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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.
APAC
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:
November 13, 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.
Global Economy is top-of-mind across Asia-Pacific as nations across the region express their concerns over Donald Trump’s tariff strategy which affects not only China, but also close trading partners in South Korea, Taiwan, and Vietnam. With more open economies like Taiwan and Singapore likely to be hard-hit by Trump’s proposed 10-20% tariffs on Chinese imports, it comes as no surprise that Asian nations, in particular, are concerned about the health and short-term outlook for the Global Economy.
Largely driven by a blanket of smog across the Indian subcontinent that is so thick it is visible from space, Sustainability and Environment surged seven spots across Asia-Pacific. With air quality in Pakistan and India at toxic levels, forcing the shutdown of schools, parks, and public places, over 40,000 people have been treated for respiratory issues. Similarly, China was criticized this week for touting its strong investment in clean energy, which accounts for 40% of all global investment, despite being a mega-polluter. As the UN’s climate summit COP29 continues in Azerbaijan, concerns over Sustainability and Environment are likely to further online discourse related to pollution and lofty sustainability goals.
