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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.
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.
Europe
PFI Rankings
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
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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.
Armed Conflicts garners the highest PFI this week. French and Polish leaders discussed potentially sending foreign personnel to Ukraine as peacekeepers in the event of a potential ceasefire deal. Additionally, Norway has provided US$242 million to strengthen the Ukrainian navy. Moreover, various high-ranking European officials and NATO chief Mark Rutte are meeting in Brussels this week to discuss “next steps” in the war in Ukraine. Finally, the U.K. sanctioned 20 of Russia’s “shadow fleet” vessels and announced US$44 million in aid for Ukraine’s energy grid.
Food Systems and Security is this week’s biggest mover. University of Bath researchers announced a new spray “varnish” that could aid greenhouses and result in more flavorful and abundant crops while extending the growing season and improving food security for less sunny regions. Additionally, Norway announced US$12.6 million to boost food security in South Sudan. Moreover, farmers protested in London due to a 2026 tax change that will place an inheritance tax on farms that are passed down in the U.K. Finally, a new report shows a drop in the percentage of high food-secure households in the U.K.
