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:
December 4, 2024
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.