A short guide to Brazilian business culture, adapted from Executive Planet. If you're traveling for work, a little cultural awareness goes a long way.
Before you go
- Hire a Brazilian contact in your industry who can help you make the right connections before investing in a trip.
- Make appointments at least two weeks in advance — showing up without one is unacceptable.
- Avoid scheduling around Carnaval or major local holidays.
Meetings & time
- Expect some delays; poor punctuality is common and traffic in major cities is chaotic.
- Still, always arrive on time for a business meal or a meeting at a restaurant.
- Wear light, natural fabrics — remember the seasons are the reverse of North America's.
Communication
- Maintain steady eye contact; breaking it is considered impolite.
- People stand close and conversations are fast-paced, animated and full of interruptions — this is warmth, not conflict.
- Don't try to monopolize a conversation.
- Make an effort with Portuguese; Brazilians appreciate it even if your vocabulary is limited. Note that Brazilians don't see themselves as Hispanic — don't default to Spanish unless you ask first.
- Avoid saying 'in America' to mean the U.S.; Brazilians consider themselves Americans too.
Negotiating
- Relationships and personality often outweigh charts and data — win people over personally.
- Good visuals matter in presentations.
- Avoid confrontation and mask frustration.
- Emphasizing status and power over money can be effective.
- Be ready to discuss the whole contract at once rather than strictly point-by-point.
