Increasing Cultural Sensitivity for Employees Moving to Brazil

November 28, 2023

Moving to Brazil can represent an exciting step in your career and a new professional challenge. Brazilian culture is known for its diversity and vibrancy. Major cities and business centers, including Rio de Janeiro and São Paulo, are dynamic and fast-paced places to live.

As an expat or foreign employee moving abroad, it’s important to get a handle on Brazilian society and Brazilian culture—including the language, social customs, and norms around business relationships and etiquette—before you leave home. Given its diversity, the Brazilian national identity can be complex to understand in a short amount of time, so a bit of preparation before you depart is key.

Read on to learn more about understanding Brazilian culture and social customs, including workplace etiquette and professional norms.

Understanding Brazilian culture and society

One of the largest, most ethnically diverse nations in the world, the Brazilian population numbers more than 200 million. Its citizens come from a mix of backgrounds, including people of European origin, African origin (including descendants from African slaves), Indigenous groups (formerly called Brazilian Indians), as well as Asian and multiracial backgrounds.

Brazilian history is full of various cultural influences, from Portuguese imperialism to the immigrant populations of the past few decades that have come from all over South America and the rest of the world. Though there are many different versions of what it means to be Brazilian, locals tend to be very proud of where they are from and of the unique cultural identity of their nation. As such, Brazilian art, Brazilian cuisine, and Brazilian music, such as bossa nova, factor heavily into everyday life.

The Brazilian people also tend to have a strong belief in collectivism and solidarity—the ability to get things done by working together—while simultaneously having relatively high distrust of government and official institutions. If you’re working in Brazil, you’re likely to come across these attitudes in your life or work.

Language in Brazil

The official language is Portuguese, owing to the country’s colonial period, but the particular dialect spoken by most people is Brazilian Portuguese. There are many other languages spoken by subsets of the population, including numerous Indigenous languages. But in a professional context, the Portuguese language is the one you’ll overwhelmingly encounter.

Geographical regions in Brazil

Two of the largest cities in this vast country, Rio de Janeiro and São Paulo, are found in Southeastern Brazil, and southern Brazil also has much of the country’s economic activity and commerce, so it’s likely you’ll spend time there if relocating for business.

The country’s political capital, Brasilia, is located in central-west Brazil, while the famous Amazonian rainforest is located in northern Brazil, which is home to many Indigenous groups and precious natural resources.

Business culture and workplace etiquette in Brazil

Brazilian business culture is generally quite friendly and genial. Fostering friendly relations and treating professional contacts as you might treat new friends is part of doing business. It’s commonly agreed that business dealings are slightly more formal in southern Brazil and more relaxed the further north you go.

Decisions within organizations tend to follow quite a hierarchical framework in Brazil, meaning that associates and people you’re doing business deals with will often need to get approval or feedback from their boss before making final decisions. This can sometimes mean that deals or final decisions take a while to come to fruition. However, showing impatience or urgency usually won’t help. Brazilians tend to value the appearance of staying in control of one’s emotions, so keeping a cool head is the best way to get what you want.

Women working in Brazil today may find that Brazilian culture still has a fair amount of machismo, or male-dominated ideals. Brazilian women do hold positions of authority in corporations, but they may have to prove themselves more, and may find they are treated differently than their male counterparts. This is one aspect of Brazilian society that can feel jarring to women who come to work from abroad.

Greetings in Brazil

When it comes to professional greetings, handshakes are customary, but kissing on both cheeks or even hugs are not unheard of for women, or for associates familiar with each other.

Meetings in Brazil

At the start of a business meeting, it’s common for associates to exchange business cards during professional introductions, so be sure to carry cards if you’re going to be meeting a lot of professional contacts.

While you should always aim to be on time for professional engagements, punctuality often isn’t as highly prized in Brazilian culture, so it would be considered normal for a colleague or associate to arrive 15 or so minutes after the arranged time. Meetings can feel rather unstructured or informal, and negotiations tend to occur over the course of a meal, such as lunch. But remember that final decisions often aren’t made until a boss or superior has signed off or approved.

If you’re going to a business meeting with a Brazilian counterpart, be sure to dress smartly, as most Brazilians tend to be quite fashion conscious and aware of appearances. Turning up in casual clothing could give the wrong impression, whereas putting effort into your appearances is seen as a sign of respect.

Social etiquette and customs in Brazil

Brazilians are evocative communicators and often convey a lot of emotion and enthusiasm when greeting and speaking with one another. While some cultures prize personal space, Brazilians tend to touch one another—back-slapping, for example, or touching another’s arm for emphasis—as a way of emphasizing their point.

Stay in the loop with Newland Chase 

An experienced immigration specialist can help you navigate the complexities of settling in and adjusting to a new culture. Contact Newland Chase for a quote today.