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 care and emotional intelligence from brands

Everyday Empathy

Singapore

Shopping

Health and Fitness

Apparel and department stores

Mental health

Several Singaporean malls have introduced 'calm zones' to offer elderly and neurodivergent people a more comfortable shopping experience. By providing public spaces to accommodate different access needs, this initiative exemplifies how brands can reach a wider audience by leading with inclusivity.