Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


Polarised Populations

People are cashing in on their personal brands 

Generation Sell

Gen Z (born 1997-2010)

India

Citizenship

Social networking

TV, film, and social media video

Political parties in India have enlisted the help of regional influencers to share political messaging. With contentious elections looming, this strategy highlights how politicians are turning to relatable figureheads to address younger generations’ declining trust in institutions.