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.

People are drawn to honesty and integrity in the post-truth era

Radical Transparency 

People expect care and emotional intelligence from brands

Everyday Empathy

Egypt

Oman

Qatar

United Arab Emirates

Home and Relationships

Parenting

Home and garden

IKEA has launched a campaign that sees its products portrayed as supporting characters in a larger tale of family love. Taking an emotional approach, the brand humbly takes the backseat and rather than focusing on products, highlights the irreplaceable bond between children and their parents.