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

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

United States

Personal tech

Technology

Education

Careers

Money

More than half of US parents report needing financial assistance to buy the technology their kids need for their education, a worrying statistic as the back-to-school season kicks off. As tech becomes more essential in schools, parents seek reliable and affordable products for their kids.