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:
December 18, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
Given the rising tensions in the South China Sea, Armed Conflicts remains the top theme across Asia-Pacific. Large-scale naval exercises by the Chinese navy have continued to threaten any planned Taiwan-U.S. strategy, invoking larger questions of the balance of power in East Asia. Similarly, U.S. marines in Okinawa have begun their 10-year move to Guam as part of the 2006 U.S.-Japan Roadmap for Realignment Implementation. For India, the fall of the Assad regime has also led to a rethinking of its Kashmir strategy given the loss of support for India's claim on Kashmir.
Electric Vehicles is the highest mover across Asia-Pacific as China’s CATL, Contemporary Amperex Technology Co. Ltd., has announced its plan to expand battery-swapping stations by 1,000 across China in 2025, an initiative that is likely to enhance EV ownership and adoption. In Japan, automakers continue to face challenges in the rapid switch to EVs, as auto giants Nissan and Honda explore a potential merger to compete against major EV producers like Tesla and BYD. Regionally, market projections for Electric Vehicles indicate strong growth in the near future, likely reaching upwards of US$682.84 billion by 2029.