Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

Beta Lives

Gen Z (born 1997-2010)

United States

Parenting

Pets

A study has found that Gen Z pet owners are more willing to make sacrifices for their furry friends than any other generation in America. As younger cohorts increasingly delay parenthood, pets are fulfilling their desire for something to care for and love as part of the family.