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 expect products and services that feel made for them

Personal Worlds

The need-it-now mentality has become the norm

Compulsive Convenience

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Arab Emirates

Social networking

Personal tech

A report from Snap Inc. and Havas Media found social commerce is on its way to taking over traditional spending methods in the UAE. With social commerce sales on the rise, these findings highlight the impact of friends and family on younger people’s shopping decisions over influencers.