Brazil Market
Brazil - Language, Culture, Customs and Etiquette
Facts and Statistics
Location: Eastern South America bordering Argentina 1,224 km, Bolivia 3,400 km, Colombia
1,643 km, French Guiana 673 km, Guyana 1,119 km, Paraguay 1,290 km, Peru 1,560 km, Suriname 597 km, Uruguay 985 km, Venezuela 2,200 km
Capital: Brazilia
Climate: mostly tropical, but temperate in south
Population: 184,101,109
Ethnic Make-up: white (includes Portuguese, German, Italian, Spanish, Polish) 55%, mixed white and
black 38%, black 6%, other (includes Japanese, Arab, Amerindian) 1%
Religions: Roman Catholic (nominal) 80%
Government: federative republic
Language in Brazil
Language is one of the strongest elements of Brazil's national unity. Portuguese is spoken by nearly 100 percent of the population. The only exceptions are some members of Amerindian groups and pockets of immigrants, primarily from Japan and South Korea, who have not yet learned Portuguese. The principal families of Indian languages are Tupí, Arawak, Carib, and Gê.
There is about as much difference between the Portuguese spoken in Brazil and that spoken in Portugal as between the English spoken in the United States and that spoken in the United Kingdom. Within Brazil, there are no dialects of Portuguese, but only moderate regional variation in accent, vocabulary, and use of personal nouns, pronouns, and verb conjugations. Variations tend to diminish as a result of mass media, especially national television networks that are viewed by the majority of Brazilians.
Brazilian Society & Culture
Brazilian Diversity
- Brazil is a mixture of races and ethnicities, resulting in rich diversity.
- Many original Portuguese settlers married native women, which created a new race, called 'mestizos'.
- 'Mulattoes' are descendents of the Portuguese and African slaves.
- Slavery was abolished in 1888, creating over time a further blurring of racial lines.
- Unlike many other Latin American countries where there is a distinct Indian population, Brazilians have intermarried to the point that it sometimes seems that almost everyone has a combination of European, African and indigenous ancestry.
Brazilian Family Values
- The family is the foundation of the social structure and forms the basis of stability for most people.
- Families tend to be large (although family size has been diminishing in recent years) and the extended family is quite close.
- The individual derives a social network and assistance in times of need from the family.
- Nepotism is considered a positive thing, since it implies that employing people one knows and trusts is of primary importance.
The Brazilian Class System
Etiquette and Customs in Brazil
Meeting Etiquette
- Men shake hands when greeting one another, while maintaining steady eye contact.
- Women generally kiss each other, starting with the left and alternating cheeks.
- Hugging and backslapping are common greetings among Brazilian friends.
- If a woman wishes to shake hands with a man, she should extend her hand first.
Gift Giving Etiquette
- If invited to a Brazilian's house, bring the hostess flowers or a small gift.
- Orchids are considered a very nice gift, but avoid purple ones.
- Avoid giving anything purple or black as these are mourning colours.
- Handkerchiefs are also associated with funerals, so they do not make good gifts.
- Gifts are opened when received.
Dining Etiquette
If you are invited to a Brazilian's house:
Business Etiquette and Protocol in Brazil
Relationships & Communication
- Brazilians need to know who they are doing business with before they can work effectively.
- Brazilians prefer face-to-face meetings to written communication as it allows them to know the person with whom they are doing business.
- The individual they deal with is more important than the company.
- Since this is a group culture, it is important that you do not do anything to embarrass a Brazilian.
- Criticizing an individual causes that person to lose face with the others in the meeting.
- The person making the criticism also loses face, as they have disobeyed the unwritten rule.
- Communication is often informal and does not rely on strict rules of protocol. Anyone who feels they have something to say will generally add their opinion.
- It is considered acceptable to interrupt someone who is speaking.
- Face-to-face, oral communication is preferred over written communication. At the same time, when it comes to business agreements, Brazilians insist on drawing up detailed legal contracts.
Business Negotiation
- Expect questions about your company since Brazilians are more comfortable doing business with people and companies they know.
- Wait for your Brazilian colleagues to raise the business subject. Never rush the relationship- building time.
- Brazilians take time when negotiating. Do not rush them or appear impatient.
- Expect a great deal of time to be spent reviewing details.
- Often the people you negotiate with will not have decision-making authority.
- It is advisable to hire a translator if your Portuguese is not fluent.
- Use local lawyers and accountants for negotiations. Brazilians resent an outside legal presence.
- Brazilian business is hierarchical. Decisions are made by the highest-ranking person.
- Brazilians negotiate with people not companies. Do not change your negotiating team or you may have to start over from the beginning.
Business Meeting Etiquette
Dress Etiquette
- Men should wear conservative, dark coloured business suits. Three-piece suits typically indicate that someone is an executive.
- Women should wear suits or dresses that are elegant and feminine with good quality accessories. Manicures are expected.
Business Cards
- Business cards are exchanged during introductions with everyone at a meeting.
- It is advisable, although not required, to have the other side of your business card translated into Portuguese.