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 4, 2024

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Rankings
Theme Name
Description
Global Economy
This theme captures discourse related to the global economy includes trends in international trade, workforce demographics, cost of living, inflation, foreign financing and investment, urbanization and potential crisis or risk.
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2024 Elections
This theme captures discourse related to Election 2024 and any news on corporate donations and/or endorsement of candidates.
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Immigration and Migration
This theme captures discourse related to immigration, including border security, asylum and refugee issues and broader immigration policies.
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Reproductive Rights
This theme captures discourse related to reproductive rights, including news, policies and opinions.
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Cultural Issues and Woke Capitalism
This theme captures discourse related to businesses and their positioning on hot-button cultural issues including LGBTQ+ rights, racial justice, reproductive health and rights, and economic inequality and discourse related to "woke capitalism" and "performative wokeness".
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Armed Conflicts
This theme captures discourse related to armed conflicts, warfare, military action, and consequential demonstrations and protests on such issues.
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Business and China
This theme captures discourse related to business, technological innovations, and advancement in China.
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Education
This theme captures discourse related to education, including education policies, private and public schools, and colleges and universities.
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Electric Vehicles
This theme captures discourse globally related to electric vehicles, including minerals related to production, batteries, and accidents/recalls.
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Food Systems and Security
This theme captures discourse related to food-related markets, supply chains and trends.
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Labor and Human Rights
This theme captures discourse related to businesses and their respect for labor rights and human rights more broadly in their global supply chains.
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DE&I
This theme captures discourse related to businesses and their internal Diversity, Equity, and Inclusion policies and practices.
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Healthcare
This theme capture discourse globally related to healthcare, including health inequities, epidemics/pandemics, healthcare systems, and healthcare policies and advances.
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Sustainability and Environment
This theme captures discourse related to sustainability initiatives and environmental impact by businesses.
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Infrastructure
This theme captures discourse related to the global infrastructure sector, including infrastructure sustainability, technological advancements, investments and challenges.
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Climate Change
This theme captures discourse related to climate change opinions, news and policies.
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Political Spending and Support
This theme captures discourse related to businesses and their support and/or criticism of politicians and legislation.
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Energy
This theme captures discourse related to energy sectors, including fossil fuels, wind, solar, geothermal, and nuclear, among others.
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International Sports
This theme captures discourse related to major sporting events and their sponsors.
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Cybersecurity
This theme captures discourse related to cyber security and cyber attacks against corporate interests.
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Supply Chain
This theme captures discourse related to supply chains and procurement in a volatile global economy.
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Business in Russia
This theme captures discourse related to western businesses operating in Russia after its full-scale invasion of Ukraine.
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Artificial Intelligence
This theme captures discourse related to AI and its impact on businesses.
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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.

Global Economy garners the highest PFI this week. Morgan Stanley issued a new report saying they expect 3% global growth in 2025, as tariff and immigration policies will only begin to slow the U.S. economy in late 2025, while China’s underperformance will restrain emerging markets. Relatedly, the OECD said the world economy will accelerate in 2025 but recovery is threatened due to the risk of protectionism and higher tariffs. Additionally, U.S. futures rose, and gold held steady ahead of the jobs report and Jerome Powell’s speech. The ADP jobs report showed 146,000 workers were hired in November, missing expectations.

Electric Vehicles is the highest mover this week. Tesla’s November EV sales dropped 4.3% while China’s BYD hit a new high. Additionally, General Motors is going to sell a stake in their Michigan EV battery plant to LG Energy, a battery maker headquartered in Seoul, South Korea. Furthermore, California’s governor Gavin Newsom said the state will provide rebates if Trump removes the tax credit for EVs when he’s in office. Finally, Jaguar revealed their first EV concept at Miami Art Week following a rebound that has divided opinions online.

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

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