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.


Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Alt Faith

United States

Social networking

Citizenship

TV, film, and social media video

Research has found that American adults prefer following pop culture and entertainment accounts over politicians and journalists on TikTok. With trust in traditional institutions on the decline, people's social media habits reflect a desire for both escapism and independent sources.