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 want their identities to be reflected in mainstream culture

Collective Equity

People expect products and services that feel made for them

Personal Worlds

Gen Z (born 1997-2010)

Global

Apps and software

Shopping

Pinterest users are actively using the platform's inclusive filters that diversify search results, especially Gen Zers. As younger generations continue to look for more personalised content, tech-enabled tools for equitable representation are becoming ingrained into their daily digital lives.