Brazil is one of the economic giants of South America, known for its top-tier mining, manufacturing, and agriculture industries, as well as being Latin America's biggest producer of oil. As one of the continent's powerhouse economies, companies across the globe conduct business with Brazilian enterprises and organizations.

However, success in Brazilian business culture hinges on understanding and respecting the country's unique business norms. This ranges from how to greet others in business settings to figuring out the best ways to navigate Brazil's bureaucratic maze. This guide to business etiquette in Brazil covers everything you need to know to ensure a successful trip.

Punctuality

Hierarchy

Greetings

Business cards

Business attire

Gift-giving

Business meetings etiquette

Dining etiquette

Things to know about doing business in Brazil

Finding success in Brazilian business culture

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Punctuality

It will come as no surprise that a country renowned for its easy-going, relaxed attitudes is very laid-back about being on time. In both personal and professional settings, Brazilians tend to put minimal stock in arriving early or being on time.

Arrival times are often flexible, and it's fine to arrive at appointments five to 10 minutes late, or even later. Sometimes this is because of bad traffic in major cities, like Rio de Janeiro or São Paulo, but it's often just cultural as well. It's widely accepted that meetings might start a bit later than scheduled due to the country's relaxed pace.

However, as a foreign businessperson, it's advisable to be punctual to make a positive impression and arrive on time for meetings. Flexibility and understanding if others are running late are also appreciated.

Hierarchy

Brazilian business organizations typically follow a top-down hierarchical model, with the higher-ups holding most of the decision-making power. Titles and seniority are respected, and it's customary to address individuals using their titles and last names unless they suggest otherwise.

Historically, women in business in Brazil have faced high levels of sexism and machismo. However, as more and more women climb the corporate ladder, efforts have been made to create more gender-equal workplaces.

However, machismo is still very prevalent in Brazilian society, so it's still common for women to endure inappropriate comments. These are usually only directed at Brazilian women and not foreign women who are guests, but it is something to be aware of for women looking into doing business in Brazil.

Greetings

Brazilians are known for their warm and friendly nature, which translates into their business interactions. Handshakes are the standard form of greeting, often accompanied by eye contact and a genuine smile. It's common to greet each individual in a group individually. Kisses on the cheek are common among close colleagues, but wait for the other person to initiate this gesture.

Many Brazilians in the business world speak excellent English, but you shouldn't presume their level of fluency. Double-check if there needs to be a translator or interpreter present. It's also a nice gesture to learn some basic phrases in Brazilian Portuguese for greetings and goodbyes. Your Brazilian business associates will appreciate the effort, and it'll help strengthen the business relationship.

• Hello – Oí/Olá
• Goodbye – Tchau
• Nice to meet you – Prazer em conhecê-lo
• My name is... – Meu nome é...
• Please – Por favor
• Thank you – Obrigado/a
• Yes – Sim
• No – Não

Business cards

Exchanging business cards is an important ritual in Brazilian business culture. Along with listing your name, rank, and contact information, each card should have a Portuguese translation on one side and the same information in your native language on the other.

Cards are usually exchanged at the beginning of business meetings, and you should give your card to your Brazilian counterpart with the Portuguese side facing up.

Business attire

Brazilian business attire is generally formal, but the climate allows for a bit more flexibility and style. Depending on where you are in the country, it can be warm and humid throughout the year, so you want to balance a professional look with comfort. Opt for lighter, breathable fabrics that won't weigh you down.

Men often wear suits, but a tie might be optional, especially in more casual industries, while women usually stick to formal dresses or suits. Along with dressing well, being well-groomed and put together reflects nicely on you as well.

Gift-giving

It's not common or expected to exchange gifts at the start of a business transaction or deal. In fact, it's best to avoid gift-giving in a business setting overall. Giving fancy, extravagant gifts can sometimes be viewed as a bribe or an attempt to influence decisions, and presenting someone with a gift in a formal meeting is poor manners.

The one exception to this would be if you're invited to someone's home, in which case you can bring a small, thoughtful present, like a bottle of wine.

Business meetings etiquette

Brazilian business meetings are usually pretty informal, but it's still important to understand and follow the process and procedures.

Scheduling and arrival

• Meetings should be scheduled two to three weeks in advance.
• Arrive on time and prepared in proper business attire.
• Be ready to wait for your Brazilian counterparts to arrive and for the meeting to start late.

Greetings and seating

• Greet everyone with handshakes, smiles, and eye contact.
• Exchange cards.
• Follow your host's lead for seating.
• Kick off the meeting with informal small talk.

Discussion and negotiation

• Expect negotiations and discussions to take a while, as Brazilians prefer to take their time when making a decision.
• Similar to the relaxed attitude toward punctuality, timekeeping in meetings is not strictly adhered to and can sometimes go off-topic.
• Be attentive and patient.
• Maintain eye contact with the person who's talking, as it's impolite to break eye contact while speaking with someone in Brazil.
• Don't worry if you're interrupted; it's not rude to do so here.
• Brazilians can often get very animated when talking, speaking louder and gesturing. While this can seem intimidating, it's perfectly normal and shows they're engaged in the conversation.

Conclusion and follow-up

• Following up a meeting with a meal or going for drinks is a great way to strengthen personal connections.
• Send follow-ups to the appropriate people.

Dining etiquette

Business dinners in Brazil are often informal affairs with less discussions of work and more personal conversations and getting to know each other better. While it's fine to ask questions about people's families, hobbies, and lives, it's best to avoid potentially controversial topics, like politics or religion.

Talking about popular sports—like soccer, a staple of Brazilian culture—is another way to get conversation rolling. If there are plans to discuss business matters, wait for your Brazilian counterparts to raise the subject first.

Business meals will usually last several hours, with relaxed dining etiquette.

• Wait for the host to start the meal and offer a toast before starting to eat.
• Wait for everyone to have their food before starting to eat.
• Eat everything with utensils, even pizza.
• Make sure your hands are visible on top of the table, and don't rest your elbows on the table.

Belgians value work-life balance and try to keep their private life and work life separate, so business dinners are rarer. If you are invited out for dinner with your Belgian business colleagues, it should be viewed as more of a social occasion. Keep the business talk to a minimum, and instead stick to small talk and general conversation topics, like hobbies, family, and uncontroversial current events.

Things to know about doing business in Brazil

• Personal relationships: In Brazil, business etiquette is centered around forging strong, trustworthy relationships with your business partners.
• Custo Brasil: When doing business in Brazil, you need to deal with the Custo Brasil or the Brazil Cost. This refers to the large number of hurdles that can stand in the way of international companies, like increased operating costs, excessive bureaucracy, corruption, high taxes, and inefficiency. Navigating your way around these obstacles is easier once you have a rapport and close relationship with your Brazilian colleagues.
• Jeitinho Brasileiro (The Brazilian Way of Doing Things): Related to the Custo Brasil, Jeito or Jeitinho Brasileiro refers to finding a way through the red tape and bureaucratic maze that can often bog down business dealings in Brazil.
• Avoid Spanish: Even though you're in South America, the national language of Brazil is Portuguese. Speaking in Spanish can be perceived as being insensitive.
• Personal space and physical contact: Brazilians have a very relaxed attitude toward personal space and will often initiate physical contact, like touching your arm or patting you on the back.
• Face-to-face: Brazilians prefer that deals and negotiations be done face-to-face, so it's always better to have someone on the ground.

Finding success in Brazilian business culture

Understanding and respecting the intricacies of Brazilian business culture will help you make better contacts, form stronger relationships, and hopefully walk away with better deals at the end of your business trip. Remember, showing respect, genuine interest, and an openness to embracing the local customs will go a long way in making your business endeavors in Brazil fruitful and rewarding.

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