Cultural Do’s and Don’ts of Traveling and Doing Business in Brazil
Do’s:
Greetings and Conversation:
Greet Everyone With A Lengthy Handshake: Handshakes are expected for everyone within a group at the beginning of a conversation and then again at its conclusion. Eye contact is expected. That being said, if a woman wants to shake hands with a man she is the one who initiates the interaction. After a friendship is established, embraces are more common, and among men this could also include a pat on the back (Brazil Country Review) (UT Dallas)(Cultural Atlas).
Be Open and Welcoming: Brazilians are very open and warm people and to some their conversation style may see boisterous. Being open and engaging with these energetic conversations will likely help you to fit in and gain their favor (Brazil Country Review) (Cultural Atlas) .
Familiarize Yourself with Common Greetings: Some of these include “ola” (hello), “bom dia” (good day), and “boa noite” (good night) (Cultural Atlas).
At Initial Meetings, Address Individuals with Their Proper Titles: For men, “Senhor”, and for women “Senhora” followed by their surname. Also, compared to many other cultures, Brazilians move quickly to the use of first names although they are often still accompanied by a title (such as Ms., Mrs., or Mr.) (Brazil Country Review) (Cultural Atlas).
Expect, and Do Not Be Afraid to Reciprocate, Casual Touches in Standard Interactions: Brazilians are very physically oriented in many aspects, so touching as a way to get someone’s attention, interject, or in response to a statement is fairly common. It is also common for them to “talk” and gesture with their hands, or touch the arms and backs of others (Brazil Career Guide) (International Trade Administration)(UT Dallas)(Cultural Atlas).
Try and Return Conversation When Someone Initiates It: Small talk is fairly prevalent in most settings, and people of all levels of social status commonly chat with one another. Returning small-talk and initiating it with others will help to avoid impressions of seeming stand-offish and improve your reputation with others (Brazil Career Guide).
When Arriving at a Social Event, Greet Everyone: It is expected that the person arriving is meant to take the initiative in greeting those already present individually. It is also expected that they say goodbye to everyone when they leave (Cultural Atlas).
Understand Proper Naming and Addressing Customs: It is common for individuals to have two surnames, including the paternal name of both their mother and father, although the maternal family name is always before the paternal family name. When a woman marries a man she will often replace her mother’s family name with her husband’s surname (Cultural Atlas).
Accept Offers of Social Outings, Help, and Support: Social invitations are generally intended as opportunities to get to know you better and help you feel included. Furthermore, offers of assistance and support are made genuinely and without ulterior motives so it is appropriate to accept these offers if you would like (Cultural Atlas).
Some Good Conversation Topics Include: Soccer (a.k.a. football), Brazil’s ecosystem, and your companion’s health, wellness, and family (Cultural Atlas).
Expect Indirect Styles of Communication: Although often very open and expressive with their emotions, Brazilians still prefer to avoid conflict and have adopted an indirect communication style as a result. Generally they will not abruptly change a conversation topic, but instead will tend to slowly move the conversation towards the thing they would like to discuss. Moreover, they are more likely to pay attention to the body language of those they are with to gauge their emotions than the words being said (Cultural Atlas).
Image taken from youtube.com
Social and Home Visits:
Bring a Gift When You Accept an Invitation to Someone’s Home:It is customary to bring a gift for the host or hostess when visiting their home. These gifts are often in the form of nice items such as chocolates or good quality liquor. If they have children, bringing appropriate gifts for their age is also suggested (Brazil Country Review).
Consider Sending Flowers to Your Hostess: If entertained at someone’s home, sending or bringing flowers to the hostess with a thank-you note are considered positive gestures. Orchids are particularly appreciated as a gift (UT Dallas)(Cultural Atlas).
Anticipate that Dinner Invitations will be Somewhat Lengthy Events: Since the main intention of a dinner invitation is generally for social reasons, they are not hurried affairs. They generally have time built in for conversation before, during, and after the meal, and people do not tend to depart until after coffee and dessert have been served (Cultural Atlas).
Business Etiquette:
Attempt to Acquire a Brazilian Sponsor: Called despechantes, these Brazilian sponsors are often crucial to performing business in Brazil, since business in the country relies heavily on creating and maintaining positive relationships with business associates and partners. Getting referrals and establishing a positive network are very important. Gaining trust is imperative, and since developing this can be difficult or time consuming, having a Brazilian sponsor as a foreigner is highly advantageous. These positive relationships can make the difference in getting a business deal or job (Brazil Country Review) (Brazil Career Guide) (UT Dallas)(Cultural Atlas).
Expect a Hierarchical Structure in Business Organizations: Brazilians operate under a hierarchy in business structure with those at the top viewed highly. They also value status, so to preserve or build your image you should consider the quality of hotel you are staying in or where you take a business associate or prospect out to a meal (Brazil Country Review) (Cultural Atlas).
Wear Professional Clothes: Appearance is important in Brazil. Both men and women wear suits, and business dress tends towards this more formal attire. Men are recommended to wear long-sleeve shirts, although ties are usually reserved for upscale events. Women can also wear dresses, knee-length skirts, and pants with a nice shirt, especially in more casual settings, and are not restricted to more neutral or standard colors. Brazil is generally more lenient in their dress-codes and modesty standards, however people should avoid pushing this boundary, especially in professional settings. Both men and women should also avoid wearing shorts unless on their personal time (Brazil Country Review) (International Trade Administration)(UT Dallas)(Cultural Atlas).
Expect Long Work Hours: A common work day might go from 8-8:30 AM to 6 pm. There is also a lot of assumed responsibility that workers will work as long as it takes to get done what they need to, and this can potentially include the weekend (Brazil Career Guide) (International Trade Administration).
Keep the Business Cards You Receive: Business cards are generally given during introductions, and most Brazilians keep the business cards they receive and remember those who they belong to. This habit pairs with their high value for networking. It is recommended that visitors adopt the same practices when doing business with Brazilians (Brazil Career Guide) (Cultural Atlas).
Give a Gift for a First Business Meeting: It is customary to give some sort of a small gift with little monetary value to avoid looking like bribery. However, it is generally viewed as more appropriate to deliver the gift in a social setting rather than a formal meeting (International Trade Administration)(Cultural Atlas).
Expect Meetings to be Conducted in Portuguese: Although there are many English speakers in Brazil, expect meetings to be held in the native language of Portuguese. Foreigners should consider getting a translator for these meetings (International Trade Administration).
Schedule Appointments for Meetings In Advance:It is best to schedule two to three weeks in advance for meetings, but at times last-minute events are acceptable (Cultural Atlas).
Dining:
Understand the Social Purpose of Dining for Many Brazilians: In general, meals are a common means of socializing. Many people enjoy going to lunch together, getting a meal, or attending “happy hour” on Fridays and to watch sporting events. It is also common for people to get coffee or a meal regularly with their managers and other coworkers (Brazil Career Guide).
Understand that the Common Tipping Rate is 10%(UT Dallas)
Be Aware that Not All Apparent “Finger-Food” is Appropriate to Eat this Way: Many foods that a Westerner might think is acceptable to eat with their hands is not considered as such in Brazil. These foods are instead eaten with toothpicks or napkins (Cultural Atlas).
Attempt to be Quiet when Eating: This does not necessarily mean conversation, but things such as making noise with silverware and plates or belching are not viewed positively (Cultural Atlas).
General Information:
Understand and Utilize that U.S. Citizens Do Not Require a Visa:The Brazilian government has exempt U.S. citizens traveling as tourists or for business from requiring a visa, making travel much easier for U.S. citizens (International Trade Administration).
Understand the Importance of Family: Brazilians hold a great regard and appreciation for family, and expect individuals to be loyal to and supporting of their families. In turn they can also rely on on their families for support in general and in times of need. It is common for their family units to not be as small as the traditional nuclear family, interact often with extended family members, and even adopt non-blood-related members into their family units (Cultural Atlas).
Expect Differing Demonstrations of Respect Depending on the Situation: Within their personal social circles respect is very prevalent. However, it is common in more public and anonymous settings such as walking down the street or driving that this same courtesy is not shown. Habits such as cutting in line or cutting someone off in traffic are not unexpected (Cultural Atlas).
Consider Giving Small Gifts to Show Appreciation for Favors: If someone does a favor for you, it is nice to return their kindness through a small gift, such as a candy bar (Cultural Atlas).
When Wrapping Presents, Consider Using Bright Colors: This is generally appreciated, especially if it is in the national colors of green and yellow (Cultural Atlas).
Gender Considerations:
If a Woman, Understand that it is Common to Greet Others with a Kiss on the Cheek: This is generally given on the left cheek. (Brazil Career Guide) Sometimes an additional kiss might be given if the women is single as a sign of good luck in finding their spouse. Men also may greet women with a kiss on the cheek (Brazil Country Review).
Be Aware of Some Common Behavior by Men Towards Women: Although it is unlikely that women will face serious issues in a business setting because of their gender, they should be prepared for the likelihood of comments and staring by men in addition to other persistent behaviors (Brazil Country Review) (Cultural Atlas).
Be Aware of Common Gender Roles: Brazil is still dominantly a patriarchal society. Although women are not necessarily hindered in participating in things such as work, how they dress, and decision making as much as in more conservative societies, there is still the general expectation that they are the one to take care of chores and matters at home, regardless if they have a job. Men are usually expected to be dominant, and women to be docile, with more independent women sometimes not being viewed as positively by males (Cultural Atlas).
As a Married Man Sending a Gift to Another Woman, Claim the Gift is From Your Spouse: This practice is to ensure that your gesture of appreciation or kindness is not misunderstood as a romantic one (Cultural Atlas).
Image taken from easyvoyage.co
Don’ts:
Greetings and Conversation:
Avoid Discussing Controversial Topics Until More Familiar with the Culture: It is not outright forbidden to discuss issues in Brazil as a foreigner, but you should ensure you understand the culture and country dynamics well first. Some potential topics to avoid include Argentina, politics, poverty, religion and the rain forest (Brazil Country Review) (UT Dallas)(Cultural Atlas).
Avoid Referring to the United States as “America” or to Brazilians as Latin Americans: Brazilians are sensitive to exclusively considering Americans or America to be associated with the USA. Furthermore, Brazilians tend to consider referring to themselves with the phrase “Latin America” inaccurate because they view it as referring to countries with ties to Spain, which they do not have (Brazil Country Review) (Cultural Atlas).
Avoid Making Cultural References and Comparisons to Other Latin American Countries: Brazilians are very proud of their culture, country and their uniqueness, so it is best to avoid making comparisons to other countries and risk offending them (International Trade Administration)(Cultural Atlas).
Don’t Take Offense to Someone Interjecting or Interrupting in a Conversation: When Brazilians engage in these behaviors it is primarily meant as a show of interest rather than intention to be rude (International Trade Administration)(UT Dallas)(Cultural Atlas).
Do Not be Boastful: Bragging about your social position or wealth is not particularly appreciated since most Brazilians like people with a sense of humility (Cultural Atlas).
Never Inquire into Someone’s Skin Tone: Especially for those who are black or natives this is offensive (Cultural Atlas).
Avoid Using Sarcasm, Irony, or Making Fun of People in a Mocking Way: Brazilians are generally warm and light-hearted and this extends to their sense of humor. Making jokes in the ways listed above might not be interpreted correctly and come across as mean or insensitive instead (Cultural Atlas).
Do not Swear: Cursing and abusing the names of religious idols and Gods are viewed as bad manners (Cultural Atlas).
Image taken from the18.com
Social and Home Visits:
Avoid Certain Colors and Objects When Gift Giving: Black and purple are colors of mourning and not recommended for gifts. Other items to be avoided also include knives (which symbolize severing the relationship) and handkerchiefs (which signify grief) (Brazil Country Review).
Do not Arrive on Time: Social invites are generally more relaxed, however it is actually considered rude to arrive exactly on time. It is preferred that you arrive no earlier than 15-30 minutes after the time you were told (Cultural Atlas).
Don’t Refuse an Offering of Coffee: Coffee is seen as a symbol of hospitality in Brazil, so unless you have a valid reason to decline, it is polite to accept the offer. You should make the same offering if someone visits your own residence if possible (Cultural Atlas).
Business Etiquette:
AvoidChanging Who is on the Negotiation Team:Most Brazilian business people prefer to work with the same people in order to develop a sense of rapport and trust, so they dislike infrequent contact or changes to who they are working with when it comes to foreigners (International Trade Administration).
Don’t Expect Negotiations to Move Quickly: Negotiations move at a slower pace than what is customary in the U.S. and rely on personal connections and developing trust before agreements occur. Furthermore, they are generally characterized by interruptions as people voice their opinions and ideas on the topic at hand, although less often if their opinion contradicts their superior. Deals also are generally concluded in-person (International Trade Administration)(Cultural Atlas).
Avoid Trying to Schedule Meetings During the Months of January, February, and July: During these time periods it is common for families to go on extended vacations, and it is therefore more difficult to get in touch with higher-level decision makers (International Trade Administration).
Do Not Be Late for Meetings:It is generally expected that the foreigner be punctual, however the Brazilians you are meeting might be late since they often have a more relaxed view towards time (Cultural Atlas).
Don’t Mistake Enthusiasm for Assurance that the Request Will be Completed: Brazilians may show a lot of enthusiasm for a project or idea, but might not necessarily see it through. It is best to keep an agenda and keep tabs on the progress of the situation to ensure it gets fully completed. Also, it is worth noting that Brazilians may prefer a more immediate change or solution over something long-term (Cultural Atlas).
Dining:
Don’t Eat While Walking Down the Street: This is considered bad manners (Brazil Country Review).
Do Not be Put-off by Brazilians Gesturing for a Waiter: Although gesturing for a server to come to you in a restaurant is sometimes viewed as impatient or rude in the United States, it is common practice in Brazil to request a server’s attention by raising one’s hand and motioning for them (Cultural Atlas).
Do Not Take More Food than You Can Eat: It is considered impolite to leave uneaten food on your plate because this can signify that you did not enjoy the meal (Cultural Atlas).
General Information:
Don’t Use the “O.K.” Hand Symbol that is Popular in the United States: Although in the U.S. this is seen to mean “alright”, in Brazil it is considered a vulgar gesture. A “thumbs up” is still acceptable, though, and denotes approval. Rubbing the hands together should also be avoided because this implies that something “doesn’t matter”(Brazil Country Review) (UT Dallas)(Cultural Atlas).
Avoid Hailing a Taxi on the Street: It is recommended for visitors to use taxis from a taxi stand, apps, and through calling rather than hailing a taxi on the street for safety reasons (International Trade Administration).
Do not Expect a lot of Privacy: Socially, Brazilians are more accustomed to being in close proximity to others in living spaces, so there is a general understanding that property within these spaces is communal. Sharing of possessions and space is often expected (Cultural Atlas).
Avoid Giving Certain Items as Gifts: Practical items should be avoided as they are viewed to be too personal to the receiver, and examples might include a belt, a wallet, or cologne. Sharp objects such as blades should also not be given because they imply a desire to “sever” the relationship. Also anything that is purple, or wrapped in purple because these are symbolic of mourning (Cultural Atlas).
