Stefan Kelly is a Senior Behavioural Analyst at Canvas8. Stefan has a background in behavioural science and psychology, and has spent most of his career researching how people form beliefs and make decisions. Now he spends most of his time trying to understand the interactions between identity, uncertainty and culture. After work, he's likely reading old psychiatry blogs, scouring 2nd hand clothing apps, or failing to get Arsenal tickets.

Polarised Populations

United Kingdom

Fashion and Style

Citizenship

Rishi Sunak's adidas Samba gaffe has sparked a backlash, showing modern consumer culture is so polarised that even footwear choices are being politicised. The incident underscores the need for authenticity in an increasingly fractured world, with societal divisions deepening.