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 expect brands to rise to society’s challenges

Shared Values

People are processing a synthetic reality

Reality Split

Gen Z (born 1997-2010)

Global

Clothing, footwear, and accessories

Social networking

TV, film, and social media video

Coach's campaign aims to inspire young people to embrace the different facets of their identity, combining virtual and IRL activations to enable that exploration. The campaign highlights how brands are trying to respond to Gen Z's complexities and the ever-changing definition of their identity.