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.


In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Border Reorder

Malaysia

Coffee and soft drinks

Community and grassroots

ZUS Coffee ended its Malaysia Day campaign by gifting coffee to other stalwart national brands. This celebration of local businesses and reclamation of national identity highlights how people are seeking alternative forms of authority that uplift their heritage and feel more relevant to them.