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 continues to maintain itself as the predominant theme across the Middle East and Africa as violence in the West Bank intensifies. The fatal shooting of three Israelis at the West Bank-Jordan border and the IDF’s accidental killing of a Turkish-American activist highlight the civilian cost of the larger Israel-Hamas conflict. Israeli airstrikes in Syria have also killed at least a dozen as the IDF targets Iran-linked facilities alleged to produce chemical weapons. Further, in Sudan, shocking videos of Sudanese rebels depicting torture, arson, and other war crimes have sparked furor in the western region of Darfur as the nation grapples with a deadly civil war. As has been the case since October of last year, Armed Conflicts is likely to remain the top theme across the Middle East and Africa for the foreseeable future.
Calls by Saudi Vice Minister of Environment, Water, and Agriculture to develop regional cooperation for environmental challenges boosts Sustainability and Environment which is up five spots this period. As efforts to create alignment on environmental issues for states in the Gulf Cooperation Council highlight environmental issues, the UAE is concurrently pushing plans to increase recycling and women-led initiatives on Climate Change goals. With the Middle East poised to be a leader in creating smart cities, Sustainability and Environment are likely to be at the forefront of development in the Middle East.