Dr. Laetitia Mimounis an associate professor in Marketing at ESCP Business School in Paris. Her research focuses on consumer cultural theory and consumer behaviour, particularly around liquid consumption and lifestyles.

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.