Simple, Smart & Sexy

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Hello and welcome to this week’s video on Simple, Smart & Sexy.

This week I am covering a very special topic and with a even more special video. The topic is Brazil (my favorite topic on innovation trends) and the special touch this video offers is an interview to two Brazilians working in Corporate America: Junia Junqueira and Jackson Almeida.

My questions for them, are really your questions: how to do business in Brazil, what do we need to know about Brazilians, what makes Brazilians tick…

After recording this video, I had a super interesting dinner with a friend Bianca Veloso, who is also Brazilian now managing Latam from Miami for an Indian company. When I asked her why is it so difficult to gain a Brazilian’s trust and close a deal, this is what she shared with me:

“Once you are in a company, most people think they have earned that spot through their knowledge and own hard work. But in Brazil, things are a bit different. Networking is very important and even though you maybe very well connected and may very well have the knowledge of how the business works, it is the understanding how people interact that may get you ahead in an organization. Some colleagues may look friendly, but competition is stiff and global business environment has made the personal aspect of business more competitive and volatile. There is an intense competition among co-workers, which in some cases lead to groups inside of the company who gather among themselves to speak evil of other co-workers creating an environment that damages social interaction among employees. Companies are now learning how to deal with problems of internal integration and some companies are implementing programs of quality of life to reduce turnovers and to improve productivity among employees.”

She shared with me some stories which reminded me to “Bitchy Corporate Life”.

Migration, immigration and a higher access to international travel greatly affect innovation as people tend to adopt new things they liked from the country they visited or lived, many times “adapting” it to their own culture.

Travel and Tourism currently accounts for around 10% of the world’s GDP and it is predicted to grow at an annual rate of 4% over the next decade. Greater access to international travel along with an increased access to information through technology and media influences, is creating a consumer with:
• An increased sophistication in taste;
• Greater overall awareness of available flavor options;
• An increased desire to experiment with flavors and food types.

Brazil has been long identified as one of the fastest growing economies in the world, namely, the BRIC economies. It’s the largest South American country and the fifth largest country in the world. It holds a 200 million population, which makes it the sixth most populous and the seventh in Internet usage.

Brazilian culture and people are multiform. Its population is one of the most ethnically diverse in the world, comparable to New York. The country experienced a massive immigration from Portugal, Italy, Germany and, to a lesser degree Spain, Russia, Poland, Ukraine and Japan. The mixing of the white Europeans, black Africans and Orientals, created this unique culture of very friendly, open minded and creative people.

Due to their varied backgrounds Brazilians create a dynamic society in a constant state of transformation, progress and modernization, while at the same time the history, the customs and the culture allow the harmonious coexistence of the highest industrial technology alongside the remotest indigenous traditions.
The last two decades have been a period of important progress for the country in consolidating macroeconomic stability, liberalizing and opening the economy, and reducing income inequality, among other dimensions. This has put the economy on a sounder foundation in terms of sustainable, long-term growth, and the country experienced its fastest economic growth in two decades.

Besides all the positive macroeconomic indicators, Brazil’s difference from emerging and glooming economies like China or India lies on their European roots combined with the uniqueness of their personality. Brazilians aren’t a ‘me too’ brand; they don’t want to be Americans or Europeans as they are proud of being who they are.

As travel and tourism have demonstrated to influence innovation trends, the impact of the 2014 FIFA World Cup and 2016 Olympics, combined with a ‘familiar’ taste for Westerners, the exoticism of Brazilians and a sound economic growth, will undoubtedly make Brazil the engine of innovation during the next decade.

We’d love to read your experiences from Brazil and with Brazilians in the comments box. Tell us what you think and don’t hesitate to reach out to us if you have any questions on how to market your company or products in Brazil to be successful.

Have a Super Week!

Mariana