Monica Mendini works as consultant at SRI Management Consulting, where she deals with projects related to strategy, marketing, corporate communication and corporate social responsibility. Previously, she worked at the Institute of Marketing and Communication Management at the Università della Svizzera italiana. She obtained a Ph.D. in Communication Sciences with a focus on Marketing from USI, spending also a period of visiting abroad at San Diego State University, in California. Alongside the consulting profession, she conducts research in the branding, cause-marketing and consumer well-being fields. At USI she is lecturer of the master course Orthodox and Critical Perspectives in Marketing.