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 mining the past for stable comfort 

Ultra Cosy 

United States

Eating and Drinking

General food

Cult favorite character Grimace is making a return via McDonald's adult Happy Meal. The limited-edition nature of the meal appeals to the hype culture-fuelled clamor for something exclusive but also provides the comfort and fun people are turning to in times of uncertainty and instability.