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.


Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

TV, film, and social media video

Community and grassroots

A new film distribution company from designer Alana Hadid is focused on blending social advocacy with creative representation, amplifying underrepresented filmmakers. As people seek more equity in media and entertainment, they're pursuing purpose-driven forms of cultural consumption. 