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 cashing in on their personal brands 

Generation Sell

Border Reorder

Global

Palestine

General food

Community and grassroots

Social networking

TV, film, and social media video

TikTok creators are using money earned from content to donate to aid in Gaza, all while sharing recipes and stories to spread awareness. These creators highlight how monetised online platforms can be leveraged for social and political causes while culturally engaging their audiences.

Cultivate

Values and Identity

Connection and Belonging

TikTokers share Palestinian family recipes to fundraise