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.

Middle East & Africa

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.

Across the Middle East and Africa, Armed Conflicts remains the most impactful theme. In Gaza, the Israeli military has ordered another evacuation amid the resumption of ceasefire talks with Hamas. In Syria, Israeli air units have bombed over 350 military sites targeting strategic weapon stockpiles and have moved troops into the Syria-Israel border buffer zone. The White House has also engaged with Kurdish forces in northern Syria during the ongoing conflict, despite the Biden administration’s support of the new Syrian government under certain conditions. Lastly, in Africa the Sudan civil war remains a major humanitarian crisis as 25 million remain food-insecure and face famine conditions. Concurrently, in the Sahel, jihadist groups continue to expand operations, marking a doubling of active conflicts in Africa compared to a decade ago.

Healthcare rises four spots across the Middle East and Africa as the region experiences substantial investments of up to US$23.8 billion in health infrastructure, expanding clinics, pharmacies, and medical laboratories. Despite advancements in the Middle East, non-communicable diseases have been on the rise, including an 87% increase in diabetes. Lastly, in Tanzania, the African Development Bank has approved a US$75 million loan to improve the nation’s healthcare infrastructure, while Nigeria has launched an mpox vaccination program after initial delays led to the proliferation of disease.

For a deeper analysis or to learn more about Burson Decipher
powered by Limbik. 

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