Egil Fujikawa Nes

Egil Fujikawa Nes

The Brazil Business



Egil Fujikawa Nes

Egil Fujikawa Nes

The Brazil Business


During recent years, the USA and Brazil have become more alike than ever before. Both countries has strong national pride and don’t like to be considered as similar. In this article we will look at the similarities between the two countries and why they can all be categorized as Brazomericans.

For the better part of the last 100 years there have been a rivalry between United States and Brazil. Although the two superpowers of the Americas have become closer both politically and economically over recent years, the countries still reaffirm the existence of a deep difference between their identities.

Why Brazomerican?

Ever since we started to write about Brazil and Brazilian business we have been missing a word in English vocabulary.

A person from Europe is called European and a person from Asia is called Asian, but we cannot call a person from Americas for American. USA have taken the ownership of the term American, something that is easy to understand as “USAean” sounds rather stupid.

We have been experimenting the usage of the terms US-American and Brazil-American, but Brazilians are not happy with the reference to American due to the emotional relation the word has with USA.

After engaging our Twitter followers in finding a name that cover citizens of USA or Brazil alike, one of our followers brilliantly suggested Brazomericans.

Who are these Brazomericans?

The national identity feeling of Brazomericans is strong, on the boarder line of nationalistic. They can very well criticize their own country but God forbid if a foreigner echoes the same opinions about them.

Brazomericans consider their nation a world wide super power and expect the rest of the world to respect them and treat them special. They look down at their neighbor countries and see them as less significant than themselves.

The Brazomerican dream

Although the national identity feeling is strong for Brazomericans they are mostly coming from immigrant families whose ancestors came to the land with hopes of a better life.

The Brazomericans dream is still an important driver in the development of their countries and entrepreneurship is highly regarded. People like Warren Buffett and Eike Batista have become icons for the Brazomerican's dream as self-made billionaires.

Playing lottery have become a drug for Brazomericans who hope that luck can be their shortcut from their mediocre life to the Brazomerican dream.

Brazomericans live today

At the same time Brazomericans see themselves as exceptional, most of them are stucked in mediocre jobs, often in corporations with little or no ability for creating a real difference.

Brazomericans live for today and credit doesn’t have to be paid before tomorrow. Credit and consumption are considered a human right for Brazomericans. They are convinced that [consumption] should be cheep and recycling can be left to the next generation.

Most Brazomericans do not own a passport and their country are more than big enough to satisfy all the traveling needs they have. International impulses they get from foreign TV series. Of course the TV series are dubbed to their own language to avoid the hassle of learning a second language or reading subtitles.

Bigger is better

Brazomericans are not early movers but then they first put their mind onto something they are thinking big. Either it is building the worlds largest water dams or creating the worlds largest oil companies, bigger is better.

It’s not only for large investments Brazomerican’s mindset are tuned towards size. Tall building, wide roads, big (new) cars and all you can eat restaurants are all everyday statements of a “bigger is better” mindset that are so common for Brazomericans.

Ultimately this “bigger is better” mindset is an expression of self-confidence between Brazomericans, a self-confidence that might be missing in many other countries.

Closing Thought

We might be generalizing two countries and 0.5 Billion people in this article, but the fact is that Brazil and USA have more similarities than differences.

It is easy to write articles about differences between USA and Brazil in communication, law and political influences but this does not change the fact that Brazomericans have similar mindsets and very similar attitudes when it comes to consumer behaviors.