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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.
North America
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.
2024 Elections garners the highest PFI this week. President-elect Donald Trump is suing Iowa pollster Ann Selzer, as well as her polling firm, The Des Moines Register, and the newspaper’s parent company, Gannett, accusing them of consumer fraud over a November 2 poll that showed Kamala Harris up by 3% in Iowa. This is the latest in a growing string of lawsuits by Trump against media entities and analysts, including ABC News and the Pulitzer Prize Board. Additionally, Arizona's top election officials rejected a request to require proof of citizenship for voters in the 2024 presidential election, opposing a state Senate committee chairwoman's demand. They argue that such a requirement would violate federal law and potentially disenfranchise eligible voters. Finally, Democratic officials elected Representative Gerry Connolly over Alexandria Ocasio-Cortez for the Oversight Committee position.
Electric Vehicles is this week’s biggest mover. New documents show Trump’s presidential transition team is recommending wide-ranging changes to Biden’s EV policies, including ending support for electric vehicles and charging stations and boosting measures blocking cars, components, and battery materials from China. Some of these changes also include redirecting funds from EVs to support national defense, blocking the U.S. government and military from buying EVs, and more. Despite this, the Biden administration’s recent decision to approve California’s gas car ban will likely complicate Trump’s agenda. Additionally, companies are increasing EV efforts as General Motors and ChargePoint announced a joint effort to install hundreds of high-speed EV charging ports across the country. Moreover, EV registrations were up in October nationwide despite Tesla sales in the red, which comes as Hyundai, Rivian, and others are boosting EV production.
