■Brazilian Society and Culture

◆ Brazilian Diversity

◇Brazil is a mixture of races and ethnicities, which brings about rich diversity.

◇Many original Portuguese settlers got married with native women, which brought a new race into existence, called “mestizos”. “Mulattoes” are descendents of the Portuguese and African slaves.

◇Slavery was abolished in 1888, resulting in a further blurring of racial lines over time.

◇Unlike many other Latin American countries where there is a distinct Indian population, Brazilians have intermarried to the extent that it sometimes seems that almost everyone has a mixture of European, African and indigenous ancestry.

◆ Brazilian Family Values

◇The family is the basis of the social structure and forms the foundation of stability for most people.

◇Families are usually large (although family has become reduced in size in recent years) and the extended family is quite close.

◇The individual gets a social network and help in times of need from the family.

◇Nepotism is regarded as a positive thing, since it indicates that employing people one knows and trusts is of primary importance.

◆ The Brazilian Class System

◇In spite of the mixture of ethnicities, there is a class system in Brazil.

◇Few Brazilians could be regarded as racist, although social prejudice based upon skin color is very common.

◇In general, people with darker brown skin are at a disadvantage both economically and socially.

◇The middle and upper classes often have only little interaction with the lower classes—usually maids, drivers, etc.

◇Economic status and skin color determine class.

◇There is a great discrepancy in wage differentials—and therefore lifestyle and social ambitions—among the different classes.

◇Although women constitute 40% of the Brazilian workforce, they typically take lower paid jobs such as teaching, administrative support, and nursing.

◇The 1988 constitution forbids prejudice against women, but there are still inequities. The only place where women can be treated equally is in the government.

■Etiquette and Customs in Brazil

◆ Meeting Etiquette

◇The common form of greeting among men is handshake accompanied by steady eye contact. Women usually kiss each other, beginning with the left and alternating cheeks.

◇The common greetings among Brazilian friends are embrace and backslapping.

◇If a woman wishes to shake hands with a man, she should offer her hand first.

◆ Gift Giving Etiquette

◇If you are invited to a Brazilian’s house, take flowers or a small gift to the hostess.

◇Orchids are thought to be a very nice gift, but avoid purple ones.

◇Avoid giving anything purple or black as these are used in mourning.

◇Handkerchiefs are also related with funerals, so they are not good choices for gifts.

◇Gifts are opened when received.

◆ Dining Etiquette

If invited to a Brazilian’s house:

◇Arrive at least 30 minutes late if you are invited for dinner.

◇Be up to an hour late for a party or large gathering.

◇Brazilians dress with a flair and judge others on their appearance. Casual dress is more formal than in many other countries. Always dress gracefully and over-dressing is always better than under-dressing.

◇If you did not take a gift to the hostess, it is always appreciated to send flowers the next day.

■Business Etiquette and Protocol in Brazil

◆ Relationships and Communication

◇Brazilians need to know who they are conducting business with before they can work effectively.

◇Brazilians prefer face-to-face meetings to written communication as it provides them with chances to know the person with whom they are conducting business.

◇The individual they have dealings with is more important than the company.

◇Since this is a group culture, it is important that you do not do anything to make a Brazilian embarrassed.

◇Reproaching an individual makes that person lose face with the others in the meeting.

◇The person expressing the criticism also loses face, as they have defied the unwritten rule.

◇Communication is often informal and does not adhere to strict rules of protocol. Anyone who feels they have something to say will usually express their views.

◇It is considered appropriate to interrupt someone who is speaking.

◇Brazilians prefer face-to-face, oral communication to written communication. At the same time, with regard to business agreements, they stick to drawing up detailed legal contracts.

◆ Business Negotiation

◇Expect questions about your company since Brazilians prefer to conduct business with people and companies they know.

◇Wait for your Brazilian colleagues to start talking about the business subject. Never rush to establish the relationship.

◇Brazilians spend some time in negotiating. Do not rush them or look impatient.

◇Spend a great deal of time reviewing details.

◇It is quite often that the people you negotiate with will not have decision-making authority.

◇It is advisable to employ a translator if you are not good at Portuguese.

◇Hire local lawyers and accountants for negotiations. Brazilians dislike an outside legal presence.

◇Brazilian business is hierarchical. The highest-ranking person makes decisions.

◇Brazilians negotiate with people, not companies. Never change your negotiating team or you may have to start over from the beginning.

◆ Business Meeting Etiquette

◇Business appointments are necessary and can often be made on short notice; however, it is best to schedule them 2 to 3 weeks ahead.

◇Confirm the meeting in writing. It is common that appointments are cancelled or changed at the last minute.

◇In Sao Paulo and Brasilia it is important to be punctual for meetings. In Rio de Janeiro and other cities it is proper to be a few minutes late for a meeting.

◇Do not be impatient if you are kept waiting. Brazilians view time as something out of their control and the demands of relationships takes priority over following a strict schedule.

◇Meetings are usually rather informal.

◇Expect to be interrupted while you are speaking or making a presentation.

◇Avoid confrontations. Do not appear upset with your Brazilian colleagues.

◆ Dress Etiquette

◇Brazilians take great pride in dressing well.

◇Men are expected to wear conservative, dark-colored business suits. Three-piece suits typically suggest that someone is an executive.

◇It is better for women to wear suits or dresses that are elegant and feminine with good quality accessories. Manicures are expected.

◆ Business Cards

◇Exchange business cards during introductions with everyone at a meeting.

◇It is better, although not required, to have the other side of your business card printed in Portuguese.

◇Present your business card so that the Portuguese side faces the receiver.