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:
October 30, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
2024 Elections elicits the highest PFI this week. The election in Uruguay concluded with two moderate candidates advancing to a run-off election scheduled for late November. This contest will pit center-left candidate Yamandu Orsi against center-right candidate Alvaro Delgado. Unlike other countries in the region this year, Uruguay's election stands out for its lack of violence or political hostility. In Chile, the center-right opposition made significant gains in local elections, with noticeably less political polarization than in previous years. Additionally, local election runoffs in Brazil showed substantial victories for moderate right-wing candidates in 24 out of 26 state capital cities electing new mayors. The left secured only two races, while candidates backed by former president Bolsonaro suffered significant losses.
Labor and Human Rights is the highest mover alongside Political Spending and Support. Venezuelan opposition leader and exiled presidential candidate Maria Corina Machado was honored with the European Parliament's highest human rights award for her representation of Venezuelans fighting for freedom and democracy. This recognition comes amidst news of a local Venezuelan opposition leader being found dead, with Maduro's government quickly rejecting accusations of involvement in the incident.