Decipher Index

Decipher Index, created by Burson and Limbik, uses cognitive AI to evaluate and predict the impact of various themes with broad social, political, and organizational implications.

Weekly forecasts predict the themes with the greatest impact for the upcoming seven days.
2024 is set to be a year filled with disruptive forces. From elections in more than 40 countries, to the Paris Olympics and ongoing conflicts in Ukraine and the Middle East, efforts to influence people will leverage various global and cultural issues. This inherently creates risk for organizations and brands. By understanding which themes are likely to energize online users, companies can mitigate potential reputational crises and build organizational resilience.

Global Virality Rankings

Predicted through an AI-powered proprietary probabilistic forecasting model, the Global Virality Ranking forecasts more than 20 themes most likely to elicit engagement online. The approach sources, deconstructs, and analyzes artifacts (social posts, news stories, etc.) related to each theme from more than 1.5 million global sources to predict which themes are most likely to energize online users. In addition to the index below you can review analyst commentary in the BLUF.

Last Update:

July 17, 2024

Rankings
Theme Name
Description
2024 Elections
This theme captures discourse related to Election 2024 and any news on corporate donations and/or endorsement of candidates.
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Political Spending and Support
This theme captures discourse related to businesses and their support and/or criticism of politicians and legislation.
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Armed Conflicts
This theme captures discourse related to armed conflicts, warfare, military action, and consequential demonstrations and protests on such issues.
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Cultural Issues and Woke Capitalism
This theme captures discourse related to businesses and their positioning on hot-button cultural issues including LGBTQ+ rights, racial justice, reproductive health and rights, and economic inequality and discourse related to "woke capitalism" and "performative wokeness".
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Climate Change
This theme captures discourse related to climate change opinions, news and policies.
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International Sports
This theme captures discourse related to major sporting events and their sponsors.
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Reproductive Rights
This theme captures discourse related to reproductive rights, including news, policies and opinions.
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DE&I
This theme captures discourse related to businesses and their internal Diversity, Equity, and Inclusion policies and practices.
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Business in Russia
This theme captures discourse related to western businesses operating in Russia after its full-scale invasion of Ukraine.
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Global Economy
This theme captures discourse related to the global economy includes trends in international trade, workforce demographics, cost of living, inflation, foreign financing and investment, urbanization and potential crisis or risk.
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Immigration and Migration
This theme captures discourse related to immigration, including border security, asylum and refugee issues and broader immigration policies.
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Artificial Intelligence
This theme captures discourse related to AI and its impact on businesses.
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Business and China
This theme captures discourse related to business, technological innovations, and advancement in China.
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Energy
This theme captures discourse related to energy sectors, including fossil fuels, wind, solar, geothermal, and nuclear, among others.
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Labor and Human Rights
This theme captures discourse related to businesses and their respect for labor rights and human rights more broadly in their global supply chains.
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Healthcare
This theme capture discourse globally related to healthcare, including health inequities, epidemics/pandemics, healthcare systems, and healthcare policies and advances.
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Cybersecurity
This theme captures discourse related to cyber security and cyber attacks against corporate interests.
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Infrastructure
This theme captures discourse related to the global infrastructure sector, including infrastructure sustainability, technological advancements, investments and challenges.
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Supply Chain
This theme captures discourse related to supply chains and procurement in a volatile global economy.
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Education
This theme captures discourse related to education, including education policies, private and public schools, and colleges and universities.
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Food Systems and Security
This theme captures discourse related to food-related markets, supply chains and trends.
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Sustainability and Environment
This theme captures discourse related to sustainability initiatives and environmental impact by businesses.
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Electric Vehicles
This theme captures discourse globally related to electric vehicles, including minerals related to production, batteries, and accidents/recalls.
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Bottom Line Up Front

Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.

As expected, 2024 Elections, with the attempted assassination of the Republican candidate for the U.S. Presidency and the Republican National Convention, is driving Global Virality this week. More than just topping the ranks of monitored themes (again), Virality for 2024 Elections conversation grew by nine percent globally, reflecting broad interest around the highly evocative event from Saturday. The content generation includes a lot of speculation, prognostication, worry, and concern; information consumers are hungry for information and understanding. The event also opened the door wider for conspiracy theorists and disinformation peddlers to work their way from the darker corners of the internet towards mainstream audiences. While the epicenter of 2024 Elections conversation is undoubtedly with the turbulence being experienced in the U.S., there are still ongoing conversations focused around administration change in the UK and France following tide-shifting spot elections.

Making another spirited climb into Global conversation spaces, Artificial Intelligence rose nine positions in the ranking this period, reaching middle-of-the-pack. The theme is prone to intense but unsustained turns in the spotlight, as the typically technical and niche theme pulls in newsworthy advancements or high visibility commentary. Driving Virality, U.S. agencies reported this week that a Russian disinformation campaign targeting the U.S. was dismantled. The reporting highlighted a significant increase in the use of Artificial Intelligence in generating divisive content for use in the campaign. This is happening alongside announcements of heavy Chinese-state investment in Artificial Intelligence, which have created a mixed bucket of concern over misuse, security, and economic impacts. Malign use of Artificial Intelligence is a reliable go-to for content whenever the topic goes viral and has been long flagged as a concern for counter-disinformation operators.

For a deeper analysis or to learn more about Burson Decipher
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