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:
September 11, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
The combined naval drills between China and Russia, which mark the largest exercises since the end of the Soviet Union, drives Armed Conflicts which remains the top theme across Asia-Pacific. As China and Russia solidify their military partnership, other regional players are also making headlines as North Korea’s Kim Jong Un vows to boost Pyongyang’s nuclear arsenal which coincides with the construction of a new naval base. Similarly, with China and the Philippines battling for control over the Sabina Shoal in the South China Sea, the potential for a larger conflict remains a major regional concern.
Shocking reports of modern slavery in Australia’s capital of Canberra influences Labor and Human Rights which is up five spots this period. Two instances of a Sri Lankan domestic worker held against her will for three years and the underpayment of a domestic worker by an Indian high commissioner is drawing criticism to implement stronger enforcement against modern slavery. Similarly, the junta in Myanmar has attempted to address forced labor meeting criticism as labor advocates claim such efforts remain a “smokescreen” invoking further concerns of Labor and Human Rights in the beleaguered nation.