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.


People are looking for a visceral reprieve from the permacrisis

Essential Escapism

Gen Z (born 1997-2010)

China

Education

Mental health

, China’s university entrance exam, is a gruelling process, so Bilibili created a space for students to let loose and destress. The social platform's offline event highlights how brands can be attuned to their audiences and tap into their lives to create deeper connections.