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

Indonesia

Mass transit and airlines

Community and grassroots

Skincare

Those travelling on Garuda Airlines to complete Islamic pilgrimages will now receive special skincare sets through a partnership with local brands. Understanding the spirituality of the journey, the initiative shows how brands can organically support important moments in people's lives.