Sawdah Bhaimiya is an associate reporter for CNBC Make It, based in London, where she covers the fast‑moving worlds of startups, entrepreneurship, workplace culture, and the evolving ambitions of Generation Z. Her reporting blends sharp business insight with a human‑centered lens, making her a standout voice on how young people are reshaping work, ambition, and innovation across Europe and beyond.

Before joining CNBC, Bhaimiya was a business news reporter at Business Insider, where she covered major developments across tech, retail, transportation, and the broader corporate landscape. Her work often spotlighted the tension between emerging trends and traditional business models — from Europe’s resistance to China’s 996 work culture to the escalating global competition for AI talent.

Bhaimiya holds a bachelor’s degree in English Literature from Queen Mary University of London, a foundation that informs her clear, narrative‑driven approach to business journalism. Her portfolio includes stories on Gen Z’s return‑to‑office ambitions, the rise of creator‑driven careers, and the intense routines of high‑profile founders and billionaires. Across every beat, she brings a curiosity for how people work, what motivates them, and where the future of labor is headed.