How Latin America Works

We often use the term “Latin America” as if the whole region works the same way. But every country, and even every big city has its own style, shaped by history, language, and the way people naturally connect.

One thing that is consistent? Business here is personal. Relationships matter. Trust matters. People want to know who you are before they decide to work with you. And once that trust is there, partnerships can become surprisingly strong and long-lasting.

How you show up, how you communicate, meet, and build rapport is often just as important as the business itself.

Different hubs also have their own feel. People often describe Mexico City as very relationship-focused, with a clear respect for hierarchy. Bogotá tends to be more formal, with well-structured processes guiding decisions. São Paulo moves fast - competitive, busy, and very results-driven. Buenos Aires has a lively, expressive energy where ideas and debate flow freely. Santiago is usually seen as organised and methodical, with planning and punctuality playing a bigger role.

Then you have the Caribbean and Central American hubs - Panama City, San Juan, Santo Domingo, Kingston - each with their own rhythms. Places like Panama City have noticeable U.S. influence because of trade and international business. But at the core, the culture is still very Latin: relationships, hierarchy, and trust come first. Conversations can take time, and people communicate with care to maintain respect.

Hierarchy across Latin America is less about age and more about experience, expertise, and credibility. Younger leaders can absolutely earn respect as long as they bring the skills and deliver. Titles matter, but influence comes from competence and how you treat people.

Communication styles vary too. In many places, saying “no” directly is avoided. People communicate with tone, context, and subtle hints - so paying attention matters.

And of course, history shapes everything. Colonial influences, migration, economic changes, and local pride all play a role in how people work, negotiate, and build relationships.

If you’re looking to succeed here, the approach is simple: be curious, listen, and adapt. You don’t need to imitate the culture - just show respect and flexibility. And enjoy the experience. Because doing business in Latin America isn’t only about transactions - it’s about people, connection, and some fun along the way.