I ngā tau tata nei, kua piki haere te kaha o tētahi tauira hoko hou: ko te ōhanga moni whiwhi auau. Ehara tēnei i te mea he ia haere noa iho, engari he panonitanga nui ki te āhua o tā tātou hoko. Mai i ngā ratonga matihiko ki ngā hua tūturu, ka tukuna e ngā kamupene e whakamahi ana i te tauira ohaurunga he wheako tonu, whaiaro, me te wātea ki ngā kaihoko. I te wa ano, ka oati rātou i tētahi rerenga moni pumau ake, i te pupuri kiritaki nui ake, me te hanga hononga tata atu ki ā rātou hunga whakarongo.
E ai ki tētahi pūrongo nā Lineup, i whakaputaina ki te paetukutuku What's New In Publishing, e matapaetia ana ka neke atu te mākete ohaurunga o te ao i te R$ 5 trillion i te tau 2025. E whakaatu ana tēnei raraunga i te angitu e tipu haere ana o tēnei tauira me te panonitanga e puta mai ana i roto i ngā momo rāngai. Mō ngā kamupene, ko te ohaurunga he mea e taea ai te matapae i ngā pūtea, engari mō ngā kaihoko, he mea whai hua me te urunga tonu ki ngā hua me ngā ratonga.
E kitea ana hoki tēnei panonitanga o ngā whanonga a ngā kaihoko i roto i ngā tau. E whakaatu ana ngā rangahau mai i Stripe he 30% teitei ake ngā reiti pupuri kaihoko a ngā kamupene e whakamahi ana i te tauira ohaurunga ki te whakataurite ki ngā pakihi hokohoko kotahi-wā tuku iho. Nā te mea ka hangaia he hononga kaha ake, he hononga pumau ake i waenga i te waitohu me te kaihoko nā te wheako auau me te whaiaro, he mea uaua ki te whakatutuki i roto i ngā tauwhitinga kotahi-wā.
Kāore tēnei tauira hoko hou e herea noa ki ngā ratonga rerema, ki ngā pūmanawa rānei. Ahakoa ngā rāngai tuku iho, pērā i te umanga motuka, kei te tīmata ki te whakamahi i ngā tauira ohaurunga, e āhei ai ngā kaihoko ki te uru atu ki tētahi waka me te kore e hiahia ki te hoko. He tauira noa iho tēnei o te āhua o te whakahou a ngā kamupene i a rātou anō kia tutuki ai ngā hiahia hou o te mākete me ngā kaihoko.
I Brazil, he nui tonu te kaha o te tipu o te tauira moni whiwhi auau. Ka taea e ngā kamupene e tere urutau ana ki tēnei huringa te hauhake i ngā painga whakahaere me ngā painga pūtea. Ko te matapae i ngā moni whiwhi me te pono o ngā kiritaki ētahi noa iho o ngā painga e tukuna ana e te tauira, e āhei ai ngā waitohu ki te urutau tere atu i roto i tētahi horopaki ōhanga e kore e taea te matapae.
Ehara i te mea he kupu whakaari te ōhanga moni whiwhi auau, engari he mooni e tipu haere ana e hanga ana i te heke mai o te kai. I te pakeketanga o te mākete, me te taunga o ngā kaihoko ki te whakaaro o te utu ia marama mō te urunga tonu, e tino kite ana tātou i ētahi atu kamupene e tango ana i tēnei tauira, ka waiho ko ngā ohaurunga hei paerewa hou mō ngā pakihi ā muri ake nei.
