Effective and efficient organizations use their asset management to resolve competing priorities and ensure that long-term benefits are not sacrificed for immediate needs. Implementing ISO 55001 allows organizations to lead their operations orderly, creating value and improving their results and income. In Brazil, however, the standards are still little known and used by companies. On the ISO website about organizations certified with the 55001, only eight Brazilian companies appear on the list. Regardless that linking asset management to corporate strategy is relatively new, Brazilian companies have not been accumulating achievements with this standard. Therefore, through a survey with experts and open interviews with consultants in the area, this study seeks to answer why asset management standards have little adherence in Brazil. This research suggests that the main reason for the standards non-accession is that the Brazilian companies have a culture of immediacy. Any process that will generate results in the medium and long term is not always a priority since the daily demands in the short time are very high, taking up all the employees' working time. So, the companies cannot deliver sustainable results.