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.
Armed Conflicts elicits the highest PFI this week. U.S. Secretary of State Blinken was in the U.K., meeting with his counterparts to discuss various issues, including the war in Ukraine. Russia’s so-called ‘shadow’ oil fleet was at the top of the agenda, with the U.K. announcing fresh sanctions on 10 of those ships. Additionally, U.S. and U.K. leaders formally accused Iran of sending missiles to Russia for use against Ukraine. Indo-Pacific security and the Gaza ceasefire plan were also discussed. British Foreign Secretary Lammy informed Blinken that the U.K. has no plans to suspend additional arms to Israel in the short term.
Sustainability and Environment is this week’s highest mover, followed closely behind by Climate Change. The EU climate change monitor reported that Summer 2024 was the hottest on record. Relatedly, many parts of Scandinavia experienced their highest temperatures ever recorded for this time of year, with other countries like Austria, France, and Germany also facing unusually high heat. This follows a global sustainability summit in Italy, where similar issues and efforts were discussed with Pope Francis. Additionally, Germany’s Environment Agency rejected carbon credits for over 200,000 tons of CO2 emissions from oil companies due to fraud concerns involving projects in China.