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 refusing to accept purpose-washing

Assertive Audiences

People are cashing in on their personal brands 

Generation Sell

Gen Z (born 1997-2010)

United States

Citizenship

Social networking

TV, film, and social media video

An NBC news poll has found that young people who previously backed President Joe Biden are feeling less committed, exacerbated by Biden's response to the Gaza crisis. The approval drop highlights the political engagement of young people in the US and their emphasis on humanitarian leadership.