Brazilian Business Communication: Culture, Gestures & Etiquette

Introduction to Brazilian Business Communication

Despite the great advances in communication and the rise of what is now known as the "Global Village," significant cultural differences remain in specific communication methods, elements, and etiquette. These differences are particularly important for business professionals to understand, which is why many companies today include cultural sensitivity training in their programs for employees who are to work abroad. Differences between western and eastern countries have been well publicized. South American countries like Brazil also have their own particular etiquette in terms of communication and presenting arguments.

Face-to-Face Interaction and Meeting Etiquette

The first important aspect of communication — especially in the context of today's digital paradigm — is that Brazilian business people attach great importance to face-to-face communication (Kwintessential, n.d.). This is regarded as more important than written communication. In the same vein, the individual is considered more important than the group in a meeting setting. When presenting arguments, it is therefore important not to criticize any one particular individual in a meeting, as this creates a situation of losing face in front of others — something that is unacceptable within Brazilian business etiquette.

Communication in Brazilian business settings tends toward the informal, without reliance on a specific written protocol. In a group setting, any person with an opinion will generally speak their mind and present their arguments to the group. It is also considered acceptable to interrupt whoever is speaking at a given time. Although discussions can become lively, Brazilians tend to take their time in business negotiations. Appearing impatient can therefore hurt the negotiation process. Attention to detail is also important during these negotiations.