So if you have any great points to add, just include them in your comments!
Boa sorte! (Good luck!)
