Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Gen Z (born 1997-2010)

United States

Work

Savings and investments

Education

Companies in the US are offering student loan repayments as the pause on loans comes to an end. With financial stress peaking for many young people entering the job market, businesses hope to appeal to new grads who are now prioritizing benefits and stability in their careers. 