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.
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.
Regional themes are ranked by PFI (Potential For Impact) as determined by our cognitive AI, which combines Virality and Believability to predict which themes are most likely to resonate with the adult population in each of five regions globally. Our PFI model sources artifacts (social posts, news stories, etc.) related to each theme from more than 1.5 million global sources to predict whether people in the region are likely to find the themes believable or trustworthy (Believability) and how likely themes are to energize online users (Virality).
Last Update:
July 24, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
Unsurprisingly, the bombshell withdrawal of President Joe Biden from his reelection campaign enables 2024 Elections to remain the top theme across Asia-Pacific. With Kamala Harris as the Democratic presumptive nominee, political pundits across Asia consider the potential impact her Indian heritage will play in foreign policy should she win in November. Nevertheless, given the lack of changes to U.S.-India relations since her ascension to the Vice Presidency, many expect a business-as-usual approach to New Delhi in a possible Harris presidency. With the Democratic National Convention set for August 19, 2024 Elections is likely to remain high impact throughout the convention and at least until November.
The global outage sparked by an update in CrowdStrike which crippled Microsoft services surges Cybersecurity in Asia-Pacific which is up six spots this period. As the outage affected many Western-owned businesses, China’s infrastructure remained largely unaffected, demonstrating China’s self-sufficiency and reduced reliance on foreign service providers. Still, with disruptions in airports, banking, hospitals, and transport, many were quick to worry over Microsoft’s heavy hand in global cloud services. As effects lingered for days after the outage, Cybersecurity is likely to remain at least moderately impactful.