Culture is fascinating! Did you know that the official language of Brazil is Portuguese, yet many people incorrectly
categorize Brazilians as Hispanics? Brazil’s cultural heritage is rich and varied with 55% of the population from European descent
and over 45% a mix of many varied cultures. The core values of the predominant culture put the family uppermost in all things.
The role of the family is the backbone of Brazilian society. Because of this, Brazilians see business as a similar structure.
Personal connections, long-term relationships, feelings and needs all play a part in successful business interaction.
Lively and animated discussions and physical contact demonstrate a Brazilian’s passion and involvement in everything from futbol
(soccer) to negotiations. This expressive style of communication can be misunderstood by those who use language in a more subdued
and instrumental way. Conducting business in Brazil and with Brazilians can be a colorful experience. Understanding their orientation
to foreigners, communication style, time and authority can make it a successful experience as well.
