Embrace the Language, Embrace the People

I have spent the last few days waking up each morning to run through the favellas (the housing communities of the impoverished).  Running six miles though the mud covered roads and the hilly allies revealed a lot about the way of life for some Brasileiros.  It is a hard life– one that is consumed with illiteracy, alcohol consumption and street gambling.  But, also filled with happiness and gestures of kindness.  In many ways it reminds of the rough neighborhoods I knew as a small child in Birmingham, Alabama.  I felt at home, but realized I wasn’t when I was greeted by a passer by with a friendly “Bom Dia!”  Luckily, I knew how to respond and have become quite comfortable with the accent.  

Language in Brasil is a great differentiator– a way to recognize family and potential friends, as well as outsiders and visitors.  In short, there is very little middle ground in Brasil when it concerns conducting business or building friendships– you either speak the language or you don’t.  Many Americans assume that Spanish is sufficient enough to navigate Brasil.  But, it is not.  The truth is that many of the people of Brasil find it difficult to understand and do not accept the basterdized compromise known as Portunol (Portuguese and Espanol hybrid).

Many Americans, as shared with me in private, are seen as a people not very interested in learning or teaching portuguese.  This is a sign of great disrespect, and has made many of the people of Brasil look illy upon Americans.  

I am fortunate enough to have learned to speak a little portuguese before visiting Brasil, and because my skin is darker I have at times been mistaken for a Brassilero.  Because of this fortune, I have come to learn that a completely different world exists for the people of the land (those who speak portuguese, embrace and/or understand the culture).  Costs of goods are different, halls of government and doors of business have opened, and the exchange of information and culture seems to be in constant hyper mode.  

My fortune has also helped gain the confidence on many I have encountered.  In private, many of them share their disdain with many Americans’ unwillingness to learn or teach portuguese.  Many have shared that they are watching closely to see if American’s willingness to embrace the language changes as our economy continues to spiral out of control and Brasil’s economy rises to prosperity.  

In Brasil new building seem to be erected each day, road construction hasn’t stopped and they are successfully drilling for oil.  Although this is a developing country, million dollar homes are becoming quite common, but the amount of mortgages people receive have not increased.  Many Brasileiros refuse to accept mortgages, but would rather live in the basement of a house or rent to save enough money to buy.  I have learned that this is the way of the Brasileiro.  

This approach is destined to make Brasil a world ecnomic powerhouse, and I too will be watching to see if American ’s willingness to teach and learn portuguese changes in the days ahead.

Protest, Progresso y Presidente

My days in Sao Paulo have been spent standing too close to a CUT labor union protest, being hosted by the CEOs of the state’s largest publishing house and the largest animal hospital, and meeting Secretario Alkim, the man who very well might be the next presidente of Brasil.

As great, and eye opening, as each of these experiences were, what has impressed me most about Sao Paulo is their commitment to existing harmoniously with the environment.  It seems that all of their pursuits– whether they be medicine, architecture, mass media production or automotive– Paulistas pay a great deal of attention to practices that minimize harm to the environment.

Examples of these practices can be seen in hotel hallways, which are without light if no traffic is in them; the automobile industry’s commitment to producing bio-fuel cars that run off ethanol (alcool) and petroleum; and architecture that reduce the amount of trees that have to be sacrificed.  

As a result of this commitment car emission rates are very low, industry not only produce goods and service, but give back to the environment; and the amount of usable green space that is preserved in a city of approximately 22 million people is beyond impressive .  But what is most striking is the impact Sao Paulo’s investment in efficiency and responsibility has on commerce: Today the automotive industry announced that is is the only country in the world to register a 15% increase in automobile sales.  This increase shatters the record set during the same time last year in Sao Paulo.

Not only is Sao Paulo taking the lead in business, but also with regard to reaching out to help the community.  Camp Pinheiors, a non profit dedicated to training and placing youth in Sao Paulo on a solid career path, has partnered with Rotary and more the 100 business to make a difference in the lives of young people.  The program boasts a 100% job placement rate after the training in complete and a 70% job retention rate.  

Ligo Salidaria is also making waves as a very unique schola de menino y meninas (young children).  However, to call this a school would be a severe understatement.  It serves as a home for nearly 800 youth without families and/or who live in abusive homes.  They teach their students music, ballet, job and life skills to help their students overcome their tragic situation.  In addition, students are introduced to a culture of love and peace to teach them that their current tragic realities don’t have to exist forever.

Sao Paulo, Brasil is thriving, but doing so in ways that preserves and respects.  The city is far from perfect, but is proving that it not only has a knack for business, but a heart for the community. This winning combination, if harnessed responsibly, can help leaders in Sao Paulo not only transform industry today, but produce responsible leaders for generations to come.

Paulista Business: Lifelong Friends and Global Networks

My first full day in Sao Paulo was nothing short of busy.  Between the time spent trying new food and getting lost in the fourth largest city in the world, I learned a lot about a culture that seems committed to advancing its place in global business. 

As we face a grave economic downturn in America, Brasil seems to be thriving. Every business leader I met today– CEOs and executives–ranging in industry that includes auto manufacturing, medical, banking, technology and agriculture– all had one thing in common: their strong global networks and business presence in countries other than Sao Paulo.  

My first day was not all business, however, the fun was always cleverly used to accomplish three things: build friendships, exchange cultures and (ah) business.  

This was made very clear at a semi-formal dinner at Hotel L’Opera, hosted by the head of one of the world’s largest auto manufacturing companies.  This dinner allowed for the exchange of language, arranging dance lessons and exploring business prospects in Germany and (get this) Alabama.

Today I was introduced to family members and invited into homes. Tomorrow I will be hosted by a former governor and other governmental dignitaries with the sole  promise of building lifelong friendships.

In one day, I now know that this is the nature of Sao Paulo’s business climate – a climate that  refuses to place money over mankind and that’s committed to building friendships that span the globe.

Ordem e Progresso

Welcome to The Paulistano Report, a chronicle of advertising life in Sao Paulo, Brasil. Join us as we journey inside the walls of some the world’s most powerful and influential corporations– discovering and sharing best practices that have helped earn them a place at the top of the industry.  

At The Paulistano Report you will also get an unflinching look at the many challenges facing this region regarding race, power and advertising.  We will examine how the marketing and communications industry in Sao Paulo adapts to the recent rise in purchasing power of the black middle class, and respond to government’s claim that advertising is nothing more than “visual pollution.”

Sao Paulo is rapidly changing; finding itself in a fight to lower ever increasing crime rates, reduce social and racial bias and government corruption.  Stay tuned as we examine Sao Paulo’s ability to package and market the city in a way that preserves their two most treasured brand values: Ordem e Progresso.